presented by

Turf Fair 2012 •  Date:Friday,February24th,2012•  Loca7on:MononaTerraceConven7onCenter Madison,Wisconsin

•  Audience:TurfProfessionalsintheGolfCourseandLandscapingindustries,affiliatedwithbusinessesoraHendingasanindividual.ALSO,aspiringTurfProfessionals,includingstudentsstudyingSoilScience,Agronomy,GolfManagementandotherturfrelatedmajorsinWisconsin.

•  Admission:$15forProfessionals;$5forstudents($20&$10atthedoor)

Monona Terrace

GrandTerrace:Set‐upforCon7nentalBreakfast&LunchBuffetSeatsupto350peopleat8‐personRoundTables

HallofIdeas:Vendor&ExhibitorBoothsUpto378x10Booths

Mee2ngRooms:Splitupinto4Speaker/Presenta7onRooms

Set‐upwillfit80peopleperroom

Monona Catering•  LEEDCer.fiedfacility•  “Green”Prac.ces

•  Con7nentalBreakfastduringRegistra7onTime

•  LunchBuffetfrom1‐2pm

•  Refreshments(soda,juicemilk,coffee)throughouttheday

Turf Fair Event – Turf War•  Compe77ondesignedtoshowcasetheuseof

Spring Valley’sproducts

•  Compe7torssubmitphotosandstoriesofhowtheyusedSpring Valley productstoimprovetheirbusiness

•  WinnerischosenbySpring Valley staffandotherspeakersanddemonstratorsatthefairandrecognizedonwebsiteandSpring Valley promo7onalmaterials

Promising Turf Professional

Scholarship•  5$1,000Scholarships•  StudentscurrentlyofFreshman‐Juniorstandingcanapplyforthenextschoolyear

•  Applica7onssubmiHedbyMon.,February6th

•  Interviewswithtop10candidatesatTurfFair•  Recipientsno7fiedbyWed.,February29th&announcedineventfollow‐upmailing

Putting Challenge•  Ar7ficialMini‐PutPuhngGreenset‐upinHallofIdeaswithexhibitorboothswith5holes

•  $5EntranceFeetobenefitScholarshipFund•  Winnerreceives47cketstoBrewersGame

Potential Speakers•  SpringValleyStaff•  Dept.ofNaturalResources

•  UWFaculty•  NutrientTechnologyPartners

•  GolfCourseSuperintendentAssocia7onofAmerica

•  GolfCourseBuildersAssocia7onofAmerica

•  GolfMagazine•  TurfMagazine•  ProfessionalStadiumTurfManager

Promotional Gifts•  ReusableToteBags

•  RecycledPens

•  RecycledPaperNotepads

Advertising•  MagazineandOnline–TradePublica7onsandOrganiza7ons

•  DirectMail–tocurrentandprospec7veclients

•  PersonalSelling–SalesRepswilltalkpersonallywithclientsandfollowupaboutevent

Mosaic Staffing•  2MosaicTeamMembersasleadcoordinators;Alwayscircula7ngandover‐seeingset‐upandexecu7onofcatering,exhibitors,etc.

•  2MosaicTeamMembersworkingRegistra7onTablewith1SpringValleyStaffMember

•  1MosaicTeamMemberdocumen7ngTurfFairthroughPhotography&Videography

•  MosaicTeamMemberpresentateachspeaker’spresenta7oncoordina7ngandgatheringinfoforfollow‐upnewsleHer

Day of Schedule•  Turf&LandscapeSec7ons8‐9am–Registra7on&Con7nentalBreakfast9‐9:50am–3Sec7ons10‐11am–ExhibitorHall11‐11:50am–3Sec7ons12‐1:30pm–LunchandNetworking1:30‐2:20pm–3Sec7ons2:20‐3pm–NetworkingandExhibitorHall

TimelineMay2011•  Ini7albrainstormingmee7ngwithMosaic&SpringValleyRepresenta7ves

•  Generatelistofspeakers/demonstratorsandgetstartedbookingthem

•  Inviteorganiza7onsandbusinessestobeexhibitors

•  Determineneedsforvenue

TimelineJune2011•  Finalizespeakers/demonstrators

•  Finalizeexhibitors•  Bookloca7on

TimelineJuly2011•  2ndEventplanningmee7ngwithMosaic&SpringValleyRepresenta7ves

•  Generateadver7singtobeplacedintradeorganiza7onpublica7onsandwebsites

•  Purchaseadver7sementplacements

TimelineAugust2011•  Designadvancedirectmailpiecetobesenttocurrentandprospec7veclients

•  Designadvancedirectmailpiecetobesenttoschoolsandstudentsmen7oningscholarship

TimelineSeptember2011•  3rdEventplanningmee7ngwithMosaic&SpringValleyRepresenta7ves

•  Finaliza7onandprin7ngofadvancedirectmailpieces

•  Designofbrochureandregistra7ondirectmailpiece

TimelineOctober2011•  Distribu7onofadvancedirectmailpiecestobusinessesandschools

•  Finaliza7onandprin7ngofregistra7onbrochuredirectmailpiece

•  Runofadver7sementsinpublica7onsandonwebsites

TimelineNovember2011•  4thEventplanningmee7ngwithMosaic&SpringValleyRepresenta7ves

•  Selectcateringop7ons&planset‐uplogis7cs•  (Mid‐November)Distribu7onofregistra7onbrochurethroughmailandsalesrepresenta7ves

•  Runofadver7sementsinpublica7onsandon‐line

•  Representa7vecontactwithschooldepartments

TimelineDecember2011•  5thEventplanningmee7ngwithMosaic&SpringValleyRepresenta7ves

•  Runofadver7sementsinpublica7onsandonwebsites

•  Designsignageforloca7on,day‐ofprogramsandreminderpostcard

TimelineJanuary2012•  6thEventplanningmee7ngwithMosaic&SpringValleyRepresenta7ves

•  Finaliza7onofsignage,programs,andreminderpostcard

•  Reviewandcheckoneverycontractandvendor

TimelineFebruary2012•  Prin7nganddistribu7onofreminderpostcard(firstweekofFeb.)

•  AssistSpringValleyinscholarshipapplicantreview,ifpossible

•  Sendfinalnumberforcateringtoloca7on•  Printloca7onsignageandprograms•  7thEventplanningmee7ngwithMosaic&SpringValleyRepresenta7ves(2wks.prior)

TimelineFebruary2012(con7nued)•  Dositewalk‐through1‐3daysprior(dependingonvenueavailability)

•  ArriveearlythemorningoftogreetexhibitorssehngupandtopreparespaceforTurfFairaHendees

•  GreetaHendeesarrivingstar7ngat8am

PostTurfFair

•  Postpictures,video,&writenewsleHer

TimelineMarch2012

•  Sendoutfollow‐upnewsleHerandscholarshiprecipients(withresponsecardsurveyingaHendee’sexperienceoffair)

•  EvaluatesuccessofeventbyaHendeenumbersandcommentsreceivedbysurveycards

•  Post‐eventmee7ng(2weeksaler)toevaluatewhatwentwell,whatcouldbeimproved,andnewinspira7onsfornextevent

BudgetItem Es2matedPrice

Loca7on $5,000

Misc.VenueCosts(AV,etc.) $750

Catering $13,000

Promo7onalProducts $1,500

Adver7singPlacements $2,500

PuhngGreenSupplies $400

BrewersTickets $250

Scholarships $5,000

DirectMailings $5,000

Speakers $3,000

Signage&Programs $1,000

Es2matedTotal $37,400