Nonprofit Marketing

Drawing 80,000+ people to Dayton's largest festival.

Client: Dayton Celtic Festival /Services: Branding, Design, Marketing, Communications

Challenge

In its 14th consecutive year of growth, this three-day cultural event sought to attract new and bigger sponsors while drawing the largest number of attendees ever – all in an effort to keep the event free for attendees in the wake of declining grants and community funding.

Approach

In addition to providing tactical support in the way of design, content development and production management, B63 Line’s Chief Marketing Officer served on the Dayton Celtic Festival’s steering committee, providing direction on sponsorship and marketing initiatives.

Tactics

Branding

While leveraging established brand equity, B63 simplified the Dayton Celtic Festival’s identity and developed a more unified logo system for integration across all channels and mediums.

Communications

Developing and implementing a strategic communications plan was instrumental in creating a positive media buzz. Through strategic media partnerships and earned media (as well as a Best-of-Dayton recognition, social media and its own website), the Dayton Celtic Festival was able to engage with its core audience and effectively communicate its value proposition.

Advertising

“Free Event” and “Family Friendly” messages were delivered in “Save-the-date” and “This Weekend” silos and were communicated across numerous channels, which included television and radio spots, outdoor and print advertising, wearables, automotive decals, yard signs and drink coasters, to name a few.