The Village of DeForest seeks to enhance the operations and growth potential of the Dragon Art Fair held annually in Fireman’s Park. This project will investigate marketing strategies to better promote the event, focusing on improving outreach to diverse audiences and increasing attendance across all age groups. With advice from the Village, the consulting team will evaluate current marketing practices, such as the reliance on paper and web-based promotions, against alternatives such as social media campaigns and digital advertising. Additionally, this effort will conduct a benchmarking analysis of event management software used by similar-sized art festivals in comparable communities providing recommendations for streamlining registration to improve the experience for artists, vendors, and attendees.

• Marketing // In consultation with Village of DeForest staff, document current marketing practices (paper, web-based) and characterize their audience reach and measurable performance as possible. Outline a social media or digital advertising campaign recommending services, providing sample materials, suggesting timelines, and identifying metrics the Village of DeForest might use to evaluate the campaign’s efficacy.
• Collect Community Input // Organize and conduct interviews, a focus group(s) or survey with diverse stakeholders such as fair attendees, aea business owners, and community leaders to gain qualitative insights that could inform new outreach efforts.
• Benchmarking // Collect information on event management software used by similar-sized art festivals in comparable communities, and identify their strengths/weaknesses.