Vulcan AfterTunes was a community concert series designed to bring people together through live music and local culture. Working with limited resources and a grassroots mindset, I helped plan and execute integrated marketing and communications efforts to increase awareness, drive attendance, and create memorable experiences for attendees.

I managed nearly every aspect of the event’s promotion and communications strategy. This included developing marketing plans, coordinating media outreach, creating promotional graphics, managing social media content, and capturing photography throughout the event.

Because traditional advertising budgets were limited, I explored creative and unconventional marketing tactics to increase awareness. In addition to securing radio and television coverage before and during the event, I implemented grassroots efforts, including sidewalk chalk campaigns, branded coasters, and promotional materials distributed throughout local businesses and entertainment venues.

These efforts helped generate excitement around the event while creating opportunities for earned media coverage and community engagement. I also documented the event through photography, helping preserve the experience and providing content for future promotion.

The project demonstrated the value of integrated communications and reinforced the importance of combining traditional media, digital marketing, and creative community engagement strategies.

IMPACT HIGHLIGHTS

• Secured television and radio coverage
• Executed low-cost grassroots marketing initiatives
• Managed integrated promotional efforts
• Documented events through photography and digital content