The Challenge

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.

Approach

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. 

 

Background:

The Basics

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. 

Finding: Festy is the only festival in the market landscape representative of a specific town's culture, i.e. Charlottesville, and a town where each of these four attributes coincide.

The Festy Brand

Brand Architecture 

VAlues

Communication:

Solution

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. 

grounded.001.jpeg

Creative

Examples of some of the creative work all stem from The Festy's new invitation to "Get Grounded."

 The logo was updated to present the Festy "F" as a badge where copy can be added to the ring surrounding it. This makes the logo more versatile for future Festy brand or product extensions.

The logo was updated to present the Festy "F" as a badge where copy can be added to the ring surrounding it. This makes the logo more versatile for future Festy brand or product extensions.

This installation piece would allow for the Festy community to showcase what it is that makes them feel grounded. The installation is also great for sharing on social media or can be displayed in the city of Charlottesville after Festy.

 The sticker is a tactic to unite the Festy community back at home in Charlottesville, specifically businesses and sponsors. Whether, it's music, brewing, food, or culture that you are rooted in, the whole community is united by it's grounding in Charlottesville.

The sticker is a tactic to unite the Festy community back at home in Charlottesville, specifically businesses and sponsors. Whether, it's music, brewing, food, or culture that you are rooted in, the whole community is united by it's grounding in Charlottesville.

The postcard is for local businesses and sponsors of the Festy to offer to customers. It is both an invitation and a schedule of what's to come during the Festy weekend.

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.

These five segments of the Charlottesville community were identified as the most important consumer groups to the Festy community.

Map showing an overlay of the five consumer segments.

Pattern used to compare to other cities across the U.S for new Festy locations.

New locations

 Asheville, Athens, Ithaca, Ann Arbor, Austin, Fort Collins, Boise, and Eugene were all identified as suitable locations for the next Festy.

Asheville, Athens, Ithaca, Ann Arbor, Austin, Fort Collins, Boise, and Eugene were all identified as suitable locations for the next Festy.

 The recommended expansion plan is based off of the consumer segment data, resource chain, and market saturation.

The recommended expansion plan is based off of the consumer segment data, resource chain, and market saturation.

Team: Colin McCool, Evan Chiplock