IMC Plan

Yo u r ti c k e t
to
The Red River Ex

Integrated Marketing Campaign
Cliff Fewings
Raegan Hedley
Emily Janssens
Katherine Hardy
Executive Summary
The Red River Exhibition (The Ex) is Manitobas premier fair, which attracts more than 200,000 people every
year. In recent years, the marketing campaign was more focused on attracting mothers and their children to
the fair to get up close. This has resulted in a decrease in midway ridership.
There are two distinct audiences we want to attract to The Ex: the Midway Riders and Winnipeg Mothers. The
Midway Rider is usually between the ages of 14 and 25, attends high school or university, and has a part-time
job. They tend to get much of their information from their peers and social media platforms such as Facebook
and Twitter. The Winnipeg Mother is a busy person who takes care of her family and lives a comfortable
middle-class life. Their children participate in plenty of extracurricular activities, which keeps mothers always
looking for additional family activities. The Mothers tend to receive much of their information from morning
television programs, social media, and mom blogs.

The Ex has the distinct advantage of being located in a large, diverse metropolis whose population enjoys
being outside and taking part in big events such as The Ex, Folklorama, the Fringe Festival, and Folk Festival.
As our target audience receives much of their information through word-of-mouth, we need to get young people
excited about The Ex again.
The goals and objectives outlined in the marketing plan are to increase sales of both advance wristbands by 20
per cent and the express pass by 10 per cent. We also want to increase followers on our social media accounts
(Facebook, Twitter, and Instagram) by 300 come June 26, 2015. Finally, we want #YourTicketTo to be used by
1000 people during the fair.
To achieve our goals, we will use the following key messages to highlight to our primary audience why they
should return to The Ex:

You will save money by buying advance tickets that can be purchased

at Macs and Sobeys around the city.

The Red River Ex is fun, and theres lots of things to do with your friends.

Additionally, we created a Facebook and Twitter contest to get people excited and talking about The

Ex. We are encouraging people to tell others what their ticket is for, i.e. #YourTicketTo. For every person

who enters the contest, they will have the chance to win two wristbands

for a day to spend at the fair with their friends.
Given our new approach to promoting The Ex this year, the budget needs to change to reflect our new strategy.
The biggest change involves the Winnipeg Free Press as the paywall is leading to fewer website visitors.
We chose to redistribute some of these funds toward Metro Winnipeg, which has seen an increase in online
viewers. We also think that our primary audience doesnt frequently listen to 680 CJOB, BIG FM and 99.9 BOB
FM. Instead, they tend to listen to Energy 106, so we eliminated the budget from BIG FM and gave it to Energy
106. Given Citys morning switch to Wheeler in the Morning with Philly and Rena, we felt the money used to
advertise on the station was not effectively reaching our target audiences.
Finally, with the extra money remaining in our budget, we decided to purchase billboards leading up to the fair
because of their documented success in creating awareness.
To measure the progress of our objectives we can easily track the comments, likes, shares, and re-tweets
of our posts and contests in real time. To measure website traffic, Google Analytics can track the number of
unique visitors, average time spent on the website, and website hits. To determine how effective our radio and
print advertisements were at reaching our audiences, the radio stations and newspapers will provide these
statistics for us.
TaBle of contents
Background
SWOT
Problem Statement
Campaign Objectives
Target Audiences
Brand Positioning Strategy
Key Messages
Strategic Consistency
Marcomm Mix Overview
Media Selection
10
Heavily Adjusted Mediums
13
Blocking Chart
14
Budget
15
Evaluation
16
Executions
18
Appendices
24
Situation analysis
Background
The Red River Exhibition (The Ex) is a ten-day festival that kicks off summer in Winnipeg every
year. The Red River Exhibition Association is a not-for-profit company that consists of 150
members and over 1,500 volunteers. The Association promotes Manitoba agriculture, industry,
and tourism.
The Ex, which has been around for 65 years, is located at The Red River Exhibition Park.
It strives to be a premier family destination, offering park goers access to midway rides,
agricultural exhibits, concerts, food and games, and stage shows.
The Ex is an accessible, diverse, and inclusive event for all groups of people, whether it is
moms with strollers or teens and their friends.
SWOT
Strengths:

The target markets are specific.
The primary target audience is easy to find geographically.
The Ex is a very visual event and can easily be promoted on social media.
There are a lot of activities at The Ex, which can be used as various publicity
hooks to make the fair more appealing to both audiences.
The Ex incorporates a lot of newsworthy events and activities, which can be

used as angles to pitch the fair to the media.
The Ex reaches the secondary audience with a variety of activities. This

promotes familiarity and will hopefully encourage people in this audience
to come to the fair again this year.
People in Winnipeg know when The Ex is coming, so money only needs to be

spent on reminding the audiences of what the fair is about.
Weaknesses:

The primary target audience may be too varied. There might not be a
unifying theme to make a coherent and cohesive marketing plan
that will appeal to both target audiences.
There are not a lot of activities that would encourage the primary
target audience to come to The Ex.
The event guide is delivered to subscribers of the Saturday edition of the

Winnipeg Free Press, which mostly excludes the primary audience.
The Get Up Close theme may be too specific for reaching out to the
secondary audience. Not all families want to/like to see and pet animals.
Theres not a lot for adults to do while waiting for their

kids/teens to go on the rides.
There is not a lot of money to work with in the budget.
Opportunities:

The Your Ticket To theme is very timely as the end of June marks the
beginning of summer, which leads to a lot of publicity hooks.
Snapchat is a very popular app among the primary target audience

and can be used to promote The Ex to them.
People tend to like to share their personal experiences with each other.
A social media contest will encourage people to share their experience
at The Ex with their followers to build awareness.
Both target audiences generally go straight to the Internet to get the

information theyre looking for. By constantly updating The Exs social
media sites and website, audiences can easily find the information
theyre looking for.
The success with the previous marketing plan for the secondary
audience can be used to strengthen the messaging to that audience
and encourage even more of them to come to The Ex.
More and more people in Winnipeg are reading blogs as their primary
source of information about whats happening in the city. The Ex can partner
with some of these bloggers to receive almost free advertising for The Ex.
The EXtreme Team is already in charge of social media and can use
their contacts to advertise to the primary audience.
Threats:

It will be difficult to break through the noise on social media.

Relationships with media no longer help to get free promotion. More money

needs to be spent on ads to encourage local media to promote The Ex live.

There are a lot of other recreational activities and events competing for

the attention of both target audiences.

Because most of the events at The Ex take place outside, bad weather

may keep a lot of people from coming to the fair.

School is still in session while The Ex is in town. Parents may not

want to take their kids out on a school night.

Winnipeg is very close the U.S. border where there are numerous

state fairs that are similar to The Ex.
Problem Statement
There has been a decline in midway ridership over the last few years because less people are
buying wristbands.
Campaign Objectives
Increase sales of advance wristbands by 20 per cent

Increase sales of Express Pass by 10 per cent
1000 people use our social media hashtag during the fair
Gain 300 new followers on each of our social media sites
(Twitter, Facebook, Instagram) by June 26, 2015
Strategic Campaign Decisions

Target Audience
Primary Audience: Midway Riders
People in this group are ages 14 to 25. For the most part, Midway Riders still live with their
parents. They either attend a local high school or commute to attend university or college.
Based on the 2011 Stats Canada Census data, Fort Garry, Downtown, and St. Vital are the
areas in Winnipeg where the most people ages 15 to 24 live.
Outside of school hours, Midway Riders also work part-time jobs during the school year at
places like shopping malls and restaurants to earn spending money. Over the summer they
might pick up more hours at their part-time job, or find a full-time job to make more spending
money. They play on sports teams or take part in recreational activities and spend a lot of time
socializing with friends.
Midway Riders spend a significant amount of time on their smartphones using apps, scrolling
through social media, watching videos, and messaging friends. Instagram, Facebook, Snapchat,
and YouTube are the most heavily used platforms. This group is more likely to read short listicle
or Buzzfeed style writing rather than full articles, and they are also more likely to visit websites
or read articles posted by friends on Facebook and Twitter.
In the morning, Midway Riders might listen to 103.1 Virgin Radio, Energy 106, or QX 104 on
the way to school in the car. They may also ride the bus to school, which exposes them to bus
advertisements and Metro Winnipeg, the newspaper. In the late afternoon/evening when they
come home, they might watch new shows they are following on television, stream Netflix, or
browse around online. They also spend a lot of time on YouTube after school watching videos.
This group loves summer because it means university/high school is over for the year, and
they have the leisure time to have fun. Midway Riders also have more disposable income in
the summer, so they are more likely to take part in leisure activities. This group spends their
summers getting out and doing things like going to festivals, sporting events, parties and
concerts, and meeting new people.
Persona: Ava, 17
Ava is in her senior year of high school. Because she hasnt turned 18 yet, she enjoys going
to all-ages events on the weekend where she and her friends can have fun, take pictures, and
get tanned outside. She is glued to her smartphone, and she loves uploading on Instagram and
Snapchat. She works part-time at A Little Pizza Heaven, and shes a cheerleader on her high
schools cheer team. Shes been to The Ex before when she was 13, but hasnt been back since
then.
Secondary Audience: Winnipeg Mothers

Profile: These women are between the ages of 25 and 45 and are from middle-class
households. Their children range from 2-10 years old. Mothers tend to be consumed by their
childrens school activities as well as involvement in sports, dance, art classes, and various
extracurricular activities.
Winnipeg mothers in the targeted age range tend to be stay-at-home mothers, which means
they want to spend time with their kids and keep them busy. They tend to want to be involved in
their childrens extracurricular activities and like to stay informed on what they are doing.
Winnipeg mothers tend to frequent blogs, Facebook, and Twitter. They are likely to trust the
advice and knowledge given by other mothers through blogs such as PegCityLovely. They tend
to use Facebook and Twitter to stay up-to-date on what is happening locally, including events
and activities their children may be interested in.
As their children get ready for school in the mornings, they may have CTV Morning Live on the
television. This is how they find out whats happening in Winnipeg and around the world. When
driving their children to school or to activities around the city, they may be exposed to messages
on the radio whether that is radio commercials or from on-air hosts. The stations they tend to
listen to are 103.1 Virgin Radio and 99.1 Fresh Radio.
Winnipeg mothers tend to stay active. They like going for runs or walks around the
neighbourhood or attending classes at a local gym. They tend to go out with their husbands,
other couples, or go out for dinner with friends during the weekend. In the evening once their
children are in bed, they may watch their favourite television shows while using their iPad to
scroll through Pinterest for recipes, Twitter for news, and Winnipeg blogs for tips and tricks.
Persona: Carrie, 31
Carrie has two children, Wyatt, 2, and Sophie, 5. She is a stay-at-home mom, and she enjoys
spending quality time with her children. She starts her day off by making breakfast for Wyatt
and Sophie then driving Sophie to school. While running errands and taking Wyatt to the park,
she stays connected on her smartphone. She documents her day with Facebook and Twitter.
Her evenings are spent doing activities with her children, such as watching movies, attending
art class, and driving her children to extracurricular activities. She and her husband take her
children to The Ex every year, and it has become a family tradition.
Brand Positioning Strategy

The Red River Ex is the only place in Winnipeg where people can go to get the whole fair
experience.
Marketing Communications Message Strategy

Key Messages
We will reach our primary audience with the following messages:

1. You will save money by buying advance tickets that can be purchased
at Macs and Sobeys around the city.
2. The Red River Ex is fun, and theres lots of things to do with your friends.
We will reach our secondary audience with the following messages:

1. Make The Ex an annual family tradition.

2.The Ex provides activities and entertainment for your kids at a low cost.
Strategic Consistency
Our theme for this campaign is Your ticket to. We want to convince our audiences that The
Ex will start their summer off with a thrill that will carry them through the rest of the season. Our
tagline, Your ticket to _______, will resonate with the midway riders who want to have fun as
well as the mothers who want something to do as a family. Our fill-in-the-blanks will show both
our primary and secondary audiences what The Ex has to offer.
We want to shift the focus away from Get Up Close this year and move it toward the thrill of
the ride. We plan to focus more on using social media for our marketing efforts as a way to
effectively reach our audiences. We also plan to redistribute the allocated budgets for print
advertising and radio to give other areas a boost and try some different approaches.
ME D IA
Marcomm Mix Overview
Advertising
We want to boost Facebook advertising for The Ex this year because its a cost effective way
to reach our secondary audience. Through a carefully targeted campaign, we can encourage
mothers to click on the ad and go to the website where they can see all of the family-friendly
activities The Ex has to offer.
We plan to continue with 30 second radio ads again this year because its a good way to target
both of our audiences. Because a good portion of people in the primary target audience drives
to school everyday, we have added Energy 106 to the radio ad buy.
Weve also decided to add a billboard campaign this year to help reach the objectives. We plan
to buy space on a couple of billboards as a reminder for members of both target audiences
about when The Ex will begin. We think the billboards will give a boost to the radio ad series
as well because both target audiences will be reminded through two different mediums on their
daily commute.
We want to cut back on advertising on the Winnipeg Free Press website because we dont think
it has the same reach it used to since the paywall went up. That leaves us with a little extra
money, which we think would be best spent on a cover ad for the Metro to run the Friday the fair
begins.
For television ads, we plan to continue with whats been done in the past to get reporters going
to The Ex for live remotes. Weve decided to cut City as we think that this TV station no longer
reaches our target audiences.
Social Media
We plan to boost The Exs social media presence to not only reach both audiences more
effectively, but also reach the campaign objectives as well. During the week leading up to the
fair we will ask, What are you going to the Red River Ex for? on both Twitter and Facebook. To
be entered into the draw for two wristbands, people need to either share the post on Facebook
and comment with their answer, or re-tweet the post on Twitter and tweet their response.
Everyone who does this will be entered, and well randomly draw a winner for each site
at the end of the day.
We plan to continue with the EXtreme team to boost The Ex on social media during its ten-day
run. To get even more reach, we think The Ex should add a Snapchat account into the social
media mix as well. The EXtreme team can post live to Snapchat throughout the day, which will
serve not only as a reminder that the fair is on, but also so people not at the fair can see what
theyre missing and be encouraged to join the fun.
Finally, we plan to continue with YouTube advertising as this is another great way to reach the
primary target audience.
Promotions
To remind both target audiences that the fair is coming to Winnipeg, we plan to host a publicity
stunt the Saturday before The Ex begins. The stunt will take place at The Forks and will consist
of a performance from The Street Circus. It will take place under the Canopys to ensure
maximum exposure. At this event, we will have members of the EXtreme Team available to
sell pre-sale tickets, and everyone who buys tickets will receive a copy of the event guide. This
event will fit well into the tagline because people will see that their ticket to The Ex is their ticket
to a show.
Prior to the event, we will send out pitch emails to TV news outlets throughout the city to try to
get some of them to come out. In addition to that, the EXtreme team will post to social media
during the event, and well hire a photographer/videographer so we can put the footage on the
website as well.
In addition to passing out the event guide to pre-sale ticket buyers at the publicity event, we
think they should also be distributed at the Macs and Sobeys locations. The guide will be given
out to people who buy pre-sale tickets at these places.
Finally, we want engage the blogosphere in Winnipeg more this year because blogs are
becoming very popular among our secondary target audience. We will give tickets to a handful
of notable mommy and lifestyle bloggers in Winnipeg (for example, PegCityLovely) and ask
them to come to the fair and write about their experience, and post about it on their social media
accounts. This will serve as a reminder to both audiences of all the fun things there are to do at
the fair.
Media Selection
Facebook Ads
We have chosen to reach Winnipeg Mothers through Facebook, because according to a
study done by Forum Research, 70 per cent of mothers with children under the age of 18 use
Facebook. According to the same study, Facebook also has the highest usage rate among
Canadians at 59 per cent.
10
By increasing the budget for Facebook ads by $2,500, we will be able to effectively reach our
audiences on Facebook. These ads will target specific characteristics such as age range,
location, and interests. The ads will encourage users to visit the website where they will be able
to find more information about The Ex.
Using Facebook ads will help increase awareness of Winnipeg mothers who may be on the go.
It will also encourage viewers to buy presale tickets and generate traffic to the website.
Radio Ads
A 30-second radio spot will be used to target both Midway Riders and Winnipeg Mothers. The
spot will continue to play on all the radio stations except for BIG FM and BOB FM. The radio
stations we have left in the mix best represent our target markets.
Billboards
We added poster billboards to the mix because it will maximize the exposure of The Ex.
According to Outfront Medias media kit, 76 per cent of travelers always notice outdoor billboard
ads. We have the money to execute the billboards because we have removed City and some
Winnipeg Free Press online page takeovers from the media mix.
We will direct people to the website because, according to the same media kit, 41 per cent of
people say seeing a billboard prompted them to visit a website to find out more information.
Billboards will also increase the awareness as commuters will see it at least once a day leading
up to The Ex.
Facebook and Twitter Contest

To target both audiences on social media, we have chosen to reach them through Facebook
and Twitter. For midway riders, according to a study done by Forum Research, Facebook is
popular among Canadian youth at 75 per cent, and Twitter is the second most popular at 36 per
cent. As mentioned earlier, Facebook is the most popular among mothers who have children
under 18 at 70 per cent, according to Forum Research.
Through a Facebook and Twitter contest, we will increase engagement with both accounts
and help to increase followers. We will also be able to reach a larger audience by using
both mediums as opposed to being limited to one. By having users post a photo and use
#YourTicketTo when uploading their photos, we will create conversation and further the
awareness of The Ex.
11
Publicity Event
We decided to assign a portion of the budget to create and organize a publicity event prior to
The Ex that will be pitched to the media. We will send the pitch email to CTV News and Global
News. Using these media outlets, we can specifically target Winnipeg Mothers who will bring
their kids to The Forks for the free event.
This publicity event will gain awareness among audiences and others who will be at The Forks.
Selling presale wristband tickets at this publicity event is a great opportunity to increase sales
and increase interest in The Ex among Winnipeggers.
Event Guide
The Ex event guide is currently distributed via the Saturday edition of the Winnipeg Free Press.
We have decided to distribute the event guide differently this year. We are taking it out of the
Saturday Free Press because we dont think its reaching enough of our target audiences.
Instead, we will give it out at Macs and Sobeys where presale tickets are sold, so people
who buy presale tickets will get the event guide. They will be placed at the counters to remind
customers when making a purchase that The Ex tickets are for sale. This gives customers the
opportunity to look through the guide prior to making the purchase.
Blog Posts
We are also introducing a new event that will incorporate the blogging community. By having
notable Winnipeg bloggers attend the event and post about their experience, we will be reaching
Winnipeg Mothers who follow those bloggers. This will create conversation and awareness
because people can comment and like the post, and the blogger can promote their blog post on
Facebook and Twitter.
12
Heavily Adjusted Mediums

Newspaper
With the Winnipeg Free Press implementing a paywall for their online content, we have decided
to reallocate $12,000 of the budget and put it toward other mediums, such as Metro Winnipeg.
We no longer think its the most effective way to advertise for The Ex as fewer Winnipeggers are
using the Winnipeg Free Press as their main news medium.
We have increased the budget for Metro Winnipeg to purchase a page takeover for both online
and print. According to the 2016 Metro Winnipeg rate card, the Metro is the most read daily
paper for adults between the ages of 25 and 54. This will allow us to target Winnipeg Mothers
and others who access the paywall-free website.
Front page takeovers will also reach a wider audience including some Midway Riders. This is
because the Metro is free and placed in various spots around the city such as buses, colleges/
universities, and newspaper boxes.
Radio
Our radio mediums have been changed to effectively represent the target market. We have cut
99.9 BOB FM and $5,000 from 680 CJOB to put toward our publicity stunt and billboards. We
have decided to take the money from BIG FM and introduce Energy 106 to the mix. According
to Energy 106, their target market are 35-54 year olds (24 per cent) and 18-24 year olds (24 per
cent). BIG FM targets an older audience of men, which doesnt represent our target market.
13
Blocking chart
RED RIVER EX BUDGET

RADIO
$48,500
NEWSPAPER
Winnipeg Free Press - online & print
Filipino Journal
Winnipeg Parent (1 ad runs in June)
Metro (online and print)
$43,250
TV
$29,000
CJOB
ENERGY 106
QX 104
FAB
Virgin
BOB
92 CITI
KISS
NCI
CTV
Global
CityTV
ONLINE ADS / SOCIAL MEDIA

ChrisD.ca web site
Facebook Ads
Youtube Ads
Rogers - online media (Chatelaine Mag online etc.)
Printing
Distribution
EVENT GUIDE
$9,000
$16,000
$10,000.00
$5,000.00
$7,000.00
$1,500.00
$10,000.00
$0.00
$6,500.00
$3,500.00
$5,000.00
$16,500.00
$5,000.00
$1,000.00
$20,750.00
$15,000.00
$14,000.00
$0.00
$2,000.00
$7,500.00
$1,000.00
$1,000.00
$16,000.00
$0.00
14
BuDget
RED RIVER EX BUDGET
RADIO
$48,500
NEWSPAPER
Winnipeg Free Press - online & print
Filipino Journal
Winnipeg Parent (1 ad runs in June)
Metro (online and print)
$43,250
TV
$29,000
CJOB
ENERGY 106
QX 104
FAB
Virgin
BOB
92 CITI
KISS
NCI
CTV
Global
CityTV
$9,000
ONLINE ADS / SOCIAL MEDIA

ChrisD.ca web site
Facebook Ads
Youtube Ads
Rogers - online media (Chatelaine Mag online etc.)
Printing
Distribution
EXtreme Team Salary

Expenses (cell bills + clothes)
Publicity Event
Travel Manitoba
Tourism Winnipeg
Survey Monkey
EVENT GUIDE
$16,000
PROMOTIONS
$13,500
PARTNERS
$8,000
RESEARCH
$250
OTHER
Day Sheet - daily program distributed at gate
Creative - ads/event guide
Photography
Web Design
Videographer
Video Re-editing/Tweaking
TV Creative
Outdoor advertising, billboards
TOTAL
BUDGET
$18,735
$10,000.00
$5,000.00
$7,000.00
$1,500.00
$10,000.00
$0.00
$6,500.00
$3,500.00
$5,000.00
$16,500.00
$5,000.00
$1,000.00
$20,750.00
$15,000.00
$14,000.00
$0.00
$2,000.00
$7,500.00
$1,000.00
$1,000.00
$16,000.00
$0.00
$10,000.00
$1,250.00
$2,250.00
$4,500.00
$3,500.00
$250.00
$2,000.00
$4,000.00
$1,350.00
$3,000.00
$4,350.00
$1,535.00
$2,500.00
$10,532.00
$199,267.00
$200,000.00
$8,000 Partner budget is the only "mandatory" spend.
15
Development Costs
We will be using the videographer and photographer already on retainer during our publicity
stunt at The Forks. The increase in allocated funds for these individuals is assuming the $75/
hour rate. Given that, we are paying the photographer for an additional five hours of wages,
three for the event and two for post-production. For the videographer, we will again be paying
for five hours of labour. Additionally, he will be paid for five hours of post-production to produce a
high-quality video for YouTube.
Measurment
Evaluation
To measure our efforts on social media, we will track tweet and post impressions, engagements
on Twitter and Facebook, likes, and comments (noting tone and nature of comments). We will
also measure new followers and profile/page views on Facebook and Twitter. Each site has
analytics that can be used for this kind of measurement. On Instagram there isnt a way to track
these metrics, so we will just look at the number of new followers and participation and follower
engagement on posts.
Using Google Analytics to track the website activity will allow us to measure website hits, unique
visitors, and the amount of time people are spending on the website. We can plot this data on
a timeline, next to some of our other marketing efforts, to see if they had an impact on people
going to The Exs website for information.
We will also look at tone and content in non-tagged posts on social media where people
mention the Red River Ex. Searching, screenshotting, and cataloguing these posts is important
because it shows what people are talking about when it comes to the Red River Ex and how
they are talking about it. This will help determine the success of our marketing efforts because
we can see if they are touching on the things we want them to talk about.
For Facebook and other online ads, we will look at link click-throughs, media views, and
engagements to determine success. Cost-per-click will determine our return on investment.
Facebook provides these analytics when you purchase ads.
For other paid advertisements, specifically for print, television, radio, and other out of home
media, we will measure audience exposure using statistics provided by each publication or
news outlet.
16
Google Alerts can be used to track mentions of the Red River Ex online, so they can be entered
into a spreadsheet to track media coverage, roughly determine reach, cost per contact, and see
at quality of the coverage (much like Media Ratings Points but more cost effective). We will also
look at tone, and factors like call to action and repetition of our key messages.
For paid coverage by mommy bloggers, we will look at their followers, how they mentioned the
Red River Ex (on social media, blog post, snapchat, photos, etc.), and if they repeated our key
messages and stated a call to action anywhere in their mention.
We will measure guest experience using targeted Survey Monkey surveys.
Overall, if wristband sales increased, including advance sales, that will be an indication our key
messages were effectively communicated to our target audiences.
17
Executions
Billboard Advertisements (Horizontal Poster)
18
Facebook Contest
Snapchat
Twitter Contest
19
Event Guide
Front Cover
2016 Program Guide
Yo u r ticket to
THe Red
River
Ex
JuNe 17-26
RedRiverExhibition.com
20
Inside Cover (Page 1)
Table of contents
Daily Schedule
5 - 15
Agriculture Attractions
16 - 20
Entertainment
21 - 24
Family Spaces
25 - 27
Competitions
28 - 30
Map
30 - 31
Concerts
31 - 33
Stores
34
Food
35
21
Page 2
Red River Ex
@RedRiverEx
@RedRiverEx
r
u
o
Y
#
o
T
t
e
Tick
Hours
Monday to Wednesday:
3 p.m. - Midnight
Thursday to Saturday:
Noon - Midnight
Sunday:
10:30 a.m. - Midnight
22
Radio Ad
Client:
Red River Ex
Title:
Your Ticket To
Start:
TBD
End:
TBD
Length:
30
ID#: 342
Submitted: 261115
Stn: 103.1 Virgin,

Energy 106
Writer: Emily Janssens
Talent/Music: Male or Female/

Carnival Music
<Fade in music>
Your ticket to rides!
<SFX rollercoaster>
Your ticket to getting up close!
<SFX cow>
Your ticket to concerts!
<SFX rock music>
Your ticket to games!
<SFX skeeball>
Your ticket to a show!
<SFX laughter>
The Red River Ex is coming June 17 to 26.
Get your tickets today!
For more information you can visit our website: redriverex.com/2016
<Fade out music>
23
APPENDICES
CHWE-FM Winnipeg, Manitoba
Energy 106
Format: CHR/Top 40
Commercial Originating Stations: FM: 10 AM: 2
Population: 696,909
28%
Age
24%
Gender
23%
19%
Female
59%
5%
Male
41%
1%
Teens
18-24
25-34
35-54
55-64
65+
Education
<High School
26%
High School
College/Trade
University
Post Grad
$50,000-$74,999
$75,000-$99,999
$100,000+
21%
20%
21%
8%
Household Income
<$30,000
7%
$30,000-$49,999
11%
16%
19%
43%
Occupation
WINNIPEG 2016
23%
16%
10%
5%
7%
7%
3%
5%
INTRODUCTORY PRICING
319,000
unique weekly
print readers!
, daily readers
According to the Numeris Spring 2015 results, CHWE-FM has a weekly reach of 111,000
listeners. These consumers spent 433,000 hours weekly tuning in to CHWE-FM.
Source: Numeris Spring 2015. All Week A12+, Winnipeg CTRL
Metro is #
most read daily
paper each week
for Adults
Metro readers are
LOYAL
% Male / % Female
% do not read the

Winnipeg Sun, and %
do not read the Winnipeg
Free Press
% age -
Average Age =
SPECIAL POSITIONS
MODULAR
MODULAR
- insertions
+ insertions
Full Page
$,
$,
Digest
$,
$,
/ Page
$,
$,
/ Page V/H
/ Page V/H
/ Page V/H
/ Page
/ Page
/ Page
- insertions
$,
Page Special
$,
POP-UPS
Pop-ups
$,
Full Pages + Pop-ups
$,
Full Pages + Pop-ups
$,
WRAPS
Page (FC+OBC+IFC+IBC)
$,
Page (FC+OBC)
$,
Page (FC+IFC)
$,
BRAND PROGRAM
PREMIUM POSITIONS
PREMIUM
CENTER SPREADS/ PULL OUTS

Page Special
Month
$,
+ insertions
Outside Back Cover
$,
$,
Inside Front or Back Cover
$,
$,
INTERACTIVE / ONLINE
No digital pay wall for our on-line news!
Front Page Top Banner (Crown) $
Front Page Bottom Banner
Front Page Skybox (L or R)
Desktop / Mobile / iPad
$/day
Page Banner
Leaderboard/Big Box/Mobile Banner ROS
$/CPM
, Unique Visitors/month (July )

Home Page Take Over Package
PLAY PAGE
MODULAR
Play Ad (col)
Play Banner
Play Domination
- insertions
$
+ insertions
Interstitial screen (Mobile & iPad)
$/Day
Load In Interstitial screen (Mobile & IPAD)
$/Day
Custom Publishing/Content Amplifier Pkg
$/ months
$,
$,
FOR MORE INFORMATION PLEASE CALL 204.943.9300

*SOURCE: Vividata Q. **The introductory pricing above includes full colour and creative if necessary.
metronews.ca
24
Digital inventory can be sold in four week cycles or less, with multiple creative with no production cost.
Digital Space Rate

# of Faces
1
OUTFRONT Media 2015 General rate card
4 week cost
$2500.00
Posters
Poster panels or billboards are front illuminated and 10 x 20 in size. Posters are sold in fourweek cycles and allow for strategic placement throughout the market place.
Poster Space rates
# of Posters
GRP Level
Cost per
Duration
Campaign
Poster
Cost
1
3.5
$ 1,275
4 Weeks
$ 1,275
8
25
$ 1,015
4 Weeks
$ 8,120
For Hand Picked
is $1,695.00
for 4 Weeks, and
for 2 5 posters it
16 locations the
50 cost for 1 poster
$
905
4 Weeks
$ 14,480
is $1,600.0024
per poster for 475
Weeks.
$
865
4 Weeks
$ 20,760
Poster Production
Posters are comprised of 10 separate sheets of paper, which are handpainted, screen-printed or
lithographed. Front illuminated at night, they are highly visible to any mobile target audience.
Cost is dependent on the quantity produced and the complexity of the design. An example of
production costs for various printing methods are listed below.
Poster Production Rates

Process
Digital
Digital
Digital
Quantity
1
2 to 4
5 to 50
# Of Colours
4 colour
4 colour
4 colour
Cost per Poster

$
225
$
200
$
150
Firm quotes will be provided upon sight of final art. Shipping, taxes and film costs (when required) are extra.
Transit Shelters
Transit Shelter advertisements are life size rear illuminated displays offering outstanding
Website
Sources
visibility.
Transit Shelters deliver rapid reach, and are and excellent medium for special event
promotions.
They are also an ideal medium for new products launches where high awareness is
http://canadiansinternet.com/2015-canadian-social-media-usage-statistics/
key.
http://winnipeg.ca/census/2011/
Transit Shelter Space Rates
# of Panels
GRP Level
Cost per TSA
Duration
1
9
3
25
$ 485
$ 385
4 weeks
4 weeks
Campaign
Cost
$ 485
$ 3,465
25
Email from The Street Circus
26
Big Box: 300 x 250 pixels, colour

Takeover A&E - Wallpaper 1900x1000, colour
Takeover A&E - Leaderboard: 728x90, colour
Takeover Home - Wallpaper 1900x1000, colour
Takeover Home - Leaderboard: 728x90, colour
Takeover A&E - Wallpaper 1900x1000, colour
Takeover A&E - Leaderboard: 728x90, colour
5 X 120 (5" Wide X 8.75"Deep), colour

Comics Ad
350 x 350 pixel box ad, colour

631 pixels x 109 pixels leaderboard, colour


Leaderboard 728x90px
4 pg: Centre Spread w/ front & back cover, colour Resize from above May 23
1/2 pg ad w/ bonus 1/2pg editorial
WFP Web Site

WFP Web Site
WFP Web Site
WFP Web Site
WFP Web Site
WFP Web Site
WFP Web Site
WFP Web Site
WFP Web Site
WFP Web Site
WFP Web Site
WFP Web Site
WFP Web Site
WFP Web Site
WFP Web Site
WFP Ad
WFP Ad
WFP Ad
WFP Ad
WFP Ad
WFP
Tourism Winnipeg
Tourism Winnipeg
Tourism Winnipeg
Travel Manitoba
Travel Manitoba
Chris D.ca
Filipino Journal
Winnipeg Parent
May 15
June 2
June 2
June 2
June 10
May 15
May 15
May 30
May 30
May 30
May 30
June 2
June 2
June 2
May 30
May 30
June 2
June 2
June 2
June 2
June 9
June 9
June 11
June 13
June 13
June 16
June 16
June 18
June 18
June 1
Resize from above May 16
Resize from above March


Wed. May 21
Tues. June 10
Wed. June 11
Thurs. June 12
Mon. June 16
2 May weekends
Fri. May 23
Fri. May 30
Tues. June 3
Wed. June 4
Thurs. June 5
Fri. June 6
Tues. June 10
Wed. June 11
Thurs. June 12
Fri. June 6
Fri. June 6
Fri. June 13
Fri. June 13
Tues. June 17
Tues. June 17
Sat. June 14
Sat. June 14
Mon. June 16
Tues. June 17
Wed. June 18
Thurs. June 19
Fri. June 20
Sat. June 21
Sat. June 21
June 2
11 9/16" wide by 6.28" high, spot red

Fri. June 13
Arts & Entertainment section wrap, colour
DEADLINE
May 26
May 27
May 29
WFP Daily events ad

WFP Daily events ad
WFP Daily events ad
WFP Daily events ad
WFP Daily events ad
WFP Daily events ad
WFP Daily events ad
WFP Daily events ad
WFP Daily events ad
run date
May 31
June 7
June 12
WFP Gatefold
size

description
WFP 1st teaser ad

WFP 2nd teaser ad
WFP 3rd teaser ad
IMAGE
Same dimensions as last year - resizing/rework WFP Gatefold
Dog running out of tunnel
Boys eating Yogurt

Woman with Art
Girl with Chickens

Tasty Treats (boys w frozen yogurt)
Sheep
Harlequin Barbershop Quartet

Woman looking at art
Expressway Boys
Woman looking at art
Harlequin Barbershop Quartet
Family Pack Contest
RABBIT
Cow
Horse Jumping
Dog running out of tunnel - Dogs10
Sheep
Girl with Chickens
Tasty Treats (boys w/frozen yogurt)
Woman with Art
Boy on Tractor
Candy Apples
Sheep
Giant Wheet w/ Fireworks Treated (face right and flip on the left)
Sheep
Rides9.jpg (Carousel)
Sheep
4-page as per last year. Cover will be same as Event Guide cover
Horse Jumping Shot

Dog running out of chute
Rabbit Shot
HEADLINE
Hashtag
#RREX
#RREX
STARTS TODAY
GET UP CLOSE
GET UP CLOSE
GET UP CLOSE
GET UP CLOSE
GET UP CLOSE
GET UP CLOSE
GET UP CLOSE
GET UP CLOSE
#RREX
#RREX
#RREX
#RREX
#RREX
#RREX
#RREX
#RREX
#RREX
#RREX
#RREX
#RREX
#RREX
STARTS NEXT WEEK
SEE TALENT UP CLOSE

LEARN UP CLOSE
CHEER UP CLOSE
GET UP CLOSE
SEE TALENT UP CLOSE
#RREX
#RREX
#RREX
#RREX
#RREX
#RREX
#RREX
#RREX
#RREX
#RREX
#RREX
#RREX
#RREX
#RREX
#RREX
#RREX
#RREX
#RREX
#RREX
#RREX
#RREX
#RREX
GET UP CLOSE
GET UP CLOSE
GET UP CLOSE
GET UP CLOSE
GET UP CLOSE
GET UP CLOSE
GET UP CLOSE
GET UP CLOSE
GET UP CLOSE
GET UP CLOSE
GET UP CLOSE
GET UP CLOSE
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TEXT
RIBBON
TICKETS & INFO at redriverex.com





ENTER NOW! DEADLINE MAY 28 COMPETITION JUNE 18 DETAILS at redriverex.com

{EXtreme Dog Show} TICKETS & INFO at redriverex.com
Performances Wedesday at the Red Barn Stage
Same as last year: Day Sheet resized from Event Guide

What's happening tomorrow - Sun. June 15
What's happening tomorrow - Sun. June 22
Red River Ex Starts June 13

Red River Ex Starts next Friday
Red River Ex Starts Tomorrow!
ONLY at The EX logo
ONLY at The EX logo
ONLY at The EX logo

ONLY at The EX logo
ONLY at The EX logo

ONLY at The EX logo
ONLY at The EX logo
ONLY at The EX logo

ONLY at The EX logo
ONLY at The EX logo
ONLY at The EX logo
ONLY at The EX logo
ONLY at The EX logo
ONLY at The EX logo
ONLY at The EX logo
ONLY at The EX logo

ONLY at The EX logo
ONLY at The EX logo
ONLY at The EX logo
ONLY at The EX logo
ONLY at The EX logo
ONLY at The EX logo
ONLY at The EX logo
ONLY at The EX logo
ONLY at The EX logo

ONLY at The EX logo
ONLY at The EX logo
ONLY at The EX logo
ONLY at The EX logo
ONLY at The EX logo
ONLY at The EX logo
ONLY at The EX logo
ONLY at The EX logo
ONLY at The EX logo

ONLY at The EX logo
ONLY at The EX logo
LOGO
Print Buy Overview
27

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Yo u r ti c k e t

The Red River Ex

Brand Positioning Strategy

Marcomm Mix Overview

Heavily Adjusted Mediums

The target markets are specific.

The primary target audience is easy to find geographically.

The Ex incorporates a lot of newsworthy events and activities, which can be

The Ex reaches the secondary audience with a variety of activities. This

People in Winnipeg know when The Ex is coming, so money only needs to be

The event guide is delivered to subscribers of the Saturday edition of the

Theres not a lot for adults to do while waiting for their

There is not a lot of money to work with in the budget.

Snapchat is a very popular app among the primary target audience

Both target audiences generally go straight to the Internet to get the

Increase sales of advance wristbands by 20 per cent

Strategic Campaign Decisions

Secondary Audience: Winnipeg Mothers

Brand Positioning Strategy

Marketing Communications Message Strategy

We will reach our secondary audience with the following messages:

1. Make The Ex an annual family tradition.

Facebook and Twitter Contest

Heavily Adjusted Mediums

RED RIVER EX BUDGET

ONLINE ADS / SOCIAL MEDIA

ONLINE ADS / SOCIAL MEDIA

EXtreme Team Salary

$8,000 Partner budget is the only "mandatory" spend.

2016 Program Guide

Inside Cover (Page 1)

Talent/Music: Male or Female/

Metro readers are

% do not read the

Full Pages + Pop-ups

Full Pages + Pop-ups

CENTER SPREADS/ PULL OUTS

Outside Back Cover

Inside Front or Back Cover

Front Page Top Banner (Crown) $

Front Page Bottom Banner

Front Page Skybox (L or R)

Desktop / Mobile / iPad

Leaderboard/Big Box/Mobile Banner ROS

, Unique Visitors/month (July )

Interstitial screen (Mobile & iPad)

Load In Interstitial screen (Mobile & IPAD)

Custom Publishing/Content Amplifier Pkg

FOR MORE INFORMATION PLEASE CALL 204.943.9300

Digital Space Rate

OUTFRONT Media 2015 General rate card

Poster Production Rates

Cost per Poster

Transit Shelter Space Rates

Cost per TSA

Email from The Street Circus

Big Box: 300 x 250 pixels, colour

5 X 120 (5" Wide X 8.75"Deep), colour

350 x 350 pixel box ad, colour

250 x 250 pixel box ad, colour

300 x 250 pixel box ad, colour

1/2 pg ad w/ bonus 1/2pg editorial

WFP Web Site