At a Glance
- Buyer: Wisconsin State Fair Park (WSFP) via State of Wisconsin DOA-CAPS
- Industry: Live events/public venue (state fair + motorsports + year-round events)
- Location/markets: West Allis, WI; Milwaukee/Madison/Green Bay; Rockford + Chicago, IL; nationwide motorsports fanbase
- Primary scope: Brand strategy, marketing, and advertising services (single awarded contractor)
- Key deliverables/channels: Brand strategy + research; media planning/buying (Linear + Connected TV, radio, print, OOH, digital, paid search, social); content + social support; email + SMS; influencer; video/photo production; reporting/analytics (incl. ROAS)
- Budget: Approx. $1.3M marketing/advertising base budget (FY24–25); budget not established for contract period (costing uses an estimated ~$750K–$1.2M annual range)
- Contract type/term: Services contract; initial 3-year term with up to three 1-year renewals (mutual agreement)
- Key dates: Q&A Round 2 due Mar 6, 2026, 3:00 PM CT (responses Mar 13, tentative); proposal deadline Apr 2, 2026, 1:00 PM CT; presentations May 4–8, 2026 (tentative)
- Eligibility/must-haves: Execute paid social/media buys; collaborate with WSFP in-house team for approvals; provide campaign analytics/reporting (incl. ROAS) and Q4 comprehensive evaluation; dedicated account manager; weekly meetings/calls + quarterly in-person meetings in West Allis; attend Wisconsin State Fair at least 2 days; support e-newsletters, content creation, and artist messaging for entertainment
Why This Could Be Interesting
Wisconsin State Fair Park (WSFP) in West Allis is the home of the Wisconsin State Fair and other signature events, including Milwaukee Mile racing. The organization is focused on keeping the Fair a must-attend summer destination while growing engagement and revenue year-round.
WSFP is hiring a single partner for brand strategy, marketing, and advertising services—spanning research and positioning, media planning and buying, and performance-driven digital support. The scope blends paid social and PPC with email and SMS, influencer programs, content support, and video/photography production, with an emphasis on driving people to WSFP sites and ticket offers.
What makes this one worth a look: it’s a multi-year relationship (three-year initial term with renewal options), and the stated marketing/advertising base budget was about $1.3M in recent fiscal years. WSFP also expects a full-funnel media mix—Linear + Connected TV, OOH, radio, print, paid search, and social—with clear measurement (including ROAS) and platform-by-platform reporting. Because WSFP’s in-house team leads core creative, the winning agency functions as a strategy + media + execution partner, and should be comfortable with hands-on collaboration, quarterly in-person meetings in West Allis, and on-site support during the Fair.
Best suited for integrated agencies with strong media buying, paid social, reporting/analytics, and event marketing chops.
Proposal deadline: April 2, 2026, at 1:00 PM CT
Download the full RFP here.
