Capabilities: Integrated Marketing | Marketing Strategy | Pop Up Activation | Event Production | Curation | Experience Strategy
@Capacity Entertainment Group hosts and produces events with the public in mind. Rather it be public or a private event, @Capacity takes entertainment and customer experiences very seriously. Blank Canvas Collective is a collection of Chicago creatives combining their expertise in order to help build brands and push culture. In the summer of 2017, Blank Canvas Collective and @Capacity Entertainment approached us to lead the creative direction of an event that at the time only had two dates and a venue.
We decided to create a bi-annual arts festival at DuSable Museum of African American History. The event would have one date at the beginning of the summer and one date at the end of the summer. The first iteration resulted was a showcase of work from over 20 visual artists and over 30 vendors. Artwork was displayed on 8ft tall A-stand easel designed by our team alongside artist Ace the Painter. We also secured sponsorship from various entities such as Titos Vodka, Dusse, and Comfort Care. The marketing strategy for the first event was a social heavy integrated approach with a focus on Instagram. For the second part of the arts festival, we expanded everything and built on the successes of the first. This iteration featured over 30 artists, including musical performances, 40 plus vendors, and a merchandise line. We brought back the same sponsors and a few more. The easels from the first event got redesigned with a black finish. The marketing approach this time was further integrated with it still being social heavy but more emphasis on email and physical channels also such as flyers, and whitty yard signs. This strategy was also artist focused with nearly all of the imagery featuring an artist and introducing them to a broader audience.
Part one brought out over 200 people and resulted in 5500 social media engagements. The expansion of part 2 and its more integrated marketing approach resulted in a crowd of 500 plus people, a 131% increase in attendance over the first event, over 12k social media impressions, and overall positive reviews.