CASE STUDY
Overview
After recovering from the previous years' drop in post-pandemic attendance, the Douglas County Fair & Rodeo wanted to ambitiously raise their attendance on several of the Fair's standalone events, as well as the Fair itself.
Our Role
PPC
Landing Page Design & Maintenance
Social Media
Content Strategy
Graphic Design
Video Production
The Challenge
The Douglas County Fair & Rodeo has a loyal built-in audience of people from around the area who attend the annual Fair & Rodeo events with little need for advertising. However, this year they wanted to 1) sell more tickets and 2) sell more tickets to people who don't normally attend the Fair.
Our Strategy
Goal-Based PPC Campaigns
To account for each specific Fair & Rodeo goal, we created 6 PPC and Paid Social campaigns to sell tickets and reach different audience segments.
Video Creation
Working with the government entity other vendors, we created a series of social and Google-friendly videos for the various campaigns.
New Audience Targeting
After researching past data to understand attendee demographics and interests, we created a new target persona to reach a new audience.
Social Content Strategy
Government entities generally have specific rules about access and accountability, so we worked with the County team to develop a front-end social strategy.
Target-Specific Collateral
Based on the types of events we were promoting and the type of attendee we wanted to reach, we created an array of graphics, videos, ads and other collateral.
Results
Google PPC & Paid Social
Videos
Print Collateral
Social Media & Google Display Ads
