Lancaster Event Center : Brand Strategy

KidGlov really did deliver on the promise of tailoring a brand re-launch to our unique mission, situation & needs.  They are highly professional and personable—really the ideal marketing agency partner.” —Amy Dickerson, Event Center Executive Director

Let the Good Times Grow

Big top circuses, rabbit shows, flea markets, mud runs, bull rides, business trade shows, farm equipment expos and 272 more happenings are held year around at Lancaster Event Center.

Hosting all of these good times plus being home to the Super Fair, one of the largest 4-H fairs in the country, placed Lancaster Event Center in need of renewed branding.

Handpicked by the new executive director, KidGlov helped re-launch their brands to promote fresh programs, improved technology, reinvigorated customer service and upgraded facilities.

Strategy

Through focus groups, online surveys, reviews of top event center and county fair best practice and brand archetyping, KidGlov put its brand advancement process to work.

Learning that people feel Lancaster Event Center is a place where city meets country, “it’s fun to go to” and happy memories are made, led to characterizing them as a “Jester” archetype.

KidGlov took this fun-loving feel to heart in crafting two different but related brands for Lancaster Event Center and the Super Fair. Both brands are positioned alike and emphasized with the tagline “Let the Good Times Grow”.

Creative

New Lancaster Event Center and Super Fair brands were revealed to target audiences in this order: employees, sponsors, vendors and community leaders. Presentations intentionally included the strategy that led to the branding and expectations for upholding the new brands.

KidGlov hand delivered these tools: brand strategy & tagline, two logos, two stationery suites, graphic standards, ad, brochure & poster templates, website, signage & interior design advice, specialty items & wearable consultation, and print ads & large newspaper insert.

Results

The community is taking notice of the new branding. The renewed enthusiasm and energy is setting the stage for a record year.

Click photos to view larger