Marketing Strategy, Creative Direction & Production

• Challenge: The legacy event brand had not retained the intended cache in the community. Despite being qualitatively successful for almost 10 years, there was not a strong web presence, nor data to set bencmarks against. The association hosting the event also sought transparency on sponsorship and sales data.

• Insight: Renewed investment in the event brand and a digital presence would sparks curiosity with new and old attendees. Digital tools could be leveraged to lower the barrier to sales, as well as measure KPIs.

• Idea: A 90-day marketing strategy will amplify new brand assets and drive sales, while the new backend systems would capture audience data, and measure KPI such as traffic and sales, creating transaction transparency for the association and benchmarks for future years.

• Execution: A rebrand and new website took place January-March 2024. The marketing strategy March-June 2024 leveraged the following assets and tactics:

• The logo design retained a familar motif, a nod to the legacy, while the new brand system integrated modern typography, an expanded color pallete, pattern, and illustration library to create cohesive assets across print, digital, and outdoor application.

• The new website backend integrated ecommerce, organized customer data and email newsletter opt-ins, plus visitor analytics. On the front end, website visitors could see past event photos, learn which restaurants were participating, download an event map, and review FAQs.

• A sponsorship sales sheet was designed to promote opportunities for businesses to participate.

• Wristbands replaced stickers as proof of event participation, elevating the experience for attendees and the annually changing wristband color creates a collectible souvenier.

• The event map design was elevated leveraging the new brand, and added more details like locations of live music, trolly stops, and contact information for each restaurant.

• Social campaigns, paid and organic, included enagaging local food influencers.

• A digital partnership with Discover Central MA expanded outreach, leveraging their audience over social, email and their popular guides and events calendar.

• Outdoor banners, yard signs, posters, and postcards were used to spread the word in the Worcester community. Trade partnership with DCU Center allowed for digital signage outside the city’s largest venue for weeks before the event.

• Radio partnership with XLO, Nash Icon, The Pike, and WICN spread the word over the airwaves.

• Photography was commissioned and art directed, with a shot list that included key event features needed to enhance the marketing for the following year.

Results: The rebrand was a catalyst for an increase in brand awareness, website visits, social following, sponsorships and ticket sales. The data aquired from the new website allowed the association to know their event was a success before it even happened, as we well exceeded KPIs before the day of.

• 2024’s Online sales totaled >$40K, doubling the goal of $20K. Day-of in-person sales totaled >$18K.

• 2024’s event welcomed 2,376 attendees, and >$94K in total funds raised for the association, far exceeding any prior event in their history.

• In 2024, the website saw >16K unique visitors, the digital ads reached >40K, combined social reach was >57K, and the association gained 475 email subscribers.

• In 2025, event attendance grew by 12.8%, unique website visitors increased by 21%, and email subscribers increased 51%. We look forward to working with the association in 2026 to continue this forward momentum!