Guilford fair
OPPORTUNITY:
The Guilford Fair, since 1859, a U.S. Library of Congress Local Legacy, had long relied on goodwill for their media coverage. Few organized efforts were targeted at increasing attendance and involvement in this entertaining, old-fashioned country fair, the second oldest in CT.
SOLUTION/RESULTS:
Since 1992, Barbara Puffer has donated her services as Advertising & Public Relations Director for the Guilford Agricultural Society, producers of this annual Fair. Since her involvement, the Fair has grown from what was estimated to be attendance below 20,000 to nearly 30,000 people. A comprehensive marketing program with a modest budget, includes: radio, newspaper and television advertising; movie theater marquis promotion; shopping mall placards; a brochure; public access television; year-round media pitches; a digital photo library; a web site; merchandising and more. The materials included extensive artist profiles and photographs of their work.