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In the bustling world of music festivals, capturing the vibrancy, energy, and essence of the event is a critical component of effective marketing. This year, Greyhound Creative took on the ambitious task of producing and managing all content creation for the multi-venue Ipswich-based music festival, Brighten the Corners (BTC) 2024. Our approach was focused on delivering high-quality content swiftly and strategically to boost ticket sales for both the current and upcoming years. Here’s a detailed account of how we successfully executed this project.
A Strategic, Output-Specific Approach
At Greyhound Creative, we understand that the true value of content lies in its strategic deployment. For BTC 2024, we implemented an output-specific approach, meticulously planning each piece of content to serve a precise marketing purpose. Our primary goals were to drive immediate ticket sales for the festival and to create compelling promotional material for future marketing efforts. We had understood, that in previous years captured by others, the opportunity to showcase a 360 degree view of the festival throughout the content was missed. Therefore, we were looking to create content that showcased not only the artists present at the festival, but the audiences, multiple venues, architecture of the town, behind the scenes shenanigans, sponsors, partners, food & drink vendors, festival branding, volunteers, crew and more.
Pre-Festival Preparations
1. Client Consultation and Planning
Our journey began with a series of detailed consultations with the BTC organizers. Understanding their vision, objectives, and target audience was crucial. We outlined our deliverables and set clear milestones:
2. Team Assembly and Roles
To ensure we covered every moment of the festival, we assembled a dedicated team of eleven skilled photographers and videographers from all over Suffolk, Norfolk and London:
Each team member was chosen for their unique skills and ability to work collaboratively under pressure. Roles were clearly defined to ensure smooth operations and optimal coverage, meaning that nothing was missed. We briefed each member on their work attire, rules and guidelines, file formats, their schedule and more.
3. Equipment and Logistics
We meticulously planned the equipment logistics, ensuring every team member had access to the necessary cameras, lenses, stabilisers, audio gear, as well as charging solutions on hand for their equipment. Backup equipment was also prepared to mitigate any technical issues that could arise during the festival.
On-Ground Execution
4. Day 1: Capturing the Opening Energy
As the festival kicked off, our team was strategically positioned to capture every key moment. From the main stage performances to the bustling food & drink stalls and excited crowds, we aimed to encapsulate the vibrant atmosphere of BTC, putting Ipswich, Suffolk on the map, as well as showcasing the fantastic line-up of artists on display.
Key Activities:
5. Real-Time Content Delivery
One of our standout achievements was the real-time content delivery. On the second day of the festival, we released an Instagram reel showcasing highlights from Friday. This reel played a crucial role in boosting day ticket sales for Saturday, leveraging the excitement and FOMO among potential attendees.
Key Steps:
6. Day 2: Continuation and Engagement
The second day was about maintaining momentum and capturing any elements we might have missed. Our photographers and videographers continued their diligent work, ensuring comprehensive coverage.
Key Activities:
Post-Festival Success
7. Swift Content Delivery
One of our most impressive feats was delivering over 800 edited photographs within two days of the festival’s conclusion and the video content that went out with them. This rapid turnaround allowed BTC to maintain the post-event buzz and immediately begin utilising the content for marketing purposes. We also categorised and sent over each of the photographs to the respective artists to use for their only marketing purposes, ensuring they tagged the festival to gain further brand awareness. Thanks to the internal graphic design & animation team here at Greyhound, we were able to provide animations to sit on top of the festival video content, free of charge.
Key Steps:
8. Strategic Content Use
The content we created will be strategically deployed across various platforms, including social media, the festival’s website, and email newsletters. This multi-channel approach ensured maximum visibility and engagement.
Key Strategies:
Achieving Financial Efficiency
One of the highlights of this year’s project was our ability to pay our staff double compared to last year, all while maintaining the same overall budget. This achievement was possible due to optimising resource allocation. This included careful planning and efficient use of resources allowing us to save costs in non-critical areas.
Looking Ahead: Planning for 2025
Conclusion
Managing the content for Brighten the Corners 2024 was a challenging yet rewarding experience for Greyhound Creative. Through meticulous planning, strategic execution, and a dedicated team, we delivered high-quality content that not only enhanced this year’s festival but also laid a strong foundation for future marketing efforts. Our success is a testament to the power of collaboration, innovation, and a client-centric approach.
As we reflect on this accomplishment, we are filled with excitement and anticipation for the future projects and opportunities that lie ahead. Greyhound Creative remains committed to delivering excellence, capturing the essence of every event, and driving impactful results for our clients. A big thanks to the incredible team at BTC that put on another successful festival on in our hometown of Ipswich, putting Suffolk on the map. You can find our content in action on the BTC Instagram.