Tucson Jazz Festival

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Website | Brand Development | Digital Marketing

About the Client

Tucson’s Jazz Festival is a 13 day event featuring world-class, grammy award winning musicians, classes provided by the professionals, and other celebratory events. The Tucson Jazz Festival came to Nuanced Media with no digital presence. Nuanced Media designed and executed a complete digital marketing strategy for the promotion of the event including a website, international digital marketing campaign, and brand materials.

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Strategy

Our teams created their entire brand from scratch. The designers researched and found inspiration, crafted a logo, came up with theme colors and correlating templates. They presented a style tile matching the feel of the logo, a wireframe of the key pages and functionalities of new website. Some of these integrations included ticket sales, festival packages, artist information, the lineup schedule, Facebook feed integration, and email list integration to enable visitors to sign up to receive updates about the festival.

Not only did we create their website, but we also crafted their national marketing campaigns from the ground up. Nuanced Media researched their market and concluded that a combination of Facebook and remarketing were the overall best platforms for the Jazz Festival to pursue in order to achieve their goals.

For Facebook, we created and branded a page for the Festival, which included a custom header and numerous profile images. Following that we produced multiple Facebook ad campaigns to help spread awareness while generating engagement with the Tucson Jazz Festival. To do this, Nuanced Media targeted the Facebook campaigns based on demographics, interests and behaviors. Specifically we created an audience with similar demographics as those who had already liked the Jazz Festival Facebook page as well as people who were interested in jazz music, festivals, and traveling.

Beyond digital marketing, Nuanced Media partnered with Visit Tucson in order to draw in national audiences through traditional marketing techniques including print advertising, and press releases.

Results

The Tucson Jazz Festival received complete branding, crafted solely by Nuanced Media. Their advertisement and original logo, created by Nuanced designers, have been widely distributed throughout the entire country. Their brand themes are reflected on their custom designed website that houses a live, real-time Facebook feed and weather report. The Grammy award winning artists are the highlight of the website with dynamic and eye-catching photography. The social media marketing campaign that was run for Tucson Jazz Festival drove more traffic to their new website than any other campaign to date. Ultimately, through page likes campaigns and organic reach, we grew the Facebook page likes from 0 to 2167 fans in 4 months. We also executed campaigns promoting the new artists as they were signed to perform, email list sign-ups, the website launch, and tickets for the event. The average Click Through Rate (CTR) for all of the campaigns was 5.89%, compared to the industry standard CTR of 1.8%.

Yvonne C. Ervin

The HSL Properties Tucson Jazz Festival has been working with Nuanced Media since our launch party in May. We’ve been very impressed with the creative staff and the web design. Their social media work is fantastic! We were up in the thousands of followers in a matter of a few weeks! Ryan is very responsive to our needs and supportive of all areas of promoting the festival.
Yvonne C. Ervin, CFRE, Executive Director

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