Market Day
In collaboration with the Downtown Courtenay Business Improvement Association, this project develops a comprehensive social media campaign for the association’s Market Day event scheduled for the summer season. This initiative involves creating an event poster, crafting social media posts, coordinating a cohesive social media campaign, and producing collateral materials to enhance event promotion and engagement.
Discovery
The project kicked off with a comprehensive strengths, weaknesses, opportunities, and threats (SWOT) analysis, documenting the strengths and weaknesses of the Downtown Courtenay Business Improvement Association’s (DCBIA) social media accounts. I monitored social media accounts with Rival IQ, identifying the target audience and gained valuable insights from Downtown Courtenay and its competitors. This research laid the foundation for an effective social media campaign.
Theme
I proposed the idea of a mural photo contest to the DCBIA. This concept not only celebrated the city’s art scene but also encouraged community engagement. To heighten participation, we integrated the contest into Market Day, asking attendees to explore Downtown Courtenay, snap a selfie in front of a mural, and share it on Instagram with specific tags. By including a contest, it incentivized further involvement, driving excitement and foot traffic to the downtown event.
Event Poster
With the DCBIA branding kit in hand, I crafted a poster that showcased Downtown Courtenay’s vibrant murals. Turning mural photos into polaroids and adding the Downtown Courtenay map, the poster became a compelling invitation to Market Day.
Collateral
To complement the campaign, I carried over the poster’s polaroid concept onto stickers, offering attendees a memento of the event. Additionally, I designed a QR code sticker linked to Downtown Courtenay’s event page, facilitating seamless access to event information.
Social Media Design
Flexibility was key in adapting the campaign to various mediums. After exploring different options, including postcards and bookmarks, we settled on small cardstock flyers for their practicality and familiarity to the target audience. Furthermore, I curated social media posts and a posting schedule to maximize engagement and maintain momentum throughout the campaign.
