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.