Media Buying/Media Partnerships

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International Sportsmen’s Exposition – Denver 2007

CSG has worked with the International Sportsmen’s Expo as their media buyer/ partner for several years. Creative Strategies Group identifies and secures media sponsors/promotional partners for the expo that leverage advertising buys with promotional advertising and other value-added support in exchange for sponsorship benefits.

From 2004 through 2007, the International Sportsmen’s Exposition – Denver experienced a steady increase in attendance, averaging 5% per year. Through the effective and efficient placement of an increased advertising budget, quantifiable promotional plans and expanded advertising markets in Ft. Collins and Colorado Springs, ISE Denver 2007 achieved an impressive 20% increase in attendance over 2006.  Total attendance for 2007 was nearly 33,000.  The record breaking Denver crowd that walked the show floor the four days of the event from January 25 – 28, 2007 was the largest ISE event ever held in Denver.

To accomplish this record, CSG provided marketing and advertising consultation and implementation services to help the Client meet attendance/revenue goals for the Expo during the 2007 season.

Marketing Strategies: Working with the ISE Management, CSG created an overall media/marketing plan for the Expo that provided specific, actionable strategies, activities and programs that became the event’s blueprint for establishing promotional relationships, generating awareness, reaching and impacting potential customers, and building attendance.

Key components of the plan included the following elements:

  • Evaluate campaign for changes in strategies/partners
  • Media Plan
  • Establish Implementation Timetable

Media Partnerships and Ad Buys: CSG worked with the Expo to Identify and secure media sponsors/promotional partners for the 2007 ISE which provided complimentary advertising, significant discounts or other promotional assistance in exchange for a leveraged advertising buy plus sponsorship benefits.

Duties included:

  • Creating media sponsorship packages
  • Co-Presenting ad buy/promotional packages to media outlets with ISE
  • Coordinating print purchases through Title Sponsor
  • Negotiate local advertising schedules & final rates
  • Managing media relationships
  • Coordinating media partner publicity opportunities with Client’s PR agency
  • Coordinating advertising implementation
  • Collecting/reconciling advertising logs/affidavits
  • Preparing advertising/media partner post event summary

2007’s significant ad buy was leveraged with endemic, creative and successful promotional campaigns valued at $572,110. This was an increase of more than 270%. Media sponsors in 2007 included the Denver Newspaper Agency (both Rocky Mountain News and The Denver Post) and FOX 31 – KDVR/ FOX Sports Net.  ISE also worked with 9NEWS – KUSA, Comcast, the Terry Wickstrum show, KOA, KRFX, KBPI, KBCO, KTCL, KYGO, KKFN, KQMT, KUAD, KKPL, KKFM, KVOR and CBS Outdoor.


If you would like to learn more regarding Creative Strategies Group’s Media and Marketing opportunities, please contact Jeannie McFarland Johnson, Director of Media & Marketing.

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