To plan a successful marketing campaign for any event, I start by meeting with key stakeholders—such as committee members and those invested in the event—to discuss its vision, goals, and background. If the event is new, I focus on those who initiated the idea to gather essential insights. This foundational understanding is crucial for setting clear marketing objectives, whether aiming to increase engagement, build brand recognition, or enhance the event's reputation.

Next, I research similar events to learn from their successes and challenges, refining our strategy and setting realistic, measurable goals. With a solid understanding of the event, I analyze social media and communication methods to identify the target audience, which may include families, young professionals, or local businesses. I then craft the tone and content of key messages, ensuring they resonate with the audience and align with the event's core themes—whether celebrating cultural significance or promoting community engagement.

Once key elements are established, I create a detailed timeline for the campaign using tools like Air Table. This timeline organizes important aspects such as dates, target audiences, communication channels, and goals, while also tracking results from previous events if available. To better understand target audiences, I develop marketing personas—fictional profiles representing larger groups with specific preferences and demographics. This approach helps tailor messages effectively.

I then design materials that align with brand guidelines and reflect the event’s theme, ensuring they appeal to the identified audiences. Depending on the audience's media preferences, I choose appropriate channels, ranging from social media platforms like Instagram and Facebook to traditional media such as radio and direct mail. The campaign materials are scheduled around key event milestones, including early-bird ticket sales, reminders, and final pushes to build momentum.

Effective marketing hinges on strong communication and coordination. I regularly send previews and recaps of marketing phases to gather feedback from team members and other departments. Collaboration extends to external partners such as vendors, city officials, key speakers, and volunteers. Featuring these groups can enhance relationships and create unique content for target audiences. For instance, a video spotlighting a food vendor or joint social media posts with local officials can showcase their involvement, demonstrate city unity, and broaden the campaign’s reach.

Executing the marketing campaign requires ongoing collaboration and keeping key parties informed while adhering to the timeline. I use calendar reminders and prepare materials in advance to accommodate any necessary edits or delays. Additionally, I pitch the event to local media, city representatives, and other communication channels to support the campaign’s objectives. Continuous monitoring and flexibility to adjust as needed are crucial to staying on track and achieving the campaign goals.

During the campaign, I track performance through KPIs such as social media engagement, email open rates, clicks, registrations, ticket sales, and views using tools like Sales Force, Meta Business Suite, Google Analytics, and others. Based on the results, I may adjust the budget for boosting posts, enhance advertisements, or refine messaging for more effective channels. I also use social listening to gather insights from comments, tags, and mentions on social media. Regular updates on milestones are prepared and shared with stakeholders and team members to facilitate necessary adjustments.

On the day of the event, I focus on last-minute promotions and communications, such as weather updates or location changes. At the event, I capture activities through photos and videos, host live streams or stories on social media, and monitor posts and tags from attendees and vendors. Engaging with attendees for their feedback and ensuring that signage and materials are properly positioned is also a priority.

After the event, I prepare a summary outlining outcomes, collected data, and achieved goals. I compile lessons learned and successful tactics for future events and send thank you notes to contributors. A strategic approach, combining planning, creative development, and effective collaboration, ensures the event meets its goals and positively impacts the community.