Silver Spurs Rodeo | Work Portfolio

150TH SILVER SPURS RODEO

Silver Spurs Club

ABOUT
The Silver Spurs Club is a 501(c)(5) nonprofit based in Kissimmee, Florida. For over 80 years, their organization has hosted annual rodeo events to raise donations for various nonprofits across Central Florida.

PROBLEM
The Silver Spurs Club needed help in marketing the 150th edition of their iconic event, the Silver Spurs Rodeo.

SOLUTION
With a marketing budget of $60,000, I used digital and traditional media buys, the Silver Spurs Rodeo's organic social media channels and media partners to promote this iconic event.

GOALS WERE CRUSHED

ATTENDEES

29,763

REVENUE

↑40%

ROAS

7.8x

What were the
needle movers?

Blend Modern & Historic Elements Into Campaigns

Working with a graphic designer, we used a blend of archive and current photos, footage and fonts to create modern design elements with a historic touch. Appealing to fans who have been attending the event for the past 75+ years while also attracting new fans with action-packed imagery and video clips.

Create Ad Channel Specific Ticket Pages

The client has a ticket system that has little to no marketing analytics features. To help improve the insights we see online and see the performance of our digital ads, we created ticket landing pages specifically for each of our digital ad buys. That way, we could clearly see how our users interacted on the Silver Spurs Rodeo’s website and see how much ticket revenue could be attributed to those users.

Ran New Digital Ad Placements

We ran Google Ads to promote the Silver Spurs Rodeo for the first time in February 2023. We ran two campaigns; one campaign targeted families in Central Florida looking for things to do in the area, and the other campaign focused on rodeo fans who were actively looking for rodeos to attend. According to Google Analytics, our Google Ads campaign brought in a 5.9x return on our ad spend.

Sell Annual Passes For The Rodeo Season

The Silver Spurs Club rarely offers discounts to their rodeo events. To help increase their annual revenue and attendance at some of their lower frequented events, we offered an annual pass to all of their upcoming performances with a $20 discount. These passes brought in an additional $712.50 to the Silver Spurs Club with 91% of annual pass holders attending most of the nine performances held that year.