ONCE UPON A FESTIVAL

About This Project

Full Brand Assessment & Strategy for Once Upon a Festival: Over the course of three months, I meet with the founders of Once Upon a Festival to gather insight on their business, consult them on their marketing efforts, and guide them to clearly defining their branding strategy. After months of meetings and consultations, I compiled a PDF document with a comprehensive strategy plan that they could then use to grow their business, expand their brand, share with key investors, and use as a benchmark for their success:

BRAND ASSESSMENT

CORE FOCUS FOR BRANDING CONSULTATION

The 12 core areas of focus for this booklet and strategy consultation were:

Company History

Once Upon: A Story – Every strong brand needs narrative to explain its roots and reach out to the right audience groups. This must answer all the major Who, What, Where, When and Why’s, and be engaging and relatable, even to those outside the industry. After hearing the narrative from each of the founders, I wrote the copy for their official brand story statement.

Core Brand Messaging

This includes: Mission and Vision Statements, Elevator Pitch, Purpose, Location Description, Company Foundation, and Overall Market Opportunity and Marketing Statements. After learning about the brand over the course of our strategy sessions, I wrote each of these statements for their core messaging.

Founder Bios

Equally as important to the brand itself is the team working tirelessly behind it. Each founding member brings a unique value proposition to the event, and here was their opportunity to explain their background individually in order to see the bigger picture of how all four pieces connect.

Company Values

I helped Once Upon to identify their 5 Core Values: Environmental Sustainability & Regeneration, Health & Safety, Community, Playfulness, and their Unique Venue Offering. Then I helped them to detail out how the event currently aspires towards these values, and what they could do to build upon this for the future.

Competitive Analysis

Every brand has competition, what sets you apart is understanding competitors in depth and knowing what you can learn from them to better reach a certain target audience. In this segment, I helped Once Upon to identify their 8 core competitors, and detail out their successful attributes, and what Once Upon could do differently or better.

Elements of Success

This section simply describes the most internally valuable elements of the brand, and the most externally successful aspects of their business, as well as lists out some of their greatest accomplishments.

Environmental Analysis (SWOT)

The key to the success of any business is understanding their environment internally (Strengths, Weaknesses) and externally (Opportunities, Threats). Based on discussions and industry research, I detailed out each of these segments for them, and how to best utilize this information to propel the business towards greater success.

Inspirations, Keywords & Culture

In order to truly understand a brand, it’s important to identify: 1. Inspirations: Brand essence / what they strive to be; 2. Keywords: Terms that describe the event and speak to the core audience; 3. Culture: Adjectives that embody the brand attitudes / behaviors. Together, the these elements can be used to reach key audiences and sell tickets.

Customer Stats & Segments

I identified 8 target audience groups, wrote a description for each, found images from past events of what these consumers actually look like, then listed out their demographic/income data, motivating factors, taste in music, what they’re most likely to purchase, and ultimately how to best advertise to each group in order to get the highest return on marketing investment / ad spend.

Goals & Growth Plan

This segment lists out their overall business objectives, and then breaks it down into segments for 1 year goals, five year goals, and ten year goals. Then based on these aspirations, I helped them to identify the key metrics to measure their success.

Visual Cues

All successful brands have recognizable visual cues, such as logos, symbols, colors, fonts, styles, and imagery. While my goal was mainly to compile the strategy and written elements of their brand, I also helped them to detail out the visual guidelines to provide to a graphic designer to create the rest of the tangible aspects of their brand.

Social Application

Next step: take all the information gathered and apply it to promotional efforts. This includes taking audience data, mission/vision statements, and keywords/culture terms to develop an online persona and ad strategy that engages audiences, and offers the most relevant personalized promotions to consumers in order to attain the highest level of ticket sales.

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