Online Marketing Campaign
On this page i will talk about the online marketing materials i have created for the refreshed freedom festival
Social Media Posts
When it comes to post design the main elements i wanted to keep consistent were the brand language bubbles/dots, these are consistently in branding elements so it makes sense to continue them into the posts. As seen here they could be used in a variety of ways, without losing the desired effect. As for the Font I decided to stick with Impact for statements however its important that for non statement “community posts” as talked about above there should not be any obstructive text or bubbles that could distract from the users image as to not cause any issues with important elements being hidden. Designs For Promotional statements should always have an overlay and text to distinguish them from regular posts. Its also important for the artist/performer to be credited and tagged in the post.
My Attempt at a campaign video
Social Media Profiles
Social media is a crucial part of an online marketing campaign,so it’s important for a brand be represented accurately on their social media profiles and have these be consistent with the brands design language. A profile is one of the key parts of a campaign as it is often the main access point for people researching the brand, in this case people looking for the freedom festival and what its about.
When it comes to the final design for the profile i decided to go in a similar direction to the current format just making sure to adhere to the new brand language and colour scheme for elements such as posts and stories.
The content for the profile however i decided to rethink looking into options similar to the national geographics approach where photographers get the chance to display their work on the page and tell a story about it. In the case of the freedom festival i imagined this would be performers/artists posting photos of them doing something and sharing their individual story and how it influenced their art. This matches my brand language leaning more towards the individuals involved quite well as it allows them to share stories that may have otherwise gone unheard, spreading their individuality through different forms of art.
The page should interact with followers using Polls, Livestreams of the events at the festival, Behind the scenes stories and could even hold competitions as to who’s post each month deserves a monthly award of some kind, these fun interactions between the page and followers will keep the excitement going until the festival rolls round in the next year.
Email Marketing (Mailchimp)
Emails marketing has been around for a long time yet its still effective to this day, this is due to its ability to feel more tailored to an individual creating a direct line of communication between the user and a business. For the freedom festival this is especially important due to its status as a yearly event. This requires them to keep people excited about the festival for a long time. This is where email marketing comes in as it allows the festival to provide reminders throughout a year about what’s new and how they could get involved with the festival even when it hasn’t started yet.
When it came to designing the emails I went for a simple approach using the brands logo and minimal imagery in order to ensure quick loading times for the email. It was also important to me to include some brand elements but in the end i just settled on keeping the colour scheme consistent due to limitations I faced in the programme. I made sure to include access to social media platforms within the email design as this can be a crucial non committal way to encourage people to explore the festival further without any pressure to subscribe further or support the festival.
Its also important to note the content of the email gives a discount for the merchandise as a welcome bonus, i did this as most likely the type of person subscribing to the list is interested in the festival and therefore could be interested in supporting with an offer like this.
