The Linn County Fair June 26th to 30th, 2019 Provided by: Heidi Steffen The Linn County Fair PO Box 329 Central City, Ia 52214 (319) 350-5569 [email protected] www.thelinncountyfair.com Marketing Plan for the 2019 Linn County Fair The Linn County Fair Association is excited to be hosting the 131st Linn County Fair. This 2019 proposed marketing plan will detail both traditional and social forms of advertising, using an integrated approach to reach our targeted audience. The plan identifies 6 areas of advertising: social media, promotions, The Linn County Fair’s website, direct email, paid advertising and materials. Fair Overview The Linn County Fair takes place 15 minutes north of Cedar Rapids, Iowa in the town of Central City. It is one, if not the, fastest growing county fairs in Iowa. Total of growing by over 200% in the last 10 years. Linn County is the second largest urban area in Iowa, drawing people of variety of backgrounds, economic status and ethnic. Linn County & surrounding Counties Demographics County Demographics Population estimates according to the 2016 U.S. Census Bureau Linn County Total Population (second most populous county in Iowa) ...........................................221,661 Delaware County Total Population (neighboring county)................................................17,327 Jones County Total Population (neighboring county)...............................................20,439 Johnson County Total Population (neighboring county)...............................................146,547 Benton County Total Population (neighboring county)....................................................39,992 Population, percent change, April 1, 2010 to July 1, 2016 ........................4.9% Persons under 5 years old, percent, ............................................................6.5% Persons under 18 years old, percent, ........................................................23.7% Persons 65 years old and over, percent, ....................................................14.9% Female persons, percent,.............................................................................50.6% White persons, percent,...............................................................................89.5% Black persons, percent,..................................................................................5.2% Persons of Hispanic or Latino origin, percent, .........................................3.2% Persons of Asian origin, percent, .................................................................2.4% Veterans, 2012-2016……………………………………………………………………………….14,818 Households 2012-2016....................................................................................88,006 Persons per household 2012-2016................................................................................... 2.42 Linn County Fair Attendance June 27th – July 2nd, 2018: Estimated 50,000 June 28th – July 3rd, 2017: Estimated 50,000 June 22nd-27th, 2016: Estimated 36,000 June 24th-29th, 2015: Estimated 39,000 June 25th- 30th, 2014: Estimated 41,000 June 26th- July 1st, 2013: Estimated 3,000* June 27th –July 2nd, 2012: Estimated 38,000 July 6th -11th, 2011: Estimated 35,000 July 7th -12th, 2010: Estimated 25,000 July 8th-13th, 2009: Estimated 21,000 July 11th-17th, 2008: Estimated 16,000 * Does not include 2013, low attendance in 2013 was due to projected record flooding of fair grounds causing the cancellation of grounds and grandstand events. 4-H/FFA Livestock shows were moved to the Delaware County Fairgrounds Past Artists Performing at The Linn County Fair Lonestar, 2018 Bellamy Brothers, 2017 Confederate Railroad, 2016 Sammy Kershaw, 2015 John Michael Montgomery, 2014 David Nail, 2012 Pop Evil, 2012 Nitty Gritty Dirt Band, 2012 Saliva, 2011 John Anderson, 2011 Glen Templeton, 2011 Bellamy Brothers, 2010 Firehouse, 2010 Johnny Cash Tribute Band, 2009 Candlebox, 2009 Bucky Covington, 2008 Jake Owens, 2007 Advertising for Grandstand Entertainment Printed Materials: The Linn County Fair will market the fair by distributing: A) Approximately 300 large full color 13 by 11 posters, and 1,200 smaller 8 ½ by 11 full color posters that will prominently feature the Fair events, dates, times, and ticket office information. These are typically distributed in the local area to local businesses to hang up and distribute. The smaller posters are also used as flyers and handed out during the local “Ag in the Park” program and local parades. Development: March Distribution: April B) Approximately 15,000 Fair schedule brochures that will prominently feature the Fair events, dates, times, and ticket information. This publication will be distributed throughout Linn County and surrounding counties. Development: April Distribution: May The Linn County Fair Website The Linn County Fair will place Fair event information within the “2019 Fair Schedule” page and also on the “2019 Fair Buy Tickets” page of its website (www.thelinncountyfair.com). Advertising will include “the announcement” with picture(s), Fair event dates/times, sponsor(s) logos w/advertising indicating the online on-sale date for grandstand events. Social Networking Facebook & Twitter: The Linn County Fair will use its Facebook page (over 3,500 fans) and Twitter page (over 1,100 followers) to announce and promote Fair events, ticket on sales, updates, and news. The Linn County Fair will market, submit press releases, and promote The Linn County Fair and events to include any sponsors for the events. Promotions The Linn County Fair will work with local radio and TV stations to give away grandstand tickets to help promote the grandstand events and fair dates. The Fair has used the following radio stations in the past: KKSY, KMJM-AM, KHAK, KDST, KMCH, KZIA, KDAT, KRNA, i107.1, SMART FM, KGYM AM, WMT AM, KFMW, KOKZ and KMRY. Broadcast Stations include KFXA, KGAN, KZIA and MediaCom. Direct E-Marketing The Linn County Fair will utilize our email newsletter to promote the Fair events and link back to our website ticket page. The newsletter will feature approved event information as well as grandstand tickets on-sale information and ticket purchase options. We will also use the newsletter to promote our many free grounds entertainment from Free Entertainment Tent to Ag Educational Zone to open contest. Paid Placed Advertising A) Television Buys are placed on the three local affiliates and on the MediaCom cable network for the region. Typically, this is group advertising for our fair and is placed in mid/late June, starting lightly and increasing in frequency up to the Fair. B) Radio Buys are placed to promote on-sale of each grandstand events as well as maintain sales through up to the grandstand event (or to sell out.) Stations are chosen based on demographics of the targeted audience for each grandstand event and placed geographically to cover all of Linn County and Eastern Iowa. The typical buy starts mid-June where it gains frequency as the Fair approaches. C) Digital Digital ads placed to promote our key grandstand events. These are placed in the first part of June through to the Fair. D) Newspaper Layouts for the various shows in our grandstand lineup are placed in the three local papers in the county, Linn News-Letter, Marion Times & Lisbon/Mt. Vernon Sun. These are placed the week before and week of fair end of June and are usually group ads using the approved images. E) Social Networking Advertising - Facebook Ads The Linn County Fair will use the targeting capabilities of paid social network advertising to focus on specific demographic targets throughout Linn County and surrounding counties. .