Experiential Strategy | Event Marketing | Virtual Event Strategy
The 2020 Texas Tribune Festival was executed under a myriad of challenges. They were shifting to a month-long virtual festival from a traditional in-person week-long event during a unique time in history—the 2020 election cycle. All eyes were on Texas (and the Texas Tribune Festival) turning this festival into an opportunity to launch this regional editorial into the national spotlight while expanding their audience and revenue goals for non-profit journalism.
Acting as The Festival's internal marketing team, MMDT and her partner developed the strategic integrated marketing and audience development plan, ran project management, and execution for the 2020 Festival.
MMDT was able to bring a fresh perspective and sophistication to the brand through a 2-phased approach executed to evaluate the existing infrastructure to streamline and develop an integrated marketing plan focused on attracting new audiences.
This approach resulted in an increase in ticket purchases from the 2019 in-person event, an expanded reach through social campaigns utilizing revitalized creative, and gave the TT team a roadmap for future events detailing areas for improvement and opportunities.
