KidGlov, a boutique marketing and advertising agency with offices in Lincoln and Omaha NE, received a Nebraska Tourism Award in the Outstanding Marketing Campaign category for their work with Lancaster Event Center Fairgrounds (LECF) and the 2021 National High School Finals Rodeo (NHSFR). The event is the world’s largest rodeo by contestant, with 1,500 high school rodeo athletes from 41 states and three countries competing in 13 rodeo specialties and two shooting competitions.
LECF was selected by the National High School Rodeo Association (NHSRA) to host the event, which has rotated the past nine years between the Wyoming communities of Gillette and Rock Springs; making Lincoln only the third location to host the event in recent years.
Amy Dickerson, managing director of LECF, told the Lincoln Journal Star that the event sold record numbers of event wristbands and individual rodeo tickets, the success of which she attributed largely to KidGlov’s marketing campaign. The event was such a success, that the rodeo itself received a Nebraska Tourism award in the Outstanding Event category.
KidGlov’s strategy for marketing the rodeo began with conducting extensive research on high school rodeo events, including interviews with event organizers, contestants and fans. The result was a multifaceted marketing campaign designed to help LECF increase rodeo attendance from competitors’ families and fans, capture the attention of local/regional rodeo enthusiasts, and highlight opportunities for spectators to watch, shop and eat while at the event. The rodeo was projected to generate a minimum of $16 million for the Lincoln economy.
The campaign included national print and digital advertising to NHSRA members and rodeo enthusiasts, as well as local advertising via television, newspaper, Spanish and English radio stations, outdoor billboards, and digital and print advertisements. Social media strategy included paid and organic messaging, ticket giveaways and a series of posts which KidGlov created for NHSRA’s Facebook, Instagram and Twitter channels.
Additionally, KidGlov crafted public relations strategies which included press releases and story pitching to both national and local audiences. The agency also developed targeted emails to help inform NHSRA audiences and tourism organizations, while street banners in downtown Lincoln welcomed attendees and provided sponsorship opportunities for local businesses. Finally, KidGlov created a website landing page for the rodeo, designed to share key information, secure sponsors, and act as a resource for vendors, volunteers, ticket sales, supply sales and campground registrations.
“The world’s largest rodeo turned out to be a monumental win for LECF, the community and the state,” said Lyn Wineman, KidGlov president. “Considering the challenges posed by the COVID-19 pandemic and a windstorm which hit LECF the week prior, we felt the results of the campaign and the event were particularly gratifying.”
In addition to a record-breaking 2,800 event wristbands and 19,066 tickets sold for the rodeo, KidGlov’s campaign generated over 23 million trackable earned and paid media impressions, while digital and social impressions reached over 12.5 million. The event’s landing page, which achieved 111,412 page views, helped to completely sell out every single camping site, for a total of 1,369 bookings.
The Journal Star’s post-event coverage stated that the rodeo generated about $1.3 million in revenue from ticket sales, booth rentals, camping fees, food and beverage sales and sponsorships.
KidGlov’s most recent award caps off an impressive year for the agency, which saw the business win 18 awards at the 2021 AMA Omaha Pinnacle Awards, as well as being named Agency of the Year and winning Best in Show. Additionally, KidGlov walked away with 15 honors at this year’s AMA Lincoln Prism Awards, and the coveted Corporate Marketer of the Year designation.
The KidGlov advertising agency experts can be found weekly via their digital marketing channels on Facebook and YouTube discussing an array of marketing topics including healthcare marketing, financial advertising, nonprofit marketing and more. Learn more at KidGlov.com.
KidGlov is a full-service boutique marketing, branding, and advertising agency focusing on partnerships within these industries: community health, finance, healthcare, nonprofit, and purpose-driven businesses. From their offices in Lincoln and Omaha, Nebraska they work with changemaking regional and national brands across all industries who believe in the power of branding to kickstart success. KidGlov offers branding, logo and website design, content marketing, digital marketing, integrated marketing campaigns, strategic research, and more. To learn how the KidGlov team can help you tackle big problems and affect positive change, visit KidGlov.com, [email protected], or by call 402-483-9922.
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