case study_
Wright County Fair
project overview
When Emerge Marketing Solutions partnered with the Wright County Fair in 2021, our mission was clear – increase fair attendance, particularly for the grandstand events; highlight free entertainment options to enrich the visitor experience, and boost food purchases throughout the venue. Our strategy encompassed a holistic marketing approach tailored to capture and engage a diverse audience base.
Building on the initial successes, Emerge Marketing Solutions has since expanded its role to redefine the Wright County Fair’s brand identity. We now manage a comprehensive suite of services including the creation of all print and digital materials. Our team has worked diligently to ensure that the fair’s branding is not only distinctive and memorable, but also resonates well with the community it serves.
problem_
We initially encountered a fragmented digital footprint for Wright County Fair that lacked cohesion and strategic focus. The Fair’s online presence was minimal and inconsistent, primarily managed by one staff member alongside a team of volunteers. Previous social media efforts were sporadic, with no unified messaging or campaign strategy, leading to missed opportunities in audience engagement and brand building.
Recognizing the potential to magnify its impact, the Wright County Fair sought to elevate its online visibility and develop a more robust, strategic approach to social media interactions. As our partnership matured, there emerged a critical need to extend this newfound strategic focus into a comprehensive branding effort that encompassed all platforms—both digital and print. The goal was to create a cohesive brand identity that would resonate across all touchpoints, ensuring a consistent and compelling representation of the Fair’s values and attractions. This unified branding would not only enhance recognition and recall among potential visitors, but also streamline communications and improve overall marketing efficiency, leveraging every volunteer’s contribution effectively.
solution _
Emerge addressed the Wright County Fair’s challenges by implementing an integrated strategy focused on comprehensive branding and digital marketing:
- Rebranding and Identity Development: We revitalize the fair’s brand identity with a new logo, color scheme, and branding guidelines every year to represent a new theme and to ensure consistency across all platforms.
- Enhancing Digital Presence: Adding new graphics to their website and the overhaul of their social media strategy included a user-friendly layout and a content calendar aligned with the fair’s events.
- Unified Marketing Materials: We took charge of designing all digital and print materials, ensuring that every promotional item, from posters to social media graphics, reinforced the unified brand identity.
This comprehensive approach not only boosted the fair’s online visibility but also streamlined its marketing efforts, making it manageable with limited staff and extensive volunteer involvement.
impact _
The strategic efforts of Emerge with the Wright County Fair have delivered significant and measurable results since 2021. The success of our partnership was so notable that we were invited to present at the Association of Iowa Fairs, showcasing the transformative impact of our marketing strategies. This presentation led to acquiring four new county fair clients in 2024 alone, underlining the effectiveness and scalability of our approach.
what we do _
scope of work
Details
- Location: Eagle Grove, Iowa
- Industry: Tourism, Non-Profit Organization, Agriculture
- Services provided: social media management, brand development, digital marketing, graphic design
Growth in Sponsorship
The strategic marketing enhancements and brand consistency have also led to substantial growth in sponsorship revenue:
- 2021: $78,750
- 2022: $99,550
- 2023: $109,500
This upward trend in sponsorship revenue reflects increased sponsor confidence and perceived value in associating with the Wright County Fair, buoyed by our sophisticated and targeted marketing approaches.
The impact of our work with the Wright County Fair not only revitalized its presence and profitability, but also demonstrated our capability to deliver similar successes to other fairs, as evidenced by the expansion of our client base within the industry.
2024
The fair embraced a full identity overhaul, solidifying its brand presence across all platforms. This cohesive branding strategy enhanced the fair’s professional image and appeal to potential sponsors and attendees alike.
Print Materials
Social Media
2023
Building on the previous year’s success, we increased our ad spend to $776 and expanded our advertising strategy beyond social media platforms to include Google and Spotify ads. By targeting audiences based on music preferences, we optimized ad reach and relevance, further boosting attendance and engagement.
2022
We focused primarily on enhancing social media engagement through Facebook and Instagram. With a modest investment of $320 in boosted ads, we were able to significantly increase visibility and engagement, setting a strong digital foundation.
let’s get started _
we are ready to help!
Is your county fair in need of strategic marketing or creative services but not sure where to start? Our team would love to learn more about your organization’s needs.
