Brand Identity and Multi-Channel Marketing for a Music Festival

Bear Shadow is an annual spring music festival held annually on The Highlands-Cashiers Plateau in North Carolina. As a sister festival of Highlands Food & Wine, Bear Shadow features renowned music acts, beautiful mountain views, and daytime ancillary events.

I partnered with the producers to assist in creative design, manage all social media channels, and email campaigns, and in driving ticket sales through targeted marketing initiatives, strategic promotional campaigns, and effective engagement with potential attendees.

Content Creation: Developed engaging, appealing, and trendy content for social media platforms, including photos, videos, and graphics, highlighting festival attractions, food, wine, and entertainment.

Graphic Design: Worked with designer to create a branded festival poster showcasing the music line-up. Then adapted the poster creative to develop print and digital assets like signage, merch, stage scrims, wristbands, credentials, print and digital ads, social media graphics, and email marketing.

Community Engagement: Fostered connections with followers by responding to comments, messages, and ticket inquiries promptly, and encouraging UGC through contests, hashtags, and interactive posts.

Promotion: Strategically planned and executed campaigns to increase awareness and festival ticket sales, leveraged targeted advertising, managed media and influencer partnerships and cross-promotional opportunities.

Event Coverage: Provided real-time coverage of the festival, including live updates, behind-the-scenes glimpses, and interviews with vendors, chefs, and attendees to generate excitement, engagement, and a little bit of FOMO.

Throughout our collaboration, we accomplished:

+3,730 gain in followers across channels (↑21.6%)

69,145 total accounts engaged (↑45.3%)

1,817,159 impressions total (↑45.2%)

Successfully secured features in prestigious print and digital publications, including Garden & Gun Magazine