An integrated marketing communications campaign that celebrates the triumphant return of RIT concerts with three performances from Offset, Jeremih, and Kaliii.
Video by CAB Concert 2024 Media Team: Troy Ramiscal, Figo Wang, Alexis Mildren, Sam Su, and Jack Connolly. In my role as Marketing Coordinator, I planned, developed, oversaw the release of all promotional material. I directly supervised the on-site media team.
BACKGROUND
The Rochester Institute of Technology’s College Activities Board (RIT CAB) is a student-run organization responsible for major programming and events. In April 2024, we brought 3 artists for a major concert for the first time since 2019.
CHALLENGE
Most, if not all, current students have never experienced an RIT concert before. How do we build excitement and drive ticket sales?
ROLE
Marketing Coordinator for RIT CAB.
DELIVERABLE + IMPACT
An integrated marketing communications plan that sold out the concert of 4200 tickets, and sold out floor tickets in 24 hours.
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It’s been almost 5 years since a concert of this size on RIT’s campus. Why should students buy a ticket if they don’t know what to expect?
The last concert at RIT was in 2019 by Cheatcodes. Past big names included Rihanna, Paramore, and Maroon 5. This is an epic comeback for RIT Student Life, but most students don’t know the scale of what concerts used to be.
Concerts. Are. Back.
Campaign Outline
As Marketing Coordinator, I developed a robust and dynamic integrated marketing communications plan to wholly highlight the grandeur of this event.
Throughout this campaign, I highlighted goals and benchmarks to ensure that each component addressed a specific need or goal to drive ticket sales, reinforce our event/brand identity and awareness, or to outreach to the larger community.
Dynamic motion graphics and digital marketing.
Alongside my team, I developed a variety of graphics that were part of my marketing campaign. It was important that the brand spoke with one voice across all content.
The content below highlights graphics made solely by me unless otherwise stated.
February 12, 2024: Concerts. Are. Back. Save the Date Teaser Graphics
Around 2 months out from the concert date, the first teaser is released on social media and campus digital displays. Transitioning from our FreezeFest winter festival, we announce the concert's date, but keep it vague about what concerts being back truly means to build hype.
March 1, 2024: Headliner Teaser
This trailer addresses the true brevity of what RIT concerts can be. This post creates hype about the type of artists CAB used to bring, ending with a tease of who is next. This teaser also officially introduces the RIT CAB Concert 2024 visual brand.
The headliner reveal video was not made by me, but this key date highlighted our surprise that our concert would feature two headliners: Offset and Jeremih. Upon release of the headliner, floor tickets sold out in 24 hours.
The opener surprise reveal video was not made by me, but this key date surprised our audience with the concert's opener: Kaliii. This delayed release was to help push ticket sales.
April 5, 2024: Almost Sold-Out Ticket Push
15 days before the concert, we released our final ticket push to sell out the show, highlight a sense of urgency in our audience, and to celebrate our 3-artist concert. Tickets sold out a week later.
The epic highs and lows of college concerts.
Diving head first into this role was one of the most challenging things I have ever been a part of. Outside of my main responsibilities as the Marketing Coordinator, I also managed hiring and interviewing the concert media team of photographers and videographers, as well as creating short-form content for our social media channels and developing our concert website. With this role came so many new opportunities, as well as difficult setbacks, but I took away incredible lessons working in the entertainment industry, as well as learning from other creatives.
I had to navigate constantly changing schedules and deadlines, the uncertainties of working with talent agencies, and create backup plan after backup plan.
Special thanks go to my media team, Figo Wang, Alexis Mildren, Jack Connolly, Sam Su, Wendy Chen, Hailey Price and Ethan Bissinger, as well as my co-workers at RIT CAB, especially my creative partner, Art Coordinator Alyssa Ly.
Me meeting Offset!
