The document outlines the marketing campaign for the 2012 MCAS Yuma Airshow which included distribution of postcards, posters, billboards, displays at Walmart/Sam's Club, an official program, ticket sales through Facebook/Eventbrite, Facebook ads/contests, email marketing, TV/radio spots, a YouTube page, website, print ads, banner ads, sponsor booths, and resulted in increased attendance of 60,000 people, up 67% from 2011, and increased sales.

1. 2012 MCAS YUMA AIRSHOW
Marketing Campaign

2. Sponsorship Packet
Sponsorship package is created to
demonstrate to new or past sponsors
what the airshow is about, how we
market and the benefits or being a
sponsor.

3. 4.5x5.5 Postcards
4.5x5.5 postcards given to sponsors
and businesses. Inserted in sponsorship
package. Distributed in several events
in Yuma.
Spanish version also created for border
distribution.
5,000 English
5,000 Spanish
------------------
10,000 Total

4. 22x28 &11x17 Poster
11x17 posters

5. Billboards
18 billboards were set up around
Yuma & Imperial County in multiple
sizes.
Billboards set up by Del Outdoor – Air
show sponsor.

6. Walmart & Sam’s Club Displays
Entrance, floor and freezer displays
were place in 3 Walmart locations: Ave
B, Pacific & 32nd Street. They were also
set up at Sam’s Club on Pacific.
Cut out was used not only at the
Walmart and Sam’s Club but at
Midnight at the Oasis and in the
Somerton Festival

7. Walmart & Sam’s Coors Displays
All Walmart’s participated in a
contest, sponsored by Coors, on
who could set up the best Coors
and Miller Lite display. The
winning store manager won a
ride with Tora Tora Tora.

8. Official Airshow Program
Program contains schedule, performers,
static displays, information , airshow
map and more.
Interactive programs available on
yumaairshow.com and on facebook
app and the day of airshow.
Program was given to sponsors and
preferred seating ticket holders.
Program was also sold to general
public for $1.
5,000 copies printed.

9. Official Airshow Program Analytics
Summary Views Per Page
Downloads Unique page Views

10. Official Airshow Program Analytics – FB APP
Views

11. Airshow Ticket Sales
Ticket widget embedded
in website.
Created facebook app
with ticket widget.
Tickets sales hosted on
Event Brite.

12. Airshow Ticket Sales Analytics – Event Brite
Sales by Ticket Type Overall Sales
Pages Views Attendee Geography

13. Airshow Ticket Sales Analytics – FB App
Yuma Airshow - Views MCCS Yuma - Views
USMC Airshows -Views

14. Facebook Ads
Facebook ads
created to drive
seat ticket sales.

15. Facebook Ad Analytics
Overview Avg. CTR .039% | Best CTR .061%

16. Facebook Contests Apps
Created facebook
app photo contest
that would allow fans
to submit their photos
from past air shows.
Prizes awarded to
the best and oldest
photo.
Created facebook
app to Win a ride
with Tora Tora Tora
sponsored by
Quechan Casino.
Fans can select why
they want to win and
a random entry will
be chosen. App also
installed in Quechan’s
facebook page.

17. Texas Roadhouse Contests
Table displays created for Texas
Roadhouse sponsor of one of the Win
A Flight With Tora Tora Tora.

18. FB Photo Contest Analytics -Views
YumaAirshow FB Likes Quechan Casino FB Likes
Quechan Paradise Casino FB Likes

19. FB Photo Contest Analytics - Likes
YumaAirshow FB Views Quechan Casino FB Views
Quechan Paradise Casino FB Views

20. FB Tora Tora Tora Contest- Views
YumaAirshow FB Views Quechan Casino FB Views
Quechan Paradise Casino FB Views MCCS Yuma FB Views

21. FB Tora Tora Tora Contest- Likes
YumaAirshow FB Likes Quechan Casino FB Likes
Quechan Paradise Casino FB Likes MCCS Yuma FB Likes

22. Facebook Posts
Updated facebook page with
posts do drive fan interaction with
facebook page and drive traffic
to air show.

23. Facebook Posts - Analytics
Top 10 Posts Demographics
Total Tab Views

24. Email Marketing
Email campaign was set up in Constant
Contact and sent to active contacts to
inform them of the 2012 airshow.

25. Email Marketing- Analytics
Email Stats

26. TV & Radio Spots
TV spots were
created to run on
FOX 9, Time
Warner, Entravision,
KYMA 11 and
KSWT 13 in English
and Spanish
Radio spots ran on
KTTI 95.1, Star
100.9, Z93, KCFY
88.1, KAWC 88.9,
La Campesina,
Entravision.

27. Airshow YouTube Page
Videos uploaded to
YouTube page.
Videos also posted
to Yuma Airshow
Facebook page.

28. Airshow YouTube - Analytics
Performance Engagement
Top 10 Videos Demographics & Discovery

29. Airshow YouTube Page
Videos uploaded to
YouTube page.
Videos also posted
to Yuma Airshow
Facebook page.

30. Airshow Website
Used to as an information portal
regarding anything airshow related;
sponsorship information, performers,
maps, program, seat ticket purchase,
photos and much more.

31. Airshow Website Analytics
Unique Visitors All Traffic – Top 10
Organic Search Traffic Referral Traffic – Top 10

32. Yuma Sun Print Ads
Yuma Sun Super
Shopper ad (6x10)
Yuma Sun ad (6x21)

33. El Desierto Print Ads
El Desierto print ad 8.5x11

34. Flash Banners on Yuma Sun Site
Banner ads
booked on
YumaSun.com
& BajoEl
Sol.com
Multiple sizes
created. Some
linking to the
airshow site as
well as ticket
purchasing site.
Sizes Included:
728x90
300x250
160x600
982x300
728x180

35. Sponsor Banner Ads
Static online
banner ads
for sponsors
to use on
their
websites.
Set created
for
Presenting
Sponsors,
Proud
Sponsors and
General
Public Use.
Each ad had
a unique URL
to track
traffic.
Sizes:
728x90px
160x600px
300x250px
180x50px

36. Airshow T-shirts
Airshow T-shirts came in assorted
colors: blue, white and tan.
All t-shirts sold out

37. Sponsor Booths

38. Airshow Attendance
70 The attendance at this year’s airshow
increased approximately 67% from last
60 years attendance.
50 Attendance in 2011: 40,000
Attendance in 2012: 60,000
40
2012
30 2011
20
10
0
Attendance

39. Airshow Sales
$16,000.00 Enter Text
$14,000.00
$12,000.00
$10,000.00
$8,000.00
$6,000.00 2012
2011
$4,000.00
$2,000.00
$0.00