Date / Context

2024 — Developed as part of applied coursework in a Public Relations program, this plan was created for a Albertan festival dedicated to music and the arts, with a mission to foster diversity, accessibility, and community engagement.

Objective

Increase festival awareness, attendance, and community impact by:

• Boosting recognition of the festival’s inclusive and diverse values.

• Driving ticket sales and website engagement among Alberta-based millennials.

• Increasing artist applications and participation from Albertan musicians and artists.

Approach

• Conducted situational analysis, including SWOT and Porter’s Five Forces, to identify market position, opportunities, and threats.

• Defined two primary publics: Alberta-based millennials and musicians and artists, creating tailored awareness, acceptance, and action objectives for each.

• Developed proactive strategies such as influencer partnerships, interactive social media campaigns, local business collaborations, pre-festival events, and artist networking initiatives.

• Outlined a tactical program with platform-specific actions across Instagram, Facebook, TikTok, event platforms, and direct outreach.

• Provided a schedule, budget, and evaluation plan to ensure measurable results and accountability.

Tools & Skills

Market research, audience segmentation, stakeholder engagement, content strategy, social media campaigns, media outreach, event promotion, budget planning, Canva, Google Workspace, Mailchimp, Eventbrite.

Outcome

The plan offered the festival an actionable roadmap to:

• Increase website visits by 30% and ticket sales by 30–40% by the 2025 festival.

• Grow social media reach and engagement with artists by 15%.

• Secure full artist lineup (15–20 slots) from Alberta-based talent.

• Position the festival as a leading inclusive arts event in Alberta within two years.

[View Full Festival Plan]