The Music Hack
ONLINE EVENT & PROMOTION
Roles and responsibilities for this project included campaign direction, partnerships and ideation.
Latincouver is a non-profit that helps immigrants and Latin-owned businesses flourish in Canada. In the summer of 2022, the organization launched “The Music Hack,” a series of free educational webinars to support musicians during the Covid-19 pandemic. The primary objective was to achieve a specific attendance threshold so Latincouver could qualify for a BC Arts Council Grant.
Taking charge of the project, I supervised the implementation of the entire campaign, encompassing e-newsletters, social media outreach, landing pages, and paid advertisements. I also worked closely with artists and sponsors to develop tailored marketing strategies for each webinar and ensure optimal exposure.
Before our final event, we successfully met each webinar’s attendance requirement. However, a setback occurred when the BC government decided to lift Covid restrictions for the same weekend as our two-day marathon featuring all panelists and live performances. With only one week left, registrations plummeted by 86%.
In response, I decided to redirect our marketing efforts towards Los Angeles, as it presented an English-speaking market with numerous musicians, shared the same time zone, and still had quarantine regulations in place.
By refocusing our target market, we achieved the highest conversion rates in the campaign, and Latincouver surpassed attendance goals.
