MARKETING AND ADVERTISING FOR NEW YORK STATE COUNTY AND LOCAL FAIRS

This Request for Proposals (“RFP”) is issued by the New York State Department of Agriculture and Markets (“the Department”) to invite qualified bidders to submit proposals to design and implement a marketing and advertising campaign to promote the over 50 annual county and local fairs for the promotion of agriculture and domestic arts operating throughout New York State pursuant to Article 24 of the New York Agriculture and Markets Law (hereinafter “county and local fairs”).

The purpose of this RFP is to retain one contractor to provide a comprehensive marketing and advertising campaign for county and local fairs. The successful contractor will be expected to:
A. Conduct research to determine the most effective messaging to increase attendance at county and local fairs statewide.
B. Identify the regional media markets to target as part of a statewide campaign to increase attendance to county and local fairs.
C. Implement marketing and advertising activities informed by tasks A and B above to increase attendance to county and local fairs.
D. Communicate the benefits of being an exhibitor at county and local fairs and direct potential exhibitors to fair entry information.
E. Expand the ability of county and local fairs to attract attendees from a larger geographic radius.