"Queer Across America: Houston"
Event Marketing Project
​
Role: Digital marketing manager, social media content creator, music marketer
​
The Challenge: Market my first major music show in Houston after being in New York City for over 3 years to a small fanbase on a microbudget and a limited timeline.
​
The Approach: I created collaborative video content with local artists to reach their audiences on social media, especially Instagram, and emphasized the unique political theme of the show to attract attention.
The results​
Instagram
​
main video ad​
2,617
views
​
​88
link clicks
​
61
profile visits
​
$0.57
CPC
​
$50/5 days
Campaign budget & length
4 artist interview videos
4,328
total views
​​
53.63%
avg views from non-followers
​
100%
organic reach
artist group photo carousel post
1152
total views
​​
51.7%
views from non-followers
​
100%
organic reach
Website
ticket sales
landing page
260
views
​​
31
conversions​
​
$2.29
cost per conversion​
Brainstorm
To generate ideas and increase buy-in, I collaboratively brainstormed creative and marketing ideas for the show in a meeting with the other artists involved in the show, creating this Canva whiteboard in the process.
.png)
Marketing Plan
​Using data and insights from previous events, I planned our multichannel digital marketing strategy for the show to maximize potential reach on a microbudget and limited timeline.
Customer Persona
Who
-
Name: Yvette
-
Age: 29
-
Pronouns: she/they
-
Location: Houston
-
Household: Single
-
Education: College
-
Occupation: Nursing
-
Hobbies: Activism
​
Goals
-
To find fun new LGTQ+ events to go to in Houston
-
To make a positive difference in the world
Barriers
-
Finding new and exciting local events
-
Finding local events that aligns with her values
​
Favorite Genres
-
Pop
-
Synthpop
-
Alternative
-
Dance
​
Favorite Artists
-
Chappell Roan
-
Janelle Monae
-
Lady Gaga
-
Bruno Mars