Period: March – May 2014
Client: The Great Western Fan Festival
Subject: Live Event / Music Festival
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 2014 was the first year the festival used social media as a marketing tool.
Since it was their first time using social media, the goals were to;
- 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
Through these goals, the objectives were;
- Gain over 500 social media followers in total for the festival
- Total impressions and total reach each see over 100,000 views
- Website see over 10,000 clicks to ticket sales section
Below are the strategies and tactics that I used before, during, and after the festival.
- Facebook/Twitter/Instagram: The idea was to create two months of interactive content leading up to the festival. Everything from “artist spotlight bios” to videos of the talent coming to the event. The daily content was tailored specifically to each social media outlet.
- Talent/Celebrity Sharing: Since there were over a dozen talent groups performing at the festival, outreach to their publicists and managers to 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.
- Online Advertising: 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: Within the two months leading up to the show, four pairs of tickets were given away on the Facebook page through a “LIKE this post” contest, in which the winner was randomly picked.
- YouTube: During the three-day event, several short videos of different performers were created, edited and posted on social media outlets within hours of the actual performance. Which resulted in 10,000+ views within three days.
Below were the final results.
- Followers: 1,113 people
- Engaged: 13,944 people
- Total Reach: 171,976 views
- Total Impressions: 411,967 views
- Web Site Views: 41,755 clicks
In total, the goals were achieved but objectives were underestimated by the diehard fan base of the various popular gospel talent groups. Which blew the objectives out of the water. Compared to past years without social media, the festival saw sold out night crowds all three nights.
This campaign won an award at the 2015 Public Relations Society of America: Central California Image Awards ceremony. See Below.
- Public Relations Society of America – Award of Merit: Social Media Campaign