MWMF 360-Campaign
A 6-month-long integrated marketing strategy to promote the annual MidWay Music Festival.
Client
MidWay Music Speaks
Role
Founder, Director of Creative Strategy + Innovation
Brand Building
Visual Design
Community Engagement
Creative Strategy + Direction
Experience Strategy + Design
Research + Development
Mobile App development
Customer Journey
The idea for MidWay Music Speaks was sparked by my desire to increase gender diversity on stage and within the music industry (note this article from my previous research). After witnessing and researching a lack of representation in the music scene, I set out to create a space that would amplify the voices of women and non-binary artists through promotion, empowerment, and performance opportunities.
My vision for the organization was simple but powerful: to educate and empower the next generation of musicians while entertaining the masses.
KEY RESULTS
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6 months
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58,000+ social media impressions
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64% increase in social media followers
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6% increase in brand recognition across key markets
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Strategies: VIP events, social media strategy, micro-influencers campaign, experiential marketing, public relations, mobile application, guerilla marketing, video production
"Alexi is incredibly hardworking, an excellent communicator, and a visionary. When she has an idea, she does everything she can to make it come to fruition. Her organizational skills are fantastic, and make projects we've worked on together run smoothly...Her creativity and positivity were always prevalent in her leadership, and she made the work we did together meaningful and fun at the same time."
Rachel Glago
Former Executive Director of MidWay Music Speaks
