Colorado State Fair

Branding/Logos, Outdoor, Print, Web/Digital

We began working with the Colorado State Fair in December 2020. Each year, we have created a strategic plan that identified what makes the Fair different and how its services benefit its target audience. The strategic plan guided all of our efforts for marketing, media, and public relations.

In every strategic plan we review competition, current positioning and priorities, past marketing analysis and create clear objectives and goals for the upcoming year. Then we compile our research in order to identify target audiences, strategies, and tactics. From this, we are able to put together an annual marketing flowchart that identifies the timeline and budget of all of our deliverable items.

Some of our objectives were to communicate a consistent message about the Colorado State Fair across all platforms, growing awareness by targeting metropolitan and rural areas, building lasting awareness of the event and increasing attendance and ticket sales for general admission, concerts, the carnival and rodeos while building lasting awareness of the event.

Target Audience

Through Nielsen Scarborough research, we identified the whole of Colorado as our primary demographic, appealing to individuals and families eager for outings and activities that provided outdoor space, safety, and family-friendly fun. We focused on accessibility in Colorado via the I-25 corridor and a diverse set of audiences, including:

4-H and FFA Communities
Commercial Exhibitors and Vendors
The Carnival Ride Enthusiast
The Fair Foodie
The Concert-goer
Families
Hispanic Population

Scarborough Research

Colorado Springs/Pueblo DMA used as the base for the target audience
Visited the Colorado State Fair in the past 12 months
300 Respondents – Projected to 104,416 audience
Demographics and Media Usage
Key Demographics
- Adults 25-64 – 70.5% of our target with a 107 index
- Skews female
- 60% have HHI of $75k or less
- 15% more likely to have a household of 3 or more (57.4%)
- 39% of our target audience has a high school degree or less (index of 121)
- 54% are not married (index of 118) so they are single, separated, widowed or divorced
- 46% are married
- 44% more likely to have two or more teens in the household

Media Quintiles

Newspaper/Print
- 75.2% are moderate to very heavy users of newspaper
- Low reach of our target however except for Pueblo Chieftain
- 8.5% read The Gazette (Sunday average print reader)
- 2.5% read the CSBJ
- 5.7% read the Indy
- 17.4% read the Pueblo Chieftain (Avg. Daily)
- We can reach these people more cost effectively with other media
Radio
- 73.4% are moderate to very heavy users of radio
- 70.5% streamed audio in the past month (104 index)
- 20.3% are podcast listeners (81 index)
- Top stations based on “ preferred station”
- KKMG, KCCY, KPHT, KIBT, KKPK, and KILO
Television
- 66.6% are moderate to very heavy users of broadcast television
- Highest reach of our target
- 47.2% watch KKTV
- 32.3% watch KOAA
- 34.7% watch KRDO
- 37.9% watch KXRM/KXTU
- 58.1% do not subscribe to cable television
- 81.7% streamed video in the last 30 days
Internet
- 63.9% are moderate to very light users of internet
- Indices are high for heavy, moderate and very light users (110/109/130) so it is spread across most of the quintiles – but very heavy usage category is only 14.3% with 71 index
- 19.4% are heavy social media users (124 index)
Miles Traveled (Outdoor Media Exposure)
- 59.1% are moderate to very heavy travelers
- Broad exposure with impactful messaging
- Highest index and percentage is for the “ heavy” category with 24.2% and 120 index
Public Media
- 95% did not contribute to public radio (KRCC has a 59 index)
- 90% did not contribute to public television (PBS has a 109 index)
Hispanic Media
- 3.8% watched Univision in the last week (index 100)
- 2.5% watched UniMasin the last week (index 110)
- 1.5% watched Telemundo in the last week (index 52)

Proven Results Across Industries

Our portfolio spans automotive, healthcare, nonprofits, tourism, large-scale events, and enterprise organizations — united by one common outcome: growth.