The Woodlands BBQ Festival
The Current Situation
The Woodlands BBQ Festival (TWBBQF) is a new, annual outdoor event raising money and awareness for the Pulmonary Hypertension Association. Run by seasoned festival organizers, TWBBQF was entering its second year and looking for a big boost in brand awareness and revenues. Studio Brand was engaged to deliver a full-scope brand development campaign to build a brand that was enticing to BBQ fans, family-friendly, and authentically Texan while driving ticket sales and calling attention to the festival’s pet cause.
Tickets sold—sold-out event
Increase in ticket sales from previous year (700 sold)
PPC advertising clicks
Increase in Facebook followers
The Woodlands BBQ Festival is a community partnership between Stibbs & Co., P.C. and The Woodlands Area Chamber of Commerce. The Festival features some of the most talented and celebrated BBQ pitmasters from the Houston area and beyond. We offer an afternoon filled with the finest BBQ around, live music, cold beer, kid’s activities, and the chance to bring awareness to PH!
Studio Brand provided a full suite of branding elements for the festival, including a new website, social media campaign, flyers, P.R. messaging, email blasts, and more. All of these elements had to convey the fun environment and delicious food offered by the festival while still keeping its mission of raising funds and awareness for PHA front and center. SB worked with the festival organizers to supply brand and marketing strategies, designs, and collateral necessary to raise the festival’s profile and attendance.
Project Goals and Objectives
TWBBQF approved SB’s proposal of a modern, mobile-responsive website after we proved that the majority of online traffic comes from mobile devices. The new site was designed to deliver an easy, frustration-free user experience highlighting TWBBQF’s mission and offerings, especially for families. Site visitors were able to purchase tickets without ever scrolling their screens. Photography-focused social media and email marketing campaigns drew target consumers to the site. SB further spread the word with a social media influencers campaign and traditional media outreach.
Measure of Success
In its second year, TWBBQF sold out of tickets. The brand development and awareness work supplied by Studio Brand increased the festival’s marketing reach considerably in a marketplace saturated with both barbecue and outdoor festivals, and even garnered positive online engagement from attendees. Through consistent outreach, SB helped build the brand’s social and email contact lists, setting up TWBBQF for an even larger campaign the following year.
Helping people who suffer from pulmonary hypertension by executing our client’s first sold out event was the most gratifying part of this campaign.
— Leila Dehghan, Digital Community Manager, Studio Brand