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Witchcraft - Digital Campaign

01–04–2023
27.1 MB
Mixed Media

 ROOK ARI (Artist Run Initiative) is a steadily growing and diverse artist community in WA, creating everything from painting to sculpture to textiles to giant metal ‘beasts’ that screech and groan in the night. I currently work as Communications Officer with ROOK for events and for marketing consultation.

Witchcraft - Workshop Series was a run of seven artists workshops and ROOK’s first paid event, where I was tasked with directing promotions. From ideation, we wanted to lean into the diversity of our studio artists, providing an eclectic range of workshops that would stand out from the typical Sip’n’Paint workshops.

I developed an event brand and visual identity meshing with ROOK’s darker gothic brand, likening these specialized skills to occult knowledge - Witchcraft fit nicely. I briefed a graphic designer for the textual logo, pantone and type, but made an extra brief for the director, as I wanted a graphic logo that featured his hand-drawn work (seen in the ROOK logo). I brought all these elements together when I created the event content seen here.

When scheduling on digital channels for this event, I aimed to reach beyond the brand’s steady Instagram following out to Facebook and launched the first Email newsletter (BLACKMAIL) utilizing a mailing list I gathered at the previous event. I created two competitons to broaden our reach beyond our core audience, and maintain engagement througout the duration of the event season. 

The event was a great success, all but selling out tickets on Eventbrite.

 Output
  1. Planned and executed a digital campaign for seven artist workshops, successfully selling 200 tickets (95%) through Eventbrite.
  2. Assisted the director and event manager in ideation and strategy, ensuring clear direction for promotions.
  3. Managed digital channels, including Instagram, Facebook, Eventbrite and an Email Newsletter.
  4. Designed an event brand and graphic brief for deliverables from a graphic designer, maintaining a distinct visual identity consistent with ROOK’s current branding.
  5. Designed and scheduled organic content for digital channels.
  6. Created two competitions to drive event impressions and engagement, with a combined total of 14 entrants.
  7. Coproduced event photography.

Data
  • Working with no budget (or salary) is tough; create and nuture ties with government organizations whenever possible.
  • Involving and leveraging artists to help drive strategy creates authentic collateral and content while returning the audience’s focus back to them and their process.

Tools
  • Content - Canva
  • Photo - Canon EOS700
  • Messaging - Meta Suite, Mailchimp & Eventbrite

Links

instagram

Tags 
branding, strategy, events, content, image, client management