BB&T Woodlands Crawphish Festival
The Current Situation
The BB&T Woodlands CrawPHish Festival (TWCF) is an annual, outdoor food festival raising money and awareness for the Pulmonary Hypertension Association. In late 2017, the festival was making preparations for its eighth iteration and realized that attendance had been slipping for years. Studio Brand was hired to deliver a major increase in ticket sales, brand awareness, and social media engagement for the established festival brand while also bringing attention to the fight against pulmonary hypertension.
Increase in Ticket Sales over 2017
Increase in Instagram followers in 4 months
Increase in Facebook followers in 4 months
The BB&T Woodlands CrawPHish Festival is a community tradition developed in partnership between the Pulmonary Hypertension Association, Stibbs & Co., P.C., and The Woodlands Area Chamber of Commerce. The annual festival features thousands of pounds of Louisiana crawfish, boiled and seasoned to perfection, as well as kid-friendly chicken tenders and barbecue. It is an afternoon filled with cold beer, delicious food, live music, and kids’ activities, all to raise awareness of pulmonary hypertension! All of the proceeds from The Woodlands CrawPHish Festival are donated to the Pulmonary Hypertension Association. It is PHA’s mission to extend and improve the lives of those affected by pulmonary hypertension. Every purchase helps us take a step closer to a world without PH. Join us and become #PHaware.
SB started with a fresh, exciting new logo for the event. Next, we turned our attention to the core digital presence of the festival: its website. Utilizing a mobile-first design, our creative team crafted a user-friendly hub for event information and ticket sales that could be easily updated by organizers. We then produced all of the marketing materials necessary to drive awareness and ticket sales, including an email marketing campaign, social media advertising campaign, P.R., event signage, sponsorship materials, streaming videos, and more.
Project Goals and Objectives
Because the majority of online traffic to TWCF’s website came from mobile users, SB proposed a mobile-first website design featuring the updated logo and brand guidelines we created for the festival. Our goal for the website was to ensure a smooth, easy experience for potential ticket buyers while educating users on the festival’s mission and past success. Enabling users to purchase tickets without ever scrolling their mobile or desktop screens was a top priority. A strong email marketing campaign helped keep the festival top-of-mind with past attendees, and and an influencer marketing campaign helped to dramatically grow its social media following and engagement.
Measure of Success
TWCF more than doubled its previous year’s ticket sales with SB’s help. Our agency helped expose the festival to new, targeted audiences as well as promote the event heavily to past attendees. Deploying bright, food-focused colors, engaging images, and consistent messaging, we elevated every metric of the festival’s success, from brand awareness to site traffic to social media engagement to attendance.