Overview
Yellowfields was created to bring a fresh live music experience to the Midwest, blending local energy, camping culture and community pride. As the lead marketing and communications strategist, I shaped the festival identity from the ground up, building the brand, driving ticket demand and coordinating media and digital rollout.
Timeline and launch
| Milestone | Date |
|---|---|
| Brand reveal and front page feature | 2 August |
| Social campaign kickoff | 2 August |
| Tickets on sale | 6 August |
| Campaign period | 1 Aug to 18 Nov |
Objectives
- Launch a new regional festival brand
- Build momentum and community anticipation
- Drive strong first-year ticket uptake, including camping
- Position Yellowfields as a signature Midwest event
- Equip vendors and partners to amplify reach
Key responsibilities
Brand and creative
- Co-developed the festival name, brand concept and visual identity
- Designed the logo, posters, banners, merchandise and signage
- Built cohesive visual language across all campaign assets
Digital experience
- Designed and built the event website
- Wrote all ticketing copy, FAQs and event messaging
- Rolled out the full social media campaign
- Delivered content across the lead-up including countdowns, reels, vendor spotlights and event-day coverage
Media and PR
- Wrote and issued media releases
- Secured three Geraldton Guardian front page features
- Coordinated radio advertising and TV news interviews
- Served as media contact and interview liaison
Audience and attendee communications
- Delivered EDM campaigns during launch and lead-up
- Sent dedicated email sequences for campers and VIP ticketholders
Vendor and partner marketing
- Created a vendor marketing kit with promotional graphics and caption prompts
- Managed vendor communications and support
Event day support
- Managed on-site media and photographer/videographer coordination
- Delivered roaming social coverage and live updates
Strategy and approach
- Leveraged the existing Nabawa Valley Tavern audience to accelerate reach and retention
- Built a multisided campaign across press, paid traditional media and social
- Designed shareable graphics to drive organic amplification
- Integrated a camping focus to increase event value and audience investment
- Used structured announcement, hype and recap phases across PR and social
Results
Digital performance (1 Aug to 18 Nov)
- 286,000+ organic reach
- 16,000 link clicks
- 41,000 page visits
- 13,000 content interactions
- Facebook event: 2,000+ responses
Launch impact
- Announcement post reached 42,000+ people with 1,300+ interactions
- Strong lift generated by front page media + social announcements
Attendance
- Close to 3,000 attendees
Media coverage
- 3 x Geraldton Guardian front page features
- TV news interviews and regional media support
Community engagement
- High shareability and organic excitement
- Strong vendor participation and support
- Positive audience sentiment across comments and inbox
Learnings and future opportunities
- Introduce dedicated festival channels to build long term brand equity
- Plan earlier for content-capture and evergreen media assets
- Expand EDM funnels and vendor-driven promotions
- Implement deeper tracking frameworks for more granular reporting
Services delivered
- Brand and visual identity
- Website design and ticketing copy
- Social media strategy and content
- Media and PR management
- Vendor marketing kit and communications
- EDM campaigns and attendee messaging
- Live social coverage and media liaison
Reflection
Yellowfields represents the power of community-driven marketing, strong creative identity and integrated communications. From concept to launch, this campaign helped establish a new regional event in the Midwest, delivering strong audience turnout, high media visibility and a memorable debut experience.
looking to launch a community event or festival?
Let’s work together to bring your vision to life.
Whittle Grove Communications 