Download - Northrop Grumman Sponsorship ROI
2014 Celebrate Fairfax! Festival
POST-EVENT REVIEW
How do you Celebrate Fairfax? For more than 30 years, this has been the question that we have answered with the Celebrate Fairfax!
Festival. Known for its first two decades as the Fairfax Fair, this event has been THE signature event for the
citizens of Fairfax County since its inception in 1982.
This year, Celebrate Fairfax, Inc. (CFI), producer of the Celebrate Fairfax! Festival, created an event for
everyone. Families and young professionals, empty nesters and teens, there was something for everyone to
celebrate at Celebrate Fairfax! An estimated 75,000—80,000 visitors and participants came together for this
unique event that is part County Fair, part Music Festival, and 100% CELEBRATION!
Northrop Grumman and the Celebrate Fairfax! Festival The activation of Northrop Grumman’s sponsorship occurs on multiple levels, including pre-event festival-
related branding, outreach to military based in the area through its partnership with the USO, through
on-site branding, VIP event access, and on-site festival branding to event attendees.
Specifically, Northrop Grumman activation includes:
Provision of 450 admission tickets plus all-day-ride carnival passes, for distribution by the USO to military in
their families. An additional 125 tickets were provided without carnival passes to accommodate additional
demand.
Logo branding at each admission gate, in the event program, on a sponsor scroll on every page on the
Festival website, and on banners placed along the Festival’s Main Street.
Additional access passes for donation to youth charity of Northrop Grumman’s choice, along with VIP access
for Northrop Grumman representatives to festival-related VIP programming.
2014 Celebrate Fairfax! Festival CFI believes in providing the best quality at the best value in the safest environment. That is why Celebrate
Fairfax! annually sees outstanding and positive feedback from our visitors and participants (see page 4-5).
This year’s “Fair” was among the best-rated ever, with visitors recognizing the creativity, variety, energy and
FUN programs at the event. Among the highlights were more than 100 performances on eight festival
stages, including national headliners such as All-American Rejects, Cheap Trick, and The Hunts.
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The side stages were filled with quality performing artists as well,
led by the return of Herr Metal, who drew hundreds of fans to
their late-night concert on the Cox Rocks Stage. Along with the
expanded Arts Stage, the Craft Beer Garden, and the local music
spotlight on the Shock Top Rock stage, there was no shortage of
quality entertainment!
The return of the highly entertaining and very popular Silent Disco,
with three deejays in a club-like atmosphere, was more popular
than ever. The catch: the music could only be heard with specially
equipped headphones. Of course, with 250 guests singing and
dancing to music that none of the rest of us could here, the
Silent Disco was as entertaining for those watching as for those
dancing!
The largest carnival in the region, featuring 40 thrilling rides and
attractions, plus games and activities throughout the site, drew tens
of thousands of visitors. Along with edutaining programs including
Greenology, a 6,500 square foot interactive and educational space
for adults and children alike, the family-friendly ExxonMobil Childrens Avenue, and the AT&T Crafts
Market, major programs were at the root of Celebrate Fairfax’s success.
New this year was the QR Scavenger Hunt, in which one lucky
winner received a lifetime VIP Access credential to Celebrate
Fairfax!, and our creative Upcycling initiative. For the latter, the
festival received an on-site makeover with upcycled tires, wood
palates, compact discs, signs, coat hangers, hubcaps and more, all
used to create beautiful garden-like displays, characters, beverage
stands and more.
A Mutual Return-on-Investment Return-on-Investment, or ROI, is a vital part of event sponsorship.
The document you are reading showcases the ROI that Northrop
Grumman receives for its investment of funding, manpower, and
promotion. As critical as that investment is for Celebrate Fairfax,
Inc., equally important is our focus on tying your sponsorship back
to the communities that our events and our organization serve.
Simply put, Celebrate Fairfax! exists for the people of Fairfax County. It is about community spirit, about
quality of life, about community building, and about the sharing of social capital with and between our
communities. On behalf of our Board of Directors and the more than one million citizens of Fairfax
County, thank you for your support!
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Fairfax County 71.5%
Arlington County 4.9%
Fauquier County 0.4%
Loudon County 5.9%
Montgomery County/
Prince George’s County, MD
2.1%
Prince William County/Manassas 7.3%
Washington, D.C. 1.9%
Elsewhere in VA 3.9%
Elsewhere in MD 2.3%
Another state within a 6 hour drive 0.4%
American Indian/Alaska Native 0.41%
Asian/Pacific Islander 17.7%
Black, Hispanic 0.27%
Black, Middle Eastern 0.27%
Black, Non-Hispanic 3.92%
White, Hispanic 9.19%
White, Middle Eastern 1.35%
White, Non-Hispanic 63.65%
Other 3.24%
PERCENTAGE OF RESPONDENTS RESIDE IN:
ETHNICITY:
Married 38%
Single 57%
Divorced 5%
MARITAL STATUS:
75,000—80,000 attendees
ESTIMATED ATTENDANCE:
Less than $25,000 4.93%
$25,000—$50,000 6.41%
$51,000—$75,000 13.32%
$76,000—$100,000 18.75%
$101,000—$150,000 26.97%
$151,000—$200,000 15.30%
More than $200,000 14.31%
ANNUAL HOUSEHOLD INCOME:
FACTS AND FIGURES Based Upon Comprehensive Post-Event Survey
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Less than 1 hour 1
1 to 2 hours 34
3 to 4 hours 323
5 to 6 hours 281
7 to 8 hours 73
AVERAGE HOURS SPENT AT THE FESTIVAL (BY NUMBER OF ATTENDEE RESPONSES)
CELEBRATEFAIRFAX.COM VISITOR DATA
Total Visits 131,080
Total Pages Viewed 497,815
Total Mobile Website Visitors 65,525
SOCIAL MEDIA ADVERTISING DATA
Facebook Advertising Impressions 5,618,015
Facebook Advertising Click-Throughs 14,300
Facebook New Likes 3,402
Google Keyword Advertising Impressions 297,416
Google Keyword Click-Throughs 7,091
Google Keyword Conversions (Purchases) 245
(From 04/01/2014—06/10/2014)
(From 04/01/2014—06/10/2014)
98%
Those Identifying a Preference
Who Intend to Return to the
Celebrate Fairfax! Festival In 2015
78%
Those Rating The Festival As
Outstanding, Very Good,
and Good.
Respondents Who Have Been
to Celebrate Fairfax! One or
More Times in Previous Years
8 to 9 hours 44
10 to 12 hours 34
13 to 15 hours 9
16 to 18 hours 3
18+ hours 4
5
95.7%
DETAILED DESCRIPTION OF BENEFIT
LEVEL COMMITTED
BY CFI
LEVEL ACTUALLY
PROVIDED BY CFI
COMMENTS AND
ADDITIONAL
INFORMATION
SPONSOR CLASSIFICATION
Sponsorship Level/Classification Gold Gold + Benefits included some
upgrades in the areas of ticket
and pass allotment, on-site
and web branding.
Exclusivity in Category/Business Type Not Exercised by
Mutual Agreement
Not Exercised by
Mutual Agreement
Provided “Official” Status N/A N/A
VIP BENEFITS
Number of Invitations to CFI Salute
(2 Guests Per Invitation)
5 Invitations 5 Invitations
Number of Invitations to Post-Event Celebration 5 Invitations 5 Invitations
Access to Festival Skybox 2 Tickets Per Show 2 Tickets Per Show
FESTIVAL ACCESS
Number of VIP Passes Provide for Festival
Access (on-site vehicle parking plus 4 free
admissions per day)
5 VIP Passes 5 VIP Passes
Number/Type of Tickets Provided for Use at
Sponsor’s Discretion
(30) 1-day Tickets (30) 1-day Tickets Allocated by Sponsor to Boys
and Girls Club
Number/Type of Tickets Provided for Use by
Sponsor’s Exhibit Staff
N/A N/A Sponsor chose to not have
on-site exhibit space.
Number/Type of Additional Parking Passes
Provided
N/A N/A
NORTHROP GRUMMAN RETURN-ON-INVESTMENT (ROI)
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SPONSOR BRAND VISIBILITY
Inclusion in Rotating Scroll of Gold and
Platinum Level Sponsors
Included Included Scroll expanded in 2014 to all
website pages
Type of Sponsor Brand Visibility on
Website “Sponsors” Page
Logo Inclusion Logo Inclusion
Type of Sponsor Brand Visibility on
Festival Posters
Logo Inclusion Logo Inclusion
Type of Sponsor Brand Inclusion in Paid
Festival Print Advertising
Logo Inclusion Logo Inclusion Washington Post Ad During
the Week of Festival
Type of Inclusion in Festival “Sponsor
Recognition” Press Release
Mention Mention
Type of On-Site Program/Activity Area
Sponsor Branding
Major Program Area
Title Visibility
Title Sponsor of
Northrop Grumman
Supports Our Troops
Initiative
Size of Complimentary Exhibit Space Provided
to Sponsor
20x20 Offered Excluded by Sponsor
Choice
Type of Sponsor Brand Visibility at On-Site
Admission Gate Sponsor Recognition Banners
Logo Inclusion on
Admission Gate
Banners
Inclusion on (4) Banners,
One at Each Entrance
Type and Quantity of Other On-Site
Sponsor Branding Placements
(4) banners, promoting
Northrop Grumman
brand and the support
of military and their
families
(4) Double-sided ban-
ners, placed on low light
poles (for easy visibility),
along Festival’s Main
Street
Type of Sponsor Brand Visibility in Event
Guide (Distributed On-Site to Attendees)
Logo Logo Distributed to event
attendees upon arrival to site
SPECIAL/OTHER BENEFITS CFI provided printing of Northrop Grumman-branded voucher cards for
distribution by the USO to military families, allowing for full carnival access
for 450 USO-designated guests. (Actual Cost $9,200).
Northrop Grumman provided opportunity to introduce military band
performance during Festival.
Northrop Grumman received additional 50 tickets for use by Boys and Girls
Club, donated in the sponsor’s name.
DETAILED DESCRIPTION OF BENEFIT
LEVEL COMMITTED
BY CFI
LEVEL ACTUALLY
PROVIDED BY CFI
COMMENTS AND
ADDITIONAL
INFORMATION
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Thank You To Our 2014 Celebrate Fairfax! Sponsors
Artistic Concepts Group
Busch Gardens & Water
Country USA
Celebrity Cruises
Coca-Cola
Connection Newspapers
Contensive/Kidwell McGowan As-
sociates
Dyson
Epoch Times
Fairfax Corner
Fairfax County Federal Credit Un-
ion
Fairfax County Recycles
Hampton Inn, Fairfax City
James Hardie
Long Fence
Merrifield Gardens
Metro PCS
My Gym
Myers Public Relations
Nationwide Insurance
Northern Virginia Magazine
Northern Virginia Veterinary
Associates
NOVADOG Magazine
Ohm Productions
On Tap Magazine
Orkin
Potomac E-Scrap
Republic Services
Reston Limousine
Securitas Security Services
Shock Top
Silent Events
Silver Line Metro
Studio One Screen Printing and
Embroidery
The Music Store
VCA Southpaws Veterinary
Specialists & Emergency Center
Venable LLP
Virginia Lottery
Walsh, Colucci, Lubeley, Emrich,
Walsh, P.C.
Washington Parent
Wegmans
Westwood College
William A. Hazel, Inc.
The Celebrate Fairfax! Festival is produced and organized by Celebrate Fairfax, Inc., a non-profit 501(c)(3) organization,
created in 1983 whose mission is “the Celebration of Fairfax County and its Communities.” The organization is led by a
21-member Board of Directors, a full time staff of three, and nearly 1,500 volunteers. The Celebrate Fairfax! Festival is financially
supported through corporate sponsorships, in-kind contributions, admission ticket sales, exhibitor fees and on-site revenue.
For additional details about Celebrate Fairfax, Inc., please visit www.Celebratefairfax.com.