MWMF 360-Campaign
6-month-long integrated marketing strategy to promote the annual MidWay Music Festival.
Client
MidWay Music Speaks
Role
Founder, Director of Creative Strategy + Innovation
Led the creative direction of 360-campaigns from concept to execution, ensuring consistency across digital, print, media, and social media platforms.
Defined and articulated brand guidelines across all channels, ensuring consistent and impactful messaging that resonated with target audiences and strengthened brand identity.
KEY RESULTS
58,000+ social media impressions
64% increase in social media followers in 1 year
Increased brand recognition across the US, esp NYC up by 3.5% - Chicago up 1.8% - LA up by 1.6%
KEY SKILLS
Brand Management
Research + Development
Marketing + Creative Strategy
Virtual Event Production
Creative Direction
Stream Management + Training
The Plan
Seemingly overnight, MidWay Music Festival took over the area
DAILY SCHEDULE
8 months out: Save the Date + Brand Announcement + Production Details
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Sponsoring, tabling at student events - expanding our student email list
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Rising Star
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Sponsor + partnership recruitment
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Promos for the lineup release, generating lineup release content
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Porch Parties
End of July:
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Private Friends of MidWay event
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Public Lineup release video
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Ads up across all social media - Spotify, Instagram, Facebook
release, behind-the-scenes of their MidWay set and more.
January - June:
- Rising Star
- Supplying a performer to shows to promote us
- Sponsoring, tabling at student events - expanding our email list- Tiny Dorm Concerts
- Launching the Save the Date + Brand Announcements at student event Culture Shock
- Porch Parties (including introducing lesser-known artists to our audience)
- Developing all brand materials and lineup release video
- Partnering with student groups for events (like Earth Day, The Last Hurrah)
- Limited edition merch launch
July: Takeover begins at the end of the month
- Porch Parties (booking festival artists as well)
- Private Friends of MidWay event
- Public lineup release video distributed via social media, email and in person at the Friends of MidWay event
- Website flipped to include lineup + encouragement for music discovery
- Social media stories that highlight and tagged each member of the lineup to encourage sharing with their audiences, included a sample of their music and invited our followers to interact and share how excited they were for each artist
- Ticket strategy - partnering with BeGolden Women's Conference to give discounts
- Ads up across social media (Spotify, Instagram, Facebook) - Geofencing cities and regions where our headlining artists are from
August - Takeover begins
- Postering all over Indiana hot spots
- Launching the mobile application
- Branded buskers around IU"s campus and community events
- Merch + Tickets Micro-Influencer campaign
- Late ads social media posts
- Radio commericals and underwriting
- Artist Takeovers begin and last until the end of the festival
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