- Client – The Great Western Fan Festival
- Industry – Live Event / Music
- Date – 2015
The Great Western Fan Festival is a three-day music festival in Visalia, California with the best gospel singers, groups, and quartets from around the nation and 2015 was the second year the festival used social media as a marketing tool.
Since it was their second time using social media, the goals were to;
- Increase volume of people to the ticket sales site for the festival.
- Create brand awareness through online ads by geo-targeting specific audiences.
- Build, engage and inform target audiences through various social media platforms.
- Excite existing audience of current “fans” through talent group’s social media outlets.
From there my measurable objectives were;
- Engage over 2,500 people on various social media platforms.
- Total impressions and total reach combined see over 100,000 views.
- The website sees over 15,000 clicks to the ticket sales section.
Below are the strategies and tactics that I used.
- Social Media Marketing: The idea was to create two months of interactive organic content leading up to the festival. Everything from “artist spotlight bios” to videos of the talent coming to the event.
- Social Media Ad Buying: Since the target audience’s age group usage of Facebook was extremely high, all online adverting was directed towards the Facebook page. Each month 10 posts were strategically promoted for $25 each.
- Online Contest: People were encouraged to take a picture of themselves at the festival using the hashtag #gwff15. One lucky winner would get a signed autograph CD from their favorite artist. We had a dozen people enter the contest.
- Real-Time Marketing: Created social media content in real-time. This was everything from photos, live streaming, to videos of performers on stage and behind-the-scenes content. The Periscope app was used to live-stream the event at various times each day during the 3 days. Over 75 people watched with a 100% retention rate each time it went live.
- Talent Relations: Outreached to the publicists and managers of over a dozen groups that were going to perform at the festival to have them share festival content on their social media outlets was a priority. This resulted in the festival seeing a higher online organic reach versus paid reach.
Below were the final results.
- Engagement: 3,134
- Total Reach: 60,888
- Total Impressions: 102,100
- Web Clicks: 20,340
Overall the client was very happy. The online engagement saw a 25.36%+ increase from the original measurable objective. Both impressions and reach in total saw a 62.99%+ increase from the original measurable objective. Web clicks saw a 35.6%+ increase from the original measurable objective.