Great marketing listens to existing customers and draws others in. I can help you tell your story. To everyone.
Case Study: Art-i-fax, Colfax Business Improvement District
Celebrating the “gritty magic” of Colfax.
Art-i-fax Generations, the third in a series of annual events, was a day-long block party celebrating the central stretch of Colfax from the Capitol to East High School. I provided marketing, media, and entertainment consulting, working with the Colfax Business Improvement District and two other consultants to create a temporary public plaza along Park Avenue leading up to the Colfax intersection. Neighbors enjoyed live entertainment, supported local businesses, and found community in an inviting outdoor space.
Goals.
- Increase attendance from previous events’ 150-200 attendees
- Showcase how Central and East Colfax, infamous to Denverites as both a seedy and authentic street, can be an inviting place
- Promote Colfax as an artistic and creative corridor
- Ensure event offerings are as diverse as the communities surrounding Colfax
- Use the event as a test case for adjusting the streetscape and creating a more permanent or semi-frequent public plaza at the event site. Learn more about the Streetscape Plan.
“Leah is a real gem and if you’re reading this, you should definitely work with her. She helped us plan and execute a community event from start to finish. From creating compelling content and a comprehensive marketing plan, to handling logistics and day-of operations (and even some impromptu emceeing), Leah can do it all.”
— Michelle Valeri
Communications & Programs Director
Colfax Ave Business Improvement District
Services Included.
Marketing
- Strategy + Execution:
- Marketing and Media plan
- Blog plan
- Social media calendar
- Social media coaching
- Facebook advertising
- Words + Graphics:
- Website copy
- Blog posts
- Social media sample posts
- Newsletter copy
- Community advisory
- Messaging for BID members, event sponsors, and event vendors/participants
Media Relations
- Strategy + Execution:
- Identified 54 media outlets or appropriate media contacts for targeted coverage
- Inventory of 25 community calendars and websites for event listing
- Recommendations on individual community organizations and potential partners to contact or ask to cross-promote event
- Words + Graphics:
- Press releases
Event Planning
- Event design
- Budgeting and timeline management
- Visual artist recruitment
- Entertainment booking — musicians, acrobats, drag queen storytime
- Secured professional photography services
Day-of Event Execution
- Emceeing
- Stage management
Outcome.
An estimated 500 people attended the 2018 event, more than doubling the numbers from previous years. The musical selection and entertainment offerings were the most diverse (and most popular) of any previous event. Offerings included carnival games, history walking tours of Colfax, aerial dancers and acrobats, “Drag Queen Storytime,” a fashion show from Studio Colfax, and live music from Los Mocochetes (Xicano funk), Chella and the Charm (Country/Americana), and W.A.Y. FKA Connor Ray (Rap/Hip Hop). In a post-event survey, artists unanimously reported that they would return if the event were held in future years.
Partners in Success.
- Colfax BID – Marketing Execution, Event Production, Other Execution
- Zander Oklar – Permitting, Food & Beverage and Event Production
- Sarah Wells – Sponsorship Sales and Event Production
