Dallas State
Fair 2022
The State Fair Classic is our annual college football game between the Prairie View A&M University Panthers and Grambling State University Tigers and the of the Southwestern Athletic Conference (SWAC). The game is played on a neutral site at the Cotton Bowl in Fair Park, Dallas, Texas during the State Fair of Texas.
Objective and
Target Audience
Objective: The main objectives of this campaign was to expand PVAMU branding in the Dallas Area, promote our licensed merchandise products, build on-air attention of our coaches, improve social media engagement, and increase admission numbers.
Target Audience: The target audience was consumers with a keen interest in sporting events and young adults – adults interested in supporting PVAMU and our licensed vendors. Also, prospective high school students in the Dallas area were our main target.
Campaign Strategy
PVAMU took over 261 poster panels of the Dallas Area Rapid Transit (DART) and 12 interior rail trains for 2 months leading up to the State Fair Classics Game Day promoting the university and university athletics. We had 2 billboards placed strategically on the direct route to the stadium where the game was held.
The PVAMUxPolitics pop-up shop was held at Sneaker Politics in Dallas, Texas the weekend before the State Fair Classic. PVAMU launched a limited edition co-branded line of State Fair Classic T-shirts and Towels with Sneaker Politics in 2022. The launch was promoted in the form of a pop-up shop with engagement from local radio station 97.9FM the Beat, the Marching Storm Band and PVAMU cheerleaders. Over 250 fans attended the pop-up, resulting in over 28k in sales in-person & online.
PVAMU’s Marketing and Communications team and the Office for Admissions collaborated on September 29th to visit two Dallas Area high schools to offer surprise admissions to PVAMU. Ten graduating seniors at Kathlyn Joy Gilliam Collegiate Academy were chosen and one Allen High senior was selected to receive a full-ride scholarship.
Social Media Coverage:PVAMU covered the event on social media on Facebook, Instagram posts and stories, and Twitter. The PVAMUxPolitics pop-up shop flyer reached 16,542 accounts with 18,837 impressions and have 1,026 likes, 23 comments, 436 shares, and was saved 68 times on Instagram. The pop-up shop flyer post gave PVAMU 244 profile visits to Instagram. The State Fair flyer & Game day tickets reached 14,708 accounts with 16,579 impressions and have 1,582 likes, 10 comments, 1,683 shares, and was saved 183 times on Instagram. The State Fair game flyer gave PVAMU 619 profile visits to Instagram. The Kathlyn Joy Gilliam Collegiate Academy Surprise Admissions post reached 8,993 accounts with 11,723 impressions and have 817 likes, 5 comments, 64 shares, and was saved 8 times on Instagram. The
The Surprise Admissions was covered in real-time on Instagram stories and the post gave PVAMU 81 profile visits to Instagram. The Marching Storm on WFAA Daybreak photo post reached 7,453 accounts with 8,250 impressions and have 735 likes, 67 shares, and was saved 11 times on Instagram. WFAA Daybreak was tagged on Instagram and this post gave PVAMU 76 profile visits to Instagram. PVAMU Cheerleaders on NBC DFW photo post reached 18,089 accounts with 22,980 impressions and have 4,158 likes, 19 comments, 235 shares, and was saved 62 times on Instagram. NBC DFW was tagged on Instagram and this post gave PVAMU 344 profile visits to Instagram.
Results
Commercials: PVAMU ran over 10 :30 second university branded commercial ran throughout the State Fair Classic Game to an audience of over 200,000 athletics fans.
News Coverage: PVAMU dominated the Dallas/Ft. Worth news station area from September to October. Head coach, Bubba McDowell was featured on FOX News and The Marching Storm and PVAMU Cheer were featured on ABC, CBS and NBC stations, reaching a combined audience in the millions.
Radio: PVAMU ran 86 promotional commercials on top stations to promote the university, pop-up activation and game day info for 3 weeks resulting in over 325k impressions.
Promotional Giveaways: PVAMU’s Office for Marketing and Communications supported Athletics by providing over 500 limited edition PVAMU x State Fair Classic game day T-shirts.
86
Promo
Commercial
325K+
Impressions
28K+
Promotional
Apparel
Sales
14K
Tickets
Sold
