The South Dakota State Fair is seeking proposals for an
experienced, qualified, and creative marketing and advertising agency who
specializes in digital marketing, display ads, web design, graphic design, public
relations, and audio/visual production to service the annual South Dakota State
Fair and some off-season events in 2020, 2021, 2022, 2023, and 2024.
The South Dakota Department of Agriculture’s mission is to
promote, protect and preserve South Dakota Agriculture for today and tomorrow.
Agriculture is the life-blood of South Dakota. It is our state’s #1 industry,
and for the farmers who work the land, agriculture is more than a job – it is a
career, a passion and a way of life.South Dakota always has been and will
continue to be an agricultural state. In the 19th century, homesteaders used a
mule and a moldboard plow to break the thick prairie sod. Two hundred years
later, their descendants work the same land with no-till drills and combines equipped
with Global Positioning Systems.
Although the tools have
changes, agriculture remains the common thread linking the citizens, businesses
and communities of our state. South Dakota’s agriculture industry contributes
$32.5 billion, annually, to South Dakota’s economy. With more than 19 million
acres of cropland and 23 million acres of pastureland, our farmers and ranchers
are one of our economy’s key drivers.
Scope of Work:
The selected agency shall provide advertising, marketing,
and public relation services for the State Fair, and select non-State Fair
events, as requested and authorized by the State, including, but not limited
to: 3.1 SD State Fair: The State’s advertising and marketing budget for the
2020 SD State Fair is $90,000 and is subject to change each year.
3.1.1 Advise and make recommendations to the State on
matters pertaining to advertising, marketing, and public relations
3.1.2 Create a compelling advertising campaign that
increases public awareness of and support for the SD State Fair
3.1.3 Work with the State in creating a new theme and logo
for annual State Fair event
3.1.4 Conceive and design the State Fair’s annual printed
materials, including but not limited to posters, event guide, and newspaper
3.1.5 Conceive and produce text, printed, audio, video, and
3.1.6 Media buying services for the purchase of time or
space in media outlets for the placement of advertising including, but not
limited to, pre-buy analysis, planning, negotiating best rates and placements,
tracking and post-buy analysis
3.1.7 Provide recommendations and assistance to the State in
the maintenance, look, and content of the State Fair website, sdstatefair.com
3.1.8 Integrate content with search engine optimization and
social media marketing
3.1.9 Assist the State with sponsorship solicitation as
3.1.10 Assist the State with development of a State Fair
3.1.11 Meet with key media representatives
3.1.12 Draft press releases as needed
3.1.13 Assist the State in scheduling media interviews with
television and radio
3.1.14 Provide on-grounds presence during the entire
duration of the State Fair, beginning preview day, to manage and operate the
Media Center and VIP Lounge.
3.1.15 Provide on-grounds assistance during the entire
duration of the State Fair, beginning preview day, to assist with special
events when needed including, but not limited to, emceeing, judging, or filling
in where needed.
3.1.16 Assist with other marketing, advertising, and public
3.1.17 The Contractor will submit materials for the IAFE
Agricultural Awards, Competitive Events and Communications Contests for each
fair by the specified deadlines. Contest guidelines will be provided by the
State as made available from the IAFE.