Vulcan AfterTunes is an annual concert series hosted by Vulcan Park & Museum in Birmingham, AL. It brings individuals and families in the Greater Birmingham area together for music, brews, food, and fun on a Sunday afternoon. The concert series had experienced a major decline in attendance over the past 5-years and was in need of a face-lift before it got cut from the regular line of events. As a new addition to their team as a marketing coordinator, I helped plan the 15th installment of Vulcan AfterTunes and implement new digital marketing strategies to promote the event to a larger audience.
The 2019 event was planned to feature a much more diverse lineup, including blues, jazz, country, indie and rock artists. Special attention was paid to the lineup each day to pair artists that compliment each other. Food trucks and craft brews were also selected to strategically match the vibe of the artist lineup. Additions to its promotion included the creation of a landing page dedicated to information and ticket sales for the event, strategic social media posts, and digital display ads. Below are some elements used for promotions, photos, and a portion of the marketing plan.
Creative Elements
There were several hurdles to cross when it came to developing the creative elements for this campaign, including delays in confirming the lineup and receiving artist assets. Nonetheless, we were able to revamp the logo to better complement Vulcan AfterTunes visual brand and complete the social media graphics and display ads in time to adequately promote the event.
Views from Vulcan AfterTunes
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