Specifications include, but are not limited to: The North Carolina Department of Agriculture and Consumer Services, NC State Fair Division, is seeking proposals from qualified advertising agencies to develop a comprehensive media program for the 2022 N.C. State Fair. The scope of services includes but is not limited to development of an advertising plan, placement of advertisements in media (television, radio, print, digital and out of home), creation of video and audio used in media distribution and distribution of advertisements to media companies. Media placement for the 2019 N.C. State Fair was distributed as follows: Digital: 52%; Traditional: 38%; Experiential: 10%; The chosen Vendor must be able to execute a media buy that targets specific audiences as determined by NCDA&CS but must also be able develop creative video materials to maximize the campaign’s success. The Vendor should have a strong understandingofNorthCarolina’sdemographicsandmediamarketsandexperienceinlarge-scale events industry communications and ticket sales. Development of Marketing and Advertising Plans Including Research and Focus Group Testing •Provide market research, marketing concepts, focus group testing, current and future user demographic information, and user language preference data to help prepare a plan. • Collect, analyze and interpret research data for selected target audiences, including but not necessarily limitedto: demographic, socioeconomic, psychographic and lifestyle information. Analysis of target audience data should facilitate audience segmentation and contribute to an understanding of relevant behavioral determinants. •The Vendor must have a demonstrated capacity for the execution of research methods such as (but not necessarily limited to) surveys, focus groups, intercept interviews, etc. • Present plans and obtain approvals for plans from Contact Administrator and/or her designee. Creative Development • NCDA&CS has an in-house team of talented graphic designers who will provide all creative for the marketing campaign, with the exception of video and audio production and rich media. Vendor shall work with the Contract Administrator to provide all graphic needs of the campaign in a timely manner for production. • Develop and present plans for a fully integrated marketing campaign, with tactics including but not limited to: printed materials, videos, TV and/or radio, digital display, paid social media content, transit and out-of-home.• Vendor shall provide original and professional photography, videography and audio, responsive to the specific components of the campaign or project needed by the N.C. State Fair.
