Driving Engagement
through Storytelling
Campaign Overview
In partnership with singer and songwriter Mumu Fresh, Media Rhythm Institute curated the Muniversity songwriter's camp, a one-day youth conference for aspiring songwriters of all genres. Participants heard from music industry professionals on branding, music licensing, and songwriting topics.
I created the digital marketing plan to drive registration and attendance for the camp. Using social media, email marketing, Google Ads, and online events calendars the campaign successfully drove event registration and led to a sold-out day.
Objectives
Raise awareness and drive registrations for the Muniversity Songwriting Camp.
Engage with young artists aged 12-24 and convince them of the camp's value.
Promote the event's unique features and create a sense of urgency due to limited seating.
Strategy & Execution
Promotional Channels
Social Media (Instagram, Facebook, Youtube, and TikTok): Posts went out three times a week in the weeks leading up to the event. In the final week before the event, the cadence was increased to every day to ensure 100% attendance.
Email: I distributed five promotional emails about the event, an announcement email, three reminder emails, and one segmented email to MRI's community, teachers, and school administrators.
Google Ads: One Google Ad was run for the final two weeks leading up to the event.
Facebook Groups/Online Calendars: After thorough research, I identified 10 local Facebook groups and online calendars, such as the Bmore Art and Maryland State Arts Council online calendars, that the community utilizes to learn about area events.
Content Types
Event flyers that featured each of the workshop facilitators.
YouTube playlists featuring works from some of the workshop facilitators.
Videos from MRI staff, workshop facilitators, and community creatives detailing the benefits of opportunities like this one.
The strategy used a mix of images and videos to tell stories about the workshop facilitators and to invoke a sense of nostalgia from older creatives. MRI often hears from teachers and older creatives that "they wish programs like theirs were available when they were young." We used that idea to create talking points to highlight in the various content.
Outcome
The camp reached 100% enrollment and was a beautiful day full of artistic growth.
Writing Samples
Social Media Captions
For Everyone:
Caption 1: Discover the art of songwriting! Join @MumuFresh & and @MRI.Programs at @MRI.Studios on Saturday, October 28, 2023 for Muniversity Writers Camp. A unique opportunity for Baltimore area young artists to hone their craft and mingle with the best. Let’s make music magic together! Visit mripgrograms.org/muniversity for more info. #MRIPrograms #Muniversity #BaltimoreArtists #Teenmusicians #Songwriters
For Sponsors:
Caption 1: We’re proudly supporting Baltimore's young talent at the #Muniversity Writer’s Camp Youth Edition, a collaboration between @MumuFresh & @mri.programs, Saturday, October 28, 2023 at MRI Studios. Join us as we amplify the voices of our local future artists! Visit mripgrograms.org/muniversity for more info. #MRIPrograms #Muniversity #BaltimoreArtistsUnite #BmoreYouth #Musiccamp
For Workshop Facilitators:
Caption 1: Excited to share my expertise at the youth edition of Muniversity Writer’s Camp with @MumuFresh and @mri.programs on Saturday, October 28, 2023. Young artists, get ready to dive deep into the world of songwriting. Can't wait to see you there! Visit mripgrograms.org/muniversity for more info. #MRIPrograms #Muniversity #BaltimoreMusicScene #YoungArtists #MusicMentorship
Announcement Email
At MRI, we continue on our mission of nurturing the talents of young Baltimore area artists, and we have an exciting opportunity we'd like to share.
Muniversity Writer's Camp
On Saturday, October 28th, we're hosting the Muniversity Writer's Camp at the MRI Studios. This unique collaboration with the Grammy-nominated artist Mumu Fresh, is a chance for young artists to elevate their songwriting skills, connect with industry experts, and provide a platform to showcase their talents.
Unlock Scholarship Opportunities
Talent should know no boundaries, especially financial ones, so we're excited to offer scholarships for this event. This is a chance for talented individuals aged 12-24 to attend Muniversity at no cost. If you or someone you know has a passion for music and songwriting and could benefit from this experience, we encourage you to complete the Scholarship Interest Form.
Help Us Spread the Word
We have a limited number of scholarship spots remaining, and we need your help to ensure they reach those who can truly benefit. Consider sharing this scholarship opportunity with your network of young artists, friends, and anyone passionate about music and songwriting.
Together, we can empower aspiring artists and provide a platform to shine.
Thank you for being a part of our creative community and your continued support. We look forward to seeing you at Muniversity Writer's Camp!
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School Administrators/Partners Email
Subject: Empower Young Artists: Muniversity Writer’s Camp & Scholarship Opportunity
Hello [Recipient's Name/Title],
I hope this message finds you well. As you know, MRI greatly values our partnerships and collaborations with you. Our work together has a powerful impact on the Baltimore community. Today, we have another exciting opportunity to share that will benefit the talented young artists you work with.
Muniversity Writer's Camp: Unlocking Creativity and Growth
We're thrilled to introduce the Muniversity Writer's Camp, presented in collaboration with the Grammy-nominated artist Mumu Fresh. On October 28, 2023, this special day-long conference offers a unique platform for young artists to refine their songwriting skills and learn more about the ins and outs of the music industry. It is open to artists between 12-24 years old with a proven interest in music and songwriting.
Scholarship Opportunities: Supporting Young Talent
We understand the importance of nurturing young talent, and that's why we're offering scholarship opportunities for this event. It's a chance for talented individuals to experience the Muniversity at no cost. Encourage your students to apply for a scholarship by completing the Scholarship Interest Form. We will review all submissions and get back to them with further details.
How You Can Help:
We kindly request your support in spreading the word about this incredible opportunity to your network of young artists. By sharing this event and scholarship opportunity, you're helping us connect with those passionate about music and songwriting and looking to take their skills to the next level.
Your support and partnership mean the world to us, and we're excited to see the impact this event will have on the next generation of artists.
Please don't hesitate to reach out if you have any questions or need further information. Thank you for helping us empower young artists and giving them a platform to shine.
Best regards,
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