TRICIA LONG
Projects
Marketing, Branding, Public Relations Plan
Tortuga Music Festival
Every year our team collaborated to build out our marketing, branding, advertising and public relations plans for the upcoming festival campaign.
The marketing plan outlined our goals, objectives and detailed strategies for each area within our department. While a team effort, the sections I was personally responsible for included:
- Email Marketing
- Publicity
- Promotions (Online Media Partners)
- Traditional Media
Fan-centric Content
Pemberton Music Festival 2016 Lineup Announcement
As an engaging promotional piece for Pemberton Music Festival, my coworker and I set up a Pemberton Hotline and promoted it across all of our social platforms, website, and newsletter with the CTA for fans to let us know how excited they were for the next Pemby Fest.
We then mixed their voicemails into our lineup announcement materials which included paid media and our own internal lineup reveal video. This campaign was extremely successful with hundreds of voicemails recorded.
Fan + Artist Experiences
Tortuga Music Festival
I worked alongside our Social Media Marketing Manager to create the "ultimate fan experience" contest for the 2016 Tortuga Music Festival.
The contest ran before the festival and was featured on CMT's website, newsletter blasts, and social media. The exposure generated hundreds of leads across email opt-ins, web visits, and overall fan engagement. The contest winner was awarded the opportunity to spend the afternoon with country music star Kelsea Ballerini.
Building Immersive Brand Experiences
Project-Mapping Hologram Installation
During the first Pemberton Music Festival, there were 3D face holograms projected onto the trees at night and fans absolutely loved it. For the next year's festival, my co-worker and I re-imagined the concept as a traveling installation with anonymity to engage people's curious side.
We created hologram displays using laser-projected images of the artists' performing that year. Each projection display included a URL to a website that connected to Pemberton Music Festival. The installation was shown in various venues in top market cities across the US and Canada to build intrigue and brand awareness for the festival.
Sponsor & Partner Collaborations
Contests & On Site Activations
I worked hand in hand with our sponsorship and partner team to create and execute sponsor contests and on site activations. Each sponsor inclusion required collaborating directly with the sponsor's internal team on concept, execution, and approval of any use of their brand and messaging.
We helped bring each sponsor idea to life while also ensuring every campaign aligned with the festival's brand and marketing strategy. I've worked with a wide variety of sponsors, including: Corona, Chevrolet, Naked Turtle, Molson Canadian, SiriusXM
On-site Media Management
Tortuga Music Festival, Pemberton Music Festival, Buku Music + Art Project
While much of my position was marketing-focused, during each of our festivals, my role would transition to on-site logistics for the Media Department. I was responsible for overseeing the production and logistics for all media-related on-site needs including: the Media Lounge, Media Entrance, Media Check-In, and photo pits/shoots at each stage.
I also oversaw 10+ media staff teams who regulated and escorted media personnel in and out of stage photo pits and enforced all artist photo/video protocols. I directly coordinated with stage managers and artist management to ensure any artist photo or video policies were relayed to the media team and attending media.
