Case Summary:
This study focuses on the annual Caroline Summerfest event in Denton, Maryland. It involves various tasks including: social media management, graphic design, and photo editing.
Business Background:
Caroline Summerfest is an annual tradition in downtown Denton, Maryland. Billed as a ‘free, family entertainment festival’ featuring two stages of regional & local entertainment, a Friday battle of the high school marching bands, Saturday fireworks show, strolling performers, artisans, free KidzArt activities, games and food vendors featuring local non-profits.
Job Details:
Years: 2019-2023
Credits:
- Social Media Manager
- Social Media Graphic Designer
- Photo Editor
Target audiences:
- New to the area attendees (ie. The newbies.)
- Bragin Hunters
- Families
- Repeat attendees
- People from surrounding cities
- Relatives/Friends of Entertainment
- Car show enthusiasts
- Music Lover
Approach:
Our social media approach for the festival had several prongs based on our targeted audiences. For our repeat attendees, we decided to lean heavily on their memories of past iterations of the festival with #ThrowbackDays using photos from prior years. To reach the new-to-the-area attendees & people in the area, we used targeted advertisements on Facebook & Instagram, narrowed to our location. The bargain hunters were drawn in by our social posts that emphasize the deals & #ShopSmall businesses that participate as vendors. By hyping up the information about the inflatable rides that we offered, an arts & crafts area, and more kid-friendly activities, we reached the much sought after demographic of families.
Promoting our car show event as well as our Rivah Run event was paramount so I created an Event on Facebook for both contests. Additionally, we shared all posts with relevant kayak/boat and car show groups and pages. Last but not least, we aimed to attract music lovers by promoting & providing local & regional musical guests on two stages. Some of our audiences were easier to reach than others, but our insights and festival attendance as well) confirmed that our overall marketing plan had been successful.
Additional Assignments:
establish certain social media profiles, create a brand kit for each year’s theme, managing/updating existing social profiles to create a cohesive brand across major social platforms, create social media calendar, craft & schedule social posts (& associated graphics as needed,) handling correspondences as received through our website & the various platforms.
