Insights & Analysis

Since 1993, Shawnee, Oklahoma, has been the host of the world's richest youth rodeo. The International Finals Youth Rodeo (IFYR) showcases the best-of-the-best high school rodeo athletes from across the globe. More than 800 competitors from the United States, Canada, Australia and New Zealand enter the IFYR to compete at the highest level.

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Until 2013, the rodeo relied upon local tourism outlets for publicity. Unequipped to provide the national reach for this event, the IFYR soon hired our agency to provide full-service marketing and public relations services prior to, and during the event. The efforts have shifted from months prior to the event to a year-long effort to showcase past champions, upcoming dates important to rodeo athletes and more. 

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Planning

Each year, we continue a constant conversation with members of the IFYR Board of Directors and staff to understand any updates or changes in the rodeo. We create a comprehensive communications plan to reach potential athletes, their families, event attendees and potential consumers interested in the Tin Star Market tradeshow.

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Execution

• Branding: Throughout the year, our team designs advertisements, creates and manages marketing collateral and sponsorship materials and assists in designing and content writing for the event program.

• Social Media Management: Social media for the event is active 365 days a year. The demographic of the participants dictates high-levels of engagement online via several social media channels and the event's website.

• Media Relations: Prior to the event, our team sends releases and coordinates interviews for contestants in their hometowns as well as event-based releases and pitches alerting the public to registration and event dates, the Tin Star Market shopping opportunity and important information.

• On-site Media Relations: During the week-long event, three members of our team stay in Shawnee and facilitate media interviews, radio interviews and immediate notices via e-newsletters, social media posts and website updates at the Media Center. We distribute updates to the media at least twice daily and fulfill numerous information and photo requests from outlets from across the globe.

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Evaluation

For the past five years, our team has successfully increased the visibility of the IFYR:

• Daily written or photojournalist stories in newspapers and print publications as well as interviews with television channels.

•  Increased social media engagement by 20% each year (year over year) since 2014.

• Annually, an average of 250 stories written by local, national and international press facilitated by our team