OVERVIEW
From its beginnings, sponsorship has evolved into an integrated, mutually beneficial partnership between a property and client in return for qualitative, and often, quantitative access to that property’s commercial potential. In other words, companies are sponsoring events for far more than just branding and awareness – in fact those are often the secondary reasons for becoming engaged in event marketing. They’re expecting to see a return on their sponsorship investment (ROSI™). Our job is to ensure and maximize that return through coordinated strategic planning, hands-on management, and thorough execution.
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When it comes to event marketing, sponsorship management, and promotional development, we have the skills and experience necessary to help you succeed. Following is a listing of our skills and capabilities we bring to each project. Our clients may take advantage of one, several or all. Consider it a menu.
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Strategize with you to develop an event marketing program with creative tactics designed to most effectively meet your specific goals and objectives |
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Identify the right event opportunities for your brand to gain the right access to the right audience |
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Negotiate valuable access to these events, for the best price, while securing sales, promotion, marketing and awareness benefits that deliver results |
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Create and develop integrated promotions, brand platforms and activation opportunities that leverage the most value from each event sponsorship |
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Manage all pre-event communication and logistics to ensure your sponsorship program is on-target and on-schedule |
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Activate, execute, and staff all on-site components and benefits at sponsored events to make sure that your brand program is presented effectively and professionally |
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Evaluate your corporate event marketing participation and prepare a post-event audit and recap summary which completely reflects your event marketing involvement |
We will provide one or all of the above services.
Not planning on investing in additional sponsorship opportunities right now? We specialize in evaluating current sponsorship involvement and will help you maximize your ROSI™. For more information contact us.
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.:Overview:. .:Sponsorship Program:.
The very first Ohio State Fair took place in Cincinnati in 1850; not as a means of entertainment but rather education, as the Board of Agriculture planned the state-wide event to address the concerns of farmers and celebrate their accomplishments. Since then, the Fair has grown from a 3-day exposition to the current 12-day fun-filled and family-friendly event.
The Ohio State Fair, which takes place in Columbus, Ohio, during the first two weeks of August, has continually been one of the largest fairs in the country and the most populous event in the state of Ohio with over 800,000 attendees.
Whether it’s the livestock, games, rides or food, there is something for everyone at the Ohio State Fair, and Event Marketing Strategies is proud to manage and coordinate the Corporate Event Marketing and Sponsorship Program on behalf of the fair. In fact, many other fairs around the country have modeled their sponsorship program from that of the Ohio State Fair.
To learn about how your company or organization can benefit from the incredible exposure generated at this event, contact us today!
Ohio State Fair Sponsorship Program
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The Ohio State Fair’s Corporate Event Marketing and Sponsorship Program provides a direct vehicle for your company to reach over 800,000 consumers. As a Fair sponsor, your company is provided with a wide range of comprehensive advertising, sales promotion, and hospitality benefits. |
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Our program is comprised of three broad areas of sponsorship participation; Title & Official, Strategic Sales & Display, and Day at the Fair.
Title & Official Sponsorships Facilities, Attractions & Events
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Sponsorship of a facility, attraction, or event allows your company to reach your target audience for more than one day at the Fair. This type of event sponsorship also provides a permanent "anchor" location from which to promote your products or services, as well as a place to implement promotions and utilize media partnerships. In addition, sponsors receive widespread name recognition by being included in any advance publicity about the attraction, event or activities scheduled at the facility. Marketing locations on-grounds can be included in these sponsorships. |
Strategic Sponsorships Sampling, Sales and Mobile Marketing Programs
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The strategic sponsorship category was created for companies that wish to design a customized corporate event marketing program. These may include building trial and awareness for your brand by display product sampling, and couponing, obtaining a high-traffic location on-grounds from which to sell and promote your products and services, or displaying and promoting a customized mobile vehicle with interactive exhibits. |
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Day at the Fair Sponsorships
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As title sponsor of the Day, your product or service is positioned in front of tens of thousands of potential consumers at the Fair. The Day at the Fair sponsorship is a broad-based method of reaching consumers, providing your company with maximum exposure. Retail tie-ins with proof-of-purchase promotions are popular methods of activating some of the many opportunities available during this day. In addition, special marketing and sales promotion benefits may be available that only apply to Day at the Fair sponsorship programs. For a unique and value driven opportunity, combine a “Day at the Fair” with any other Fair sponsorship program.
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Your sponsorship of the Ohio State Fair will provide you with one of the most comprehensive benefits packages available in the industry today. In addition, our turnkey capabilities and professional staff are available to help you reach consumers while at the Fair. We take pride in our ability to customize a program that best meets your company’s marketing goals. Contact us to learn more about the benefits and numerous opportunities at Ohio’s largest event!
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The Buckeye Championship Sports Tour
 If you’re not a “Buckeye” - that is, not a fan of The Ohio State University “Buckeyes”, chances are you may know someone who is. OSU fans are known for their dedication, determination and enthusiasm when it comes to anything regarding Ohio State – especially football. However there are 36 varsity sports available to students who attend OSU, and many of the 900-plus athletes continually honor their school with Regional and National Championship titles. Searching for a way to promote and celebrate varsity athletics in general, our firm, in cooperation with the OSU Department of Athletics, created The Buckeye Championship Sports Tour (BCST). |
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Elements of the tour include: |
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20 foot tall branded inflatable tent |
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Four Interactive sports games – football, basketball, baseball and lacrosse |
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Free photo opportunity with OSU mascot Brutus Buckeye |
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Register-to-win prize station |
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Buckeye Kids Club membership station |
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Free information and schedule cards for OSU sports programs |
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The tour travels throughout central Ohio visiting some of the largest and most popular events, fairs, and festivals. The BCST is available for sponsorship during the football season and may be scheduled for company promotions and events. Past sponsors include Kroger, Thrifty Car Rental, Nationwide Insurance, CarMax, and Dick’s Sporting Goods; with media sponsors including WBNS AM and FM radio and WBNS 10TV.
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Download our promotional brochure here, or contact us for more information. |
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Over the past 25 years, we’ve had the opportunity to work with some of the largest and most recognizable brands in the country. The following case studies detail some of the various promotions, partnerships, and programs we have planned and executed on behalf of our clients. Click on any of the logos below for a brief overview of each case study.
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Nationwide Insurance |
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GOAL/OBJECTIVE: |
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Establish a dominant brand presence at The Ohio State University utilizing the popularity of OSU football. |
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STRATEGY: |
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Widespread branding campaign geared toward consumers on or around the OSU campus at each home football game involving: |
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Five (5) strategic locations featuring
signage, promotional item distribution, and staff wearing Nationwide
branded apparel |
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Interaction with fans – requesting they sing or finish Nationwide jingle for free promotional items, including:
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Tailgate Party – branded RV secured and
parked in high-traffic area to distribute free food, drinks, and premium
items to fans as well as serving as hospitality to Nationwide executives
and agents |
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RESULTS: |
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Over 27,000 branded promotional items were distributed at each game, with thousands more exposed to Nationwide’s brand through signage, the branded RV, and other advertising methods including large helium inflatables and airplane banners. |
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The Ohio State University |
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GOAL/OBJECTIVE: |
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Generate excitement and awareness for The Ohio State University Department of Athletics sports program including all 36 varsity sports. |
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STRATEGY: |
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The development, management, and
execution of a mobile and interactive tour named the Buckeye
Championship Sports Tour, featuring a large branded inflatable tent
as well as four inflatable sports games, a souvenir photo station,
and sweepstakes prizes. |
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RESULTS: |
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Since 2003, the tour has made stops at
events across the state including fairs, festivals, and each OSU
home football game. At each stop, event staff distributed
promotional items and information on behalf of tour sponsors; game
schedules and sports statistics on behalf of Ohio State University;
and entertained consumers of all ages with games and special visits
from OSU Cheerleaders and Brutus Buckeye. More than 3 million
consumers have experienced the tour since its inception. |
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TOUR SPONSORS: Tour sponsors to date have included Kroger, Thrifty Car Rental, Nationwide Insurance, CarMax and Dick’s Sporting Goods with media sponsorship support from WBNS 10TV, 1460 AM “The Fan”, and WBNS FM, Mix 97.1. |
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SPOTLIGHT ON: AAA, Ohio Auto Club For six years, AAA has participated in the Ohio State Fair as a corporate sponsor and marketing partner. Through working with our staff and the fair, AAA has taken full advantage of the fair’s size as the largest event in the state, and its reputation as a family friendly destination. AAA has done a tremendous job of activating its partnership with the fair by providing advertising and marketing support in addition to offering consumers terrific incentives to join the AAA club service.
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SPONSORSHIP ELEMENTS: “AAA Show Your Card and Save Day” One of the more prominent sponsorships at the fair is AAA’s ‘Show Your Card and Save Day’. This promotion has provided tremendous exposure for AAA and its membership program. Visitors who show their membership card to waiting AAA staff and volunteers receive discount admission to the Fair. Those who are not yet members are encouraged to join on the spot.
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The entire main gate entrance to the fair is used throughout the day. Free information and promotional items are distributed to visitors who may also play a variety of interactive games and speak directly with AAA representatives. Fair staff is provided AAA branded polo shirts and t-shirts advertising the promotion and announcements are made over each parking lot shuttle’s PA system advising visitors to have their cards ready. “Advance Ticket Retailer”
One of only three exclusive advance ticket outlets, AAA has integrated its sponsorship of the Ohio State Fair into an unbelievable traffic-driving promotion. Over 80% of fairgoers purchase their tickets in advance. This provides AAA with an opportunity to interact directly with consumers to market and offer their travel services when they’re needed most – throughout the summer.
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“AAA Road Service Shuttles” Building upon its reputation of serving motorists in a high quality manor, AAA sponsors the parking lot shuttles at the Fair which serve to transport fairgoers from the vast parking areas to the fair’s admission gates and back again. Large signage combined with exposure gained from shuttle drivers and assistants wearing both AAA branded shirts and hats, helps reinforce the AAA brand and helpful service image.
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Dick's Sporting Goods |
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GOAL/OBJECTIVE: |
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Establish a strong brand presence in central Ohio and drive traffic to area stores through coupons and sweepstakes promotions. |
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STRATEGY: |
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Gain access to sports enthusiasts and central Ohio shoppers through sponsorship of the Buckeye Championship Sports Tour. This campaign was geared toward consumers on or around The Ohio State University campus at each home football game and thirteen (13) other central Ohio events. Dick's Sporting Goods was integrated into the tour to increase brand presence and maximize exposure. This included: |
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Distribution of thousands of $10 Off
$50 purchase discount cards at each event |
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Dick’s Sporting Goods provided $10 gift cards to children who joined the Buckeye Kids Club |
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Buckeye’s Win, You Win Promotion | |
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Traffic driving retail promotion for ultimate Buckeye fan | |
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Event sweepstakes for $1000 Dicks Sporting Goods merchandise | |
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RESULTS: |
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This large sporting goods retailer recognized their widespread branding and awareness from the multiple locations where their logo and tagline appeared at each of the 20 events, PLUS the bonus mentions provided by the media sponsors. More importantly, they tracked the redemption of the discount cards and reported that over 9% of the cards distributed were redeemed – a very good result indeed. |
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Ross Products |
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Strengthen brand awareness and promote acceptance of Ensure and Glucerna brands by gaining access to events targeting seniors and women. Using the FairAmerica and FestivalUSA programs, EMS coordinated and managed a national campaign on behalf of Ross Products’ brands Ensure, Glucerna, and Zone Perfect. |
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STRATEGY: |
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| Ensure and Glucerna: EMS conducted campaigns including sampling, couponing, retail- tie-ins, and admission discount programs at the following events: | ||||||||||||||
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Ohio State Fair, Arizona State Fair, Florida State Fair, Florida Strawberry Festival, State Fair of Texas and South Florida Fair. |
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Race for the Cure in
Atlanta, Boston, Chicago, Dallas, Miami, Phoenix, San Francisco
and Washington D.C |
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| Zone Perfect: EMS secured trial and awareness programs at large health and sports related events in California and Oregon markets including the Safeway Classic in Portland, OR, and San Diego County Fair. | ||||||||||||||
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RESULTS: |
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Ensure and Glucerna brands: |
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American Electric Power |
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GOAL/OBJECTIVE: |
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Educate consumers on their electricity options in a fun but informative way. |
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STRATEGY: |
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Wattson - the Ohio Electric Choice robot |
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5-year program: Travel to Fairs, Festivals, Schools and other special events statewide in AEP territory. | |
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Distribute promotional items in an effort to drive traffic to website and phone. | |
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Educate parents through entertaining their children. | |
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RESULTS: |
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Over 400+ events over the last four years. | |
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Thousands of favorable, lasting impressions with children and their parents. | |
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Kroger |
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GOAL/OBJECTIVE: |
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Maintain dominant market share and show continued community support, while driving traffic to local retail locations |
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STRATEGY: Create an integrated Ohio State Fair marketing program. |
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•Primary advance ticket outlet and only retail source for advance midway ride wristbands |
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Largest distributor of Program Guides statewide |
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Kroger Day at the Fair, offering Kroger Plus card holders special gate admission for entire family |
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Trial & Awareness programs for
various private label products to tens of thousands of
consumers |
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Sweepstakes opportunities to reward
consumers and drive traffic back in-store |
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RESULTS: |
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Nearly 100,000 consumers purchase advance sale
tickets through participating Kroger stores
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•Close to 20,000 Kroger Plus card
members took advantage of the admission discount
on Kroger Day in 2006
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SWACO |
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GOAL/OBJECTIVE: |
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Significantly improve consumer awareness of SWACO, the Solid Waste Authority of Central Ohio, as a resource, and positively impact consumer acceptance and routine practice of recycling. |
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STRATEGY: |
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•Create effective partnerships with large
consumer events and venues where recycling
practices and wise waste management education
messages can be effectively integrated.
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•Enhance existing venue and event
partnerships further to best meet original goals
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•Solicit and secure support from
corporate partners for SWACO initiatives where
possible and beneficial |
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RESULTS: |
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Effective partnerships were
launched with three major professional sports
teams and Ohio’s largest multi-purpose venue,
the Ohio Expo Center. |
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•Awareness and partnership
effectiveness measures were thoroughly
reviewed and analyzed at six major venues.
Significant improvements were recommended
and are being integrated. |
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•Four additional large venue
partnerships have been initiated. |
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Corporate partnerships were
created through Coca-Cola, Pepsi-Cola, Kurtz
Bros., Meijer and Sherwin Williams |
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ARI•EM
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Animated Robotic Icon and Event Messenger. This
program uses an articulate, mobile, and remotely operated
communications robot, as a vehicle for clients looking to
reach a specific audience in a unique and entertaining way.
For more information, transport here.
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