Canyon County Agriplex

Public Relations Campaign

Situation & Strategy

DaviesMoore was hired to help the Canyon County Fairgrounds with brand development and a public relations campaign to communicate the many challenges and opportunities facing the agricultural organization.

As one of Idaho’s, and the world’s premier agricultural areas, Canyon County has a rich and successful history growing more than 100 different types of vegetables and crops, as well as a vibrant livestock industry ranging from horses to dairy and beef cattle. Canyon County’s culture is rooted in agriculture. At the heart of that culture is the County County Fairgrounds, whose current space and dilapidated facilities can no longer accommodate the growing needs of the annual fair, vital community events, as well as many civic and youth group activities hosted over the course of each year. In 2009, the critical first step of securing land to build a world-class agricultural education and exhibition facilities complex was completed.

DaviesMoore executed the naming and logo development process for the Idaho Agricultural Foundation to establish a brand for a new permanent complex that will be the county’s center for agricultural heritage, economic development and year-round ag education.

Dubbed the Canyon County Agriplex, we developed a public relations campaign strategy that created awareness and understanding of the challenges and needs of the community beyond the annual Canyon County Fair, while also raising public support and funds for the development of the Agriplex. Our community relations strategy hinged on internal relations tactics that provided staff, supporters and stakeholders with the marketing materials and talking points needed to make a compelling case for the project.

We developed a comprehensive case statement that clearly identifies the objectives and needs of the campaign in a way that is clear and compelling. This case statement became the foundation for all copy writing used for following marketing materials, which included a sales kit (folder and one sheets) and handbills that were designed in both English and Spanish. One of the key components of the campaign was a documentary we wrote, directed and produced to serve as a fundraising video at events as well as online video content.

Results

The materials & messaging that DaviesMoore provided, enabled the steering committee to speak in a clear & concise about the needs of the county & raise awareness on how local individuals and business could support the endeavor. In June 2015, it was announced that a capital fundraising campaign had begun to fund work on the Canyon County Agriplex and is still in progress.

Campaign Components