The Festy Experience is an annual festival that takes place every fall in the Blue Ridge Mountains just outside of Charlottesville, VA. Although the The Festy has been in existence for nine years, it hasn't been successful in defining its brand. I was tasked with defining The Festy brand, creating a communication campaign, and extending the brand beyond the singular festival to increase engagement.
A festival is a community. Its identity comes from the people who attend it, the music, vendors, sponsors, and activities offered during it. Digging deep into all of these elements, I defined The Festy brand.
Festy occurs every Colombus Day Weekend in Arrington, VA. It attracts approximately 4,500 attendees.
The Festy People
The three segmentations were determined using demographic data, personal observation, one-on-one interviews, and a survey.
THe market landscape
The Festy Experience has boasted in the past that it is more than just a music festival, it has a large local craft scene, adventure sports, while also appealing to people looking for more educational offerings with its workshops and lectures.
The Festy Brand
Stemming from Festy's Brand Promise, the communication message that was formed is that Festy is a place where one can get grounded. The idea of "grounded" touched on many aspects of the Festy brand. The love for the outdoors, the roots music, the craft food, the mental and physical rejuvenation, and the local feel, all are communicated through Festy's new invitation, "Get Grounded."
Opportunities & Threats
Festy needed to communicate its values, specifically its values of environmental responsibility, better than it has been. Additionally, Festy needed to be differentiating itself from the major festival, Lockn, that happens at the venue two months before.
Examples of some of the creative work all stem from The Festy's new invitation to "Get Grounded."
the future of festy
One of Festy's value propositions is its smaller crowd and intimate setting. Growing the Charlottesville Festy too much would hurt the integrity of the experience. The future of Festy is having multiple festival locations all grounded in towns that can be united under The Festy brand.
Using geo-demographic segmentation data. New locations were discovered suitable for a Festy Experience.
Team: Colin McCool, Evan Chiplock