Brand Strategy Red River EX Raj Sidhu Brand Marketing October 19, 2020

Part One: Brand Audit a. Brand Overview The Red River EX (RREX) is a ten-day festival hosted every summer on the west edge of , . The RREX features a midway, concerts, art shows and agricultural exhibits. Established in 1952, the RREX began at the Osborne Stadium near Downtown Winnipeg and later moved to the Polo Park Racetrack. In 1997, the festival moved to its present location. The RREX is well-recognized as a tradition within Winnipeg. With the COVID-19 pandemic cancelling 2020’s event, the Red River Exhibition Association — the non-profit organization that oversees the RREX and other operations — deferred the 69th RREX to 2021.

The RREX is well-recognized, but its consumers still perceive it as an unclean, outdated source for entertainment. Winnipeg’s population is growing rapidly and is much larger than the amount that visits the RREX annually, so the brand would like to increase its attendance and address those issues. b. Environmental Scan

Demographic Forces o Winnipeg’s population is approximately 763,900 (2019). o Boosted by immigration, Winnipeg surpassed the national average of population growth, growing by 1.5 per cent every year. o Winnipeg represents more than 100 languages and nationalities. o Winnipeg has more than 1,100 restaurants and large amounts of green spaces for festivals.

Socio-Cultural Forces o Due to COVID-19, events in Winnipeg are being cancelled. o Increased use of cellphones to obtain information.

Economic Forces o North American theme park attendance grew by roughly four per cent in 2018. o More Manitobans are unemployed due to the pandemic

Technological Forces o Approximately 43 per cent of online traffic in is generated through mobile phones and tablets. o Usage increase on music-streaming platforms.

Regulatory Forces o Facilities can shut down because of an increase of COVID-19 cases. o Specific walkways and social distancing may be required. c. The Competition

The RREX exists in a market with a number of sellers that are competing with each other (monopolistic competition), offering customers a similar or substitute experiences. Canada and the northern United States have shorter summers, so festivals are trying to pack in their events during this time.

Direct Competitor – Minnesota The Minnesota State Fair is one of Minnesota’s most popular tourist destinations, attracting more than two million guests to its annual 12-day summer event.

Product The Minnesota State Fair showcases attractions such as livestock, food, shows, rides and art shows. As climate change awareness increases, this brand made themselves relevant by recently introducing the Eco Experience exhibit (the fair increased their brand awareness by involving themselves with a reasonable social cause). The brand associates itself with its community by inviting local bands and artists to showcase their talents. The fair also sells clothing and merchandise at select retail stores and online.

Price Prices for admission differs for each age group, while guests under four have free admission. Various admittance packages allow access to rides, shows and experiences, but food and drink prices vary.

Place St. Paul, Minnesota. Open from 6:00 a.m. to midnight. It is located on 322-acres of land and has online activities for children. The fair offers free bus rides to and from the event.

Promotion The Minnesota State Fair pays for radio space and print ads in regional publications like the Mpls.St.Paul Magazine. The massive event has earned news coverage on nationally acclaimed publications like The New York Times. The fair also shares posters locally, upload video content on YouTube, and remain active on their social media accounts. Their online profiles have collectively reached over 300,000 followers.

Direct Competitor – Stampede The (Stampede) is an annual ten-day festival held every summer in Alberta and attracts over one million visitors per year.

Product Attractions such as parades, rodeos, rides, food, music and art shows. The brand builds relationships with its community by inviting local artists and performers to present. The Stampede also offers clothing and merchandise at select retail stores.

Price Admission prices differ for different ages groups but children under the age of six are admitted free. Various admittance packages allow access to rides and events, but the prices of food and drink vary.

Place Calgary, Alberta. Open daily from 11:00 a.m. to midnight. The festival sits in Stampede Park, which owns about 208-acres of land. They offer transit services to and from the fair.

Promotion The Stampede buys radio and ad space. The brand purchases print ads in local publications like the Avenue Calgary magazine. It has earned national media attention from TV stations like Global News. The Stampede also uploads video content on social media and share posters locally. Their online profiles have collectively reached over 100,000 followers. On social media, the festival aggressively pushes event-day sales promotions for groups and families with children to entice individuals to visit (often bundling the tickets with food or last- day deals). d. Market Segments

The RREX’s current market segments are young adults (aged 14 to 25) who enjoy midway, moms (aged 25 to 44), newcomers to Manitoba, and Northern Manitobans. All these demographics attend the RREX, but young adults who enjoy rides and moms with young children are the most valued market segments.

Moms If Moms (aged 25 to 44) attend the RREX with their young children, they’ll most likely grow up with fond memories of the festival. The children may return in the future with their kids, and the cycle can continue. This market segment presents an opportunity for the brand to create long-lasting relationships that span generations. This demographic is more likely to refer the RREX to other individuals. Most of this market segment lives in Winnipeg and the surrounding areas. This demographic often visits the RREX in the early afternoon.

Midway Riders The midway riders (aged 14 to 25) hope to board intense rides and play arcade games. They often visit the RREX later in the evening. The midway riders purchase food and drinks and attend the evening concerts. This demographic value their money and expect new features and upgrades every year. If the rides continue to stay the same and the prices increase, they are less likely to attend the following year.

Newcomers to Manitoba This market segment is fairly new and includes people who have recently immigrated to Canada. The RREX purchases print ad space on local Filipino publications such as The Filipino Journal, putting an emphasis on that community. The RREX is a large festival and provides a Canadian experience for this segment. They often refer the RREX to their friends and family.

Northern Manitobans The Northern Manitobans who visit the RREX are families with children. Visiting the RREX is their annual family trip, and they attend the 10-day festival more than once. It is a tradition for them.

The rebrand should focus on loyalty to riders by concentrating on improving the midway. However, prioritizing other things the RREX offers will appeal to non-riders. The perception of the RREX is a midway with just rides and games, but most individuals aren’t aware of what else the festival offers like the concerts, art shows and petting zoos. Focusing on these two things during the rebrand will increase brand loyalty and attract a new segment of non-riders. e. Marketing Mix Audit

Product The RREX showcase attractions like a midway, food, music, concerts, petting zoos, agriculture and art shows. The RREX increases brand awareness by associating itself with its community by inviting local artists and performers to present their talents on stage and in shows. The fair also sells clothing and merchandise.

Price The RREX offers early tickets year-round. The prices vary depending on the package purchased. The festival also sells individual ride tickets, ranging from $1 (one ticket) to $50 (55 tickets), the price of food and drink differs.

Place Winnipeg, Manitoba. The RREX is 40,000 sq. ft of space located inside the Red River Exhibition Park — owned by the Red River Exhibition Association.

Promotion The brand partners with 103.1 Virgin Radio and Shaw TV to create content online and on-air. The RREX pays for print ads but has also earned media in digital publications like PEGuru.ca. Their print advertising uses photos of the festival’s less popular activities because Winnipeggers already know the festival for its rides.

During the ten-day event, the RREX has an onsite three-person Extreme Team communicating the festival’s message online. Even though COVID-19 cancelled the 2020 RREX, its social media pages (Facebook, Instagram, Twitter and YouTube) is infrequently active and have collectively reached over 40,000 followers.

The brand has been alive for 69 years and its tradition earns some of its media. The RREX promotes year-round ticket sales by partnering with Giant Tiger, Circle K & Canad Inns. The brand also encourages deals online. f. SWOT

Strengths o Family Entertainment (family entertainers, earned media) o Value/Variety (rides, game, art shows, concerts, food, petting zoos) o Strong online presence o Tradition (well-recognized within its community)

Weaknesses o Attitude towards pricing and rides is negative o Attendance has plateaued as Winnipeg grows o Fairgrounds considered dirty and odorous o Wait times, expensive tickets o Difficult to push the brand in a new direction because of its history

Opportunities o Negative stigmas can be reversed with appropriate marketing o Associating the brand with social and environmental causes can increase brand awareness (BLM, climate change) o Winnipeg is consistently growing (population, size) Threats o The RREX is an outdoor event, rain can ruin the day o School is in session during the event dates (late May to early June) o COVID-19 (social distancing, potential limit on visitors) g. Desired Outcome

The RREX measures its success based on annual attendance.

Since many young adults are either uninterested or unable to visit the RREX, the fair should increase their attention but also ensuring other market segments aren’t divided.

The RREX needs to redefine its brand by creating advertising that involve activities young adults enjoy doing. Also, the RREX’s fairgrounds, concession stands, and cleanliness should be upgraded to appease this target market.

Considering the success of its competitors, the RREX should develop strategies to appeal to all demographics to attend the festival at any time of the day. Part Two: Brand Platform Recommendations

Insights

I conducted a survey of 40 Winnipeggers to acquire information on the RREX. I shared the survey with family and friends, on Instagram and on Facebook. Here are some insights that will help form the branding strategy:

Demographic Only three respondents were over 35-years-old, approximately eighteen per cent were between 25 and 34 and seventy-five per cent were 18 to 24-years-old. Of these individuals, eight have never visited the RREX.

Of the people who stopped attending the RREX, thirty-three per cent said it was too expensive, twenty-three per cent said the wait times were too long, and twenty-three per cent weren’t interested.

Based off of these insights, I recommend the RREX work on a brand strategy that appeals to 18 to 24-year- olds. While making changes, the RREX should continue marketing efforts to moms, midway riders, newcomers and Northern Manitobans.

Product Awareness I asked surveyors to rank products the RREX offers from one (being their favourite) to five (being their least favourite) and 37 answered. The replies show that visitors enjoyed the midway the most, while art shows and the petting zoos are the least entertaining. Improving and upgrading rides will increase brand loyalty and awareness. It’s understood that it’s difficult to improve rides with a travelling midway but increasing ride length or shortening wait times are ideas that will help the brand move forward.

Brand Perception According to an interview with Jodi Johnson, a brand spokesperson, the RREX still has information gaps. Many individuals know what the festival is but are unsure about where it is. It’s also perceived that it’s a long drive and a that there is a lack of parking. Many who take transit to move around the city don’t know the RREX pays for a bus service to allow individuals to get to the festival easier.

Based off the interview, the brand should increase promotion on its location and how small Winnipeg is compared to other cities with similar festivals (to improve perception of the time it takes to get to the RREX).

I asked surveyors if they could change one thing about the Red River EX, and 30 responded. The results are summarized below.

o Upgrade stands (four times) o Shorten wait times (six times) o Reduce admission prices (six times) o Clean the walking area (five times) o Crowded (nine times)

The answers suggest that a negative perception exists about the brand. Based on these insights, the RREX should make changes to create a more welcoming environment for everyone. Changes like increasing the size of the RREX while upgrading the fairgrounds and concession stands will improve brand perception. Also, in today’s climate, cleanliness should be a focal point for organizations.

Brand Awareness The RREX has been in Winnipeg for over 69 years, and there is a strong brand awareness among Winnipeggers, Northern Manitobans and newcomers. However, when respondents were asked how many times they’ve visited the RREX in the past ten years, only forty per cent of individuals attended three to five times. Another thirty-five per cent said they attended one to two times, and eight have never visited.

As listed in the marketing mix audit of the RREX, the brand posts content infrequently on its social media profiles (Facebook, Twitter, Instagram, YouTube). It is likely people know the RREX because of its tradition, but the major demographic of this survey are young adults who collect most of their information online. Developing a stronger online presence while promoting more of its rides will form deeper connections and create long-lasting relationships.

Recommendation Recap

Primary - Develop branding and messaging that appeal to 18 to 24-year-olds. - Increase an online presence to build relationships. - Increase cleaning procedures in response to today’s climate.

Secondary - Shorten wait times for rides. - Promote location and ease of access (transit, parking). - Increase park size to reduce crowding. Primary Target Market

When he’s not studying to become an Tony the Thrill seeker economist, Tony loves to hang with

Age: 21 his friends at night. He’s always looking to get out of the house. When Occupation: Student, part- he’s home, he checks out social time car washer media. He watches videos on Education: In Undergrad YouTube, scrolls through the timeline on Twitter, and accesses most of his Income: $15,000 information from online sources. Personality: Extrovert Relationship status: Single His friends are like-minded people and are looking for new things to do in Winnipeg.

Likes: - Amusement parks Dislikes: - Good food - Dirty and - Concerts crowded - Summer festivals areas - Hanging out with - Bad Wi-Fi his friends - Studying for - Using social media too long - Looking at memes… and making - When it rains memes Needs: - To get out of the house Wants: - His bus to come on time - A new cellphone - Food and fun - Having fun outside of school - Graduate with a C in economics Brand Story

The RREX’s goal and strategic priorities are simple and focused. The fair would benefit from a new brand story that delivers specific messaging about its attractions and how much someone can enjoy their time at the festival. The tone of the brand story should appeal to young adults, which will help increase attendance at the RREX.

A Winnipeg Tradition The Red River EX began in 1952 with a goal—to promote Manitoban industry, tourism, commerce and agriculture. The RREX has undergone significant renovations and relocations since then, but its goal has remained true.

Diversity at Its Finest The Red River EX believes in diversity and inclusion. We are committed to ensuring equal access for all individuals who work and attend the festival. The RREX works to ensure all individuals in the community maintain their independence while visiting the park. We are committed to creating an accessible environment for everyone and will continue to identify and break barriers that may prohibit someone from coming in the future.

We are Local Everything We are a community-based organization that likes to keep things close to the chest with our city. We invite local performers to showcase their talent on stage; we welcome local artists to place their work in shows. The RREX also encourages volunteers and local restaurants to help. We believe in doing things the Winnipeg way.

Attending the RREX means being a part of something that’s much bigger than attending rides and eating food. It means coming together and being Manitoban.

Persona (Brand)

The RREX is a blend of the Creator and Ruler brand archetypes.

The RREX is a visionary, non-conformist and authentic. It’s the first of its kind and kicks off a season of festivals. The RREX sees the big picture and desires to craft something meaningful—it involves its community and expresses diversity and accessibility for everyone. They make things happen and love new ideas, whether it be rides, food, and to a smaller extent, a new parking lot.

Although the RREX loves making dreams a reality, it works diligently to be successful and part of its city. Without a tough mindset, the RREX wouldn’t be in control or demand authority. The rulers want to help others and magnify their talents, and the best way they know how to do that is by leading. The RREX implements good policies and structures to ensure people come back in the future.

Positioning

The RREX is an event that offers more than its local competitors, and it is a staple within its city. The RREX’s has glued its position in Manitoba as the first summer festival, and along with its tradition, is a market leader.

Positioning Statement

For Manitoban young adults who desire an entertaining experience, The Red River EX is a festival that offers an exciting midway, delicious food and local performers that take the stage for sensational evenings.

Messages

o Established in 1952, the RREX has been part of Winnipeg’s tradition. It’s invited local artists and performers and has been at its current location since 1997. o The RREX serves Winnipeggers, promising an entertaining time for every age and race. o Bring your children, and then your children will bring their children. o The RREX is a diverse and inclusive environment that is accessible by all.

Brand Style and Identity Recommendations

Current Voice: Recommended Voice:

Friendly Professional A “Hey, what’s up?” will always feel more connected than a “Hello.” Transitioning to a friendly tone is a great way to better connect with consumers.

Casual Formal A casual voice is used when communicating with friends or family. The RREX is a part of Winnipeg and should speak to its people on a more personal level.

Fun Dull A fun attitude in conversational speech with a little randomness thrown in can hook a consumer (Target commercials) into wanting more.

Familiar Disruptive Apple and Uber have changed how people listen to music and commute. The RREX should change minor things to change the way people “festival.”

Pale Bold Speaking to the consumer and being willing to take the risk will develop a bold and authentic brand voice.

Friendly and Sharp

Do this Don’t do this Why?

At the Red River EX,

we have rides, food The Red River EX is - Appeals to the and evening a ten-day festival market. concerts, and that’s hosted every - Allows casualty in only the tip of the summer, in June, in marketing iceberg. We’re the Winnipeg, Manitoba. approach. only festival of its The event features a - Defines the brand kind in Manitoba, and midway, concerts, and lets the we’re only here for stage shows and company engage ten days, so what agricultural exhibits. with its audience. are you waiting for?

Adjustments to Visual Identity

The RREX’s logo is simple and modern, and the website is well-done. However, a stronger presence on social media can improve its visual identity.

Its visual identity should work cohesively with the brand voice recommendations (friendly and sharp) to appeal to its market and allow casualty in its approach.

On the RREX’s website, the page should explain what is coming to the event this year. Specifically, instead of listing what the RREX offers, describe what the RREX offers. For example, describe what vendors are coming this year because some of these restaurants could be a consumer’s favourite place to dine-in.

Promotional Recommendations o On social media platforms (Facebook, Twitter, Instagram), provide a direct link to buy tickets online. Also, increase promotion to guide consumers to locations (Giant Tiger, Circle K and Canad Inns) to buy tickets in-person. o Create more content marketing videos. Young adults consume most of their information online, so providing content on platforms like YouTube on Instagram will engage the consumer. Providing online content will direct consumers to online websites.

o https://www.youtube.com/watch?v=JVYMcoxr8d8&t=53s

§ This video was a great example of content marketing the RREX recently uploaded. • More of this on widespread channels will capture more consumers. o Partnership marketing with local influencers (not only DJ Blitz) will increase business for both brands. Brands with similar consumers use strengths to build awareness. o Re-write the RREX website to tell the brand story and express the value of visiting the RREX. Show what Manitobans can get out of visiting the fair. o Promote new ways the brand is addressing the problems laid out on the insights portion of this strategy. The brand can promote how they’re providing new cleaning protocols or a decrease in pricing. o Create a tagline that can speak to its new brand strategy—not just what the RREX offers. In the past, the RREX has used “See it All,” which expresses what the RREX can offer. A new tagline such as “We’re Back, and We’re Better” can suggest improvements the brand has implemented. o Increase promotion on its location and how small Winnipeg is compared to other cities with similar festivals (to improve the perception of the time it takes to get to the RREX).

Marketing Samples

A single-proposition message which uses a fun and inspirational tagline for social media. Each post will touch on one thing the brand is improving on.

We’re Back,

We’re Better

The rides aren’t the only things seeing an upgrade.

We’re Back,

We’re Better Appendix Let the music be another thing to light up your night.

We’re Back, We’re Better New food, better food, and we’ll clean up your food.

Red River Exhibition Association o www.redriverex.com o https://www.facebook.com/redriverex/ o https://www.youtube.com/channel/UCdA47LNveCP4ypCd9R4l0ig o Instagram: @redriverex o Twitter: @RedRiverEX

Interview summary: Jodi Johnson, Red River Exhibition Association Director, Communications and Programming

o The RREX has run for 69 years and has laid off many workers due to COVID-19. o The festival contains an art show that invites locals to showcase their works. o The RREX is a part of an association that oversees a large number of events throughout the year. o The RREX’s logo represents a tired ox. o Winnipeg’s population is increasing, but the annual attendance at the RREX has plateaued. o There’s year-round communication, and the RREX has partnered with retail outlets like Giant Tiger and Circle K to boost sales. o Depending on the day, seniors are more likely to stop by during the morning and early afternoons. Young adults are more likely to visit in the evenings. o The brand is making an effort to bring things closer in the future. Bringing things in would reduce the time spent walking but will force people to crowd up more areas. o The brand has a long-standing history, so rebranding is difficult. o There are negative perceptions about the RREX when it comes to accessibility (transit, distance).

Primary Research: Brand awareness survey Survey Host: SurveyMonkey

Key takeaways: o When visiting the RREX, young adults enjoy the rides and food the most. o Not many young adults are attending the RREX annually. o The products least enjoyed by respondents are the petting zoo and art shows. o A small number of surveyors believe the RREX doesn’t provide a family-friendly atmosphere. o Most respondents do not attend the RREX anymore because it’s too expensive, the lines are too long, or they’re not interested anymore.

Survey Results

Bibliography – Chicago Style

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3. Calgary Stampede (website), Calgary Stampede, n.d., https://www.calgarystampede.com/.

4. J. Clement, “Mobile usage in Canada – Statistics & Facts,” Statista, last modified October 8, 2019, https://www.statista.com/topics/3529/mobile-usage-in-canada/.

5. Kayla Rosen, “How Manitoba’s unemployment rate compares to the rest of Canada,” CTV News, June 5, 2020, https://winnipeg.ctvnews.ca/how-manitoba-s-unemployment-rate- compares-to-the-rest-of-canada-1.4970934.

6. Minnesota State Fair (website), Minnesota State Fair, n.d., https://www.mnstatefair.org/.

7. Mpls.St.Paul Magazine, “Today’s Picks,” Mpls.St.Paul Magazine, n.d., https://mspmag.com/statefair.

8. Red River EX (website), Red River Exhibition Association, n.d., https://www.redriverex.com/.

9. Statistics Canada, “Census Profile, 2016 Census,” Statistics Canada, last modified August 9, 2019, https://www12.statcan.gc.ca/census-recensement/2016/dp- pd/prof/details/page.cfm?Lang=E&Geo1=POPC&Code1=1036&Geo2=PR&Code2=48&Data=Cou nt&SearchText=winnipeg&SearchType=Begins&SearchPR=01&B1=All.