Client: performing arts festival

Since 1986, this biennial performing arts festival had been growing consistently to a crowd of nearly 15,000. Then in 2010 it moved location from a bucolic state park to an urban center, and the numbers plummeted. I approached the festival sponsors, proposing to help them reverse this trend. After surveying attendees and lapsed attendees, conducting background research, and interviewing stakeholders, I identified a missing market: college students. I interviewed students and teachers, crafted messaging that spoke to their needs, then assembled a marketing campaign based on grassroots outreach and content marketing.

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s