Calgary Folk Music Festival - Segment Growth Plan

In an educational setting, I spearheaded an agency initiative to develop a segment growth plan for the Calgary Folk Music Festival (CFMF), targeting individuals who are dedicated annual attendees of the event with the goal of transforming them into enthusiastic advocates for the festival.

Through a meticulous analysis of both secondary data and primary interviews, we unearthed valuable insights: many festival-goers held misconceptions about CFMF, viewing it solely as a showcase for folk music, and there was a pressing need for a brand evolution after 45 years of operation. In response, our agency proposed a comprehensive rebranding strategy, centered around a subtle yet impactful change: adding an "s" to the end of "Folk," thereby shifting the focus from "Folk Music" to "Folk's Music."

Moreover, we crafted detailed brand guides and a comprehensive campaign report, accompanied by visual mock-ups, to illustrate the proposed changes and their potential impact. We also formulated a series of strategic recommendations, including the development of an interactive app to dispel insider information and a dynamic T-shirt campaign to revitalize the festival's brand identity.