MARKETING AND ADVERTISING FOR NEW YORK STATE COUNTY AND LOCAL FAIRS

The mission of the county and local fairs is to assist in showcasing the agricultural products, practices, history and traditions of the state. [...] The Department seeks to develop a multi-faceted marketing campaign to gain consumer attention and help increase attendance and participation at agricultural fairs across the state.

The purpose of this RFP is to retain one contractor to provide a comprehensive marketing and advertising campaign for county and local fairs.

The successful contractor will be expected to:

• Conduct research to determine the most effective messaging to increase attendance at county and local fairs statewide.
• Identify the regional media markets to target as part of a statewide campaign to increase attendance to county and local fairs.
• Implement marketing and advertising activities informed by tasks A and B above to increase attendance to county and local fairs.
• Communicate the benefits of being an exhibitor at county and local fairs and direct potential exhibitors to fair entry information.
• Expand the ability of county and local fairs to attract attendees from a larger geographic radius.
• Increase the diversity of patron demographics attending county and local fairs.
• Develop and deliver an impactful campaign within a short timeframe before and during the county and local fairs season.

Deadline for Submission of Proposals: December 1, 2026, by 3:00 p.m. (local time)

Per Section 3.6 of the RFP, all bids must be submitted on *Attachment 1 – Cost Proposal Form*. Follow the instructions included in the Excel workbook labeled *Attachment 1 – Cost Proposal Form*.

The following forms and documentation **must** be submitted with the Proposal.

Be a going concern with a minimum of five consecutive years of experience in the advertising industry with annual billing of **$750,000** or more for at least two of those years. Please complete the following table and include financial documentation such as audited financial statements to demonstrate the requisite experience. Any respondent who fails to meet any of these minimum qualifications will be disqualified.

Respondents that do not include the signed *Mandatory Contract Requirements Certification Form* with their proposal or fail to comply with all of the Mandatory Contract Requirements will be disqualified and removed from further consideration.

**MWBE goals:** MBE Goal: 15.00%; WBE Goal: 15.00%.

The estimated expenditures for each year of the contract: 01/01/2027 – 12/31/2027 **$1,000,000**; 01/01/2028 – 12/31/2028 **$1,000,000**; 01/01/2029 – 09/01/2029 **$1,000,000**; Total: **$3,000,000**.