Sweet Sounds Music Festival
#NewNightNewVibes
Campaign Case Study prepared for Downtown
By: INK Creative Strategies
Westfield Corporation
Project Overview
+ The Sweet Sounds Downtown Music Festival has been a staple of Downtown Westfield’s summer events for nearly a decade, featuring three bands across three venues every Tuesday evening in July and August. Initially a jazz festival, it has since evolved to include various music genres.
+ Downtown Westfield Corporation (DWC) is exploring moving the event to Thursday nights, which could attract a larger audience but potentially disrupt local restaurant business patterns. Additionally, DWC wants to expand the festival’s appeal to millennials (ages 27-42) and xennials (ages 43-48), ensuring that these younger audiences not only attend but stay to shop and dine in the district.
Approach
+To effectively achieve these goals, this campaign is divided into two strategic parts. The first is a Public Information Campaign, focused on securing buy-in from stakeholders, particularly local restaurants and businesses, and ensuring a smooth transition from Tuesdays to Thursdays. This will involve targeted communication efforts, including media outreach, stakeholder meetings, and digital engagement, to educate the public on the benefits of the change and maintain strong community support.
+The second part is a Campaign to Attract a Younger Audience, designed to modernize the festival’s branding and marketing strategy while integrating public art activations and digital engagement tactics. By incorporating contemporary festival aesthetics, influencer marketing, immersive experiences, and high-energy social media promotions, this approach will position Sweet Sounds as a must-attend event for younger audiences, ensuring both cultural vibrancy and economic growth for Downtown Westfield.
Public Information Campaign: Communicating Day Change
Objective:
+ Secure community buy-in for the move from Tuesday to Thursday by engaging stakeholders and attendees.
+Mitigate concerns from local restaurants while demonstrating potential economic benefits.
Communicating Day Change Strategies & Tactics
+Digital Media
Dedicated Webpage & FAQ Section: Create an informational webpage explaining the move to Thursdays, outlining potential benefits for visitors and businesses.
Email Marketing to Businesses: Share economic insights and highlight case studies of other cities that successfully shifted event days.
Social Media Campaign (#NewNightNewVibes):
o Polls & surveys to gauge public opinion.
o Engaging posts with throwback highlights and teasers of what’s new for Thursdays.
o Business testimonials on why they support the change.
o Interactive countdowns and ”engagement posts addressing concerns.
Communicating Day Change Strategies & Tactics
+Print Media
Flyers/Posters in Local Businesses: Distributed at restaurants, retail stores, and coffee shops with QR codes directing to the website for more information.
Local Newspaper Feature: Partner with community newspapers to publish an op-ed from DWC leadership discussing the benefits of the shift.
Communicating Day Change Strategies & Tactics
+Media Relations
Press Release: Announce the transition with statistics, business insights, and testimonials.
Local News Interviews: Arrange for DWC representatives to speak with media about the decision and anticipated impact.
Restaurant Spotlight Series: Feature businesses that support the change and highlight their Thursday promotions.
+Media Events
Stakeholder Town Hall: Hold an in-person and virtual Q&A session with restaurant owners and business leaders.
Pre-Launch Influencer Event: Invite local influencers to an exclusive preview night of the festival to create early buzz.
Communicating Day Change Budget
Strategy to Attract a Younger Audience
Strategy to Attract a Younger Audience Target Audience Profile
Gender: Male & Female
Age: 27-48
Location: Westfield, surrounding towns (Cranford, Summit, Scotch Plains, New Providence, etc.)
Lifestyle: Social, engaged in dining experiences, live music, and local shopping
Interests: Craft beer, boutique shopping, outdoor experiences, live events, cultural experiences, wellness
Media Consumption: Instagram, Facebook, TikTok, local event sites, streaming platforms, email newsletters
Strategy to Attract a Younger Audience Update Brand Identity
+ Objective:
• Modernize the festival’s visual identity to better appeal to millennials and xennials while maintaining brand recognition for loyal attendees.
• Align branding with current festival trends that emphasize vibrant, immersive experiences.
• Shift from a traditional town music festival aesthetic to a more dynamic, visually striking, and social-media-friendly brand.
Current Brand Identity & Challenges
The existing branding for Sweet Sounds Downtown Music Festival reflects a classic, community-centric feel, featuring elements such as:
• Traditional jazz or generic musical imagery (treble clefs, saxophones, sheet music).
• Warm but muted color palettes (earth tones, navy, maroon).
• Standard serif and script fonts (giving a vintage, small-town feel).
• Simple layouts with minimal design effects (less dynamic, not optimized for digital engagement).
• Conventional print marketing formats (basic posters, flyers).
+ Challenges:
• The branding doesn’t visually compete with modern music festivals.
• The aesthetic appeals to an older audience but lacks the high-energy visual appeal that excites younger attendees.
• It doesn’t create an "Instagrammable" visual identity, missing opportunities for organic digital promotion.
Rebranding Strategy: Aligning with Modern Festival Aesthetics
+ To attract a younger audience, Sweet Sounds needs a brand refresh that blends the authenticity of a local festival with the immersive energy of global events like Coachella, SXSW
+ New Visual Identity Elements:
• Vibrant & Gradient Color Palette
• Bold, Modern Typography:
• Abstract & Surreal Graphics
• Dynamic & Immersive Posters & Ads
• Social Media-Friendly Artwork
• Immersive Event Signage & Merchandise
(Hover/Mouseover)
Rebranding Strategy: Aligning with Modern Festival Aesthetics (samples)
Rebranding Strategy: Aligning with Modern Festival Aesthetics (samples)
Rebranding Budget
Strategy to Attract a Younger Audience Strategies & Tactics
+Digital Media
Social Media Campaign (Sweet Sounds MusicFest #NewNightNewVibes)
o High-energy teaser videos featuring local artists.
o Instagram & TikTok Ads targeting music lovers and foodies.
o Reels & Stories featuring past attendees, first-time festival-goers, and food vendors.
o Behind-the-scenes artist interviews.
Email Campaigns
o Exclusive invites with dining discounts for festival attendees.
o Email list segmentation for millennials/xennials, focusing on nightlife, dining, and social experiences.
Geo-Targeted Mobile Ads
o Location-based ads targeting young professionals at coworking spaces, coffee shops, gyms, and bars in Westfield and neighboring towns.
Strategy to Attract a Younger Audience Strategies & Tactics
+Print Marketing
Event Passports: Encouraging festivalgoers to visit multiple venues to win prizes.
Exclusive Offers in Welcome Kits: A partnership with local businesses to include coupons for millennials/xennials in attendee swag bags.
+Paid Advertising
Social Media Ad Spend ($5,000 across IG, TikTok, and Facebook).
Billboard Ads: Short-term rental of digital billboards near transit hubs.
Local Lifestyle Magazine Ads (such as Jersey’s Best or NJ Monthly).
TV Commercials/Streaming (via platforms like Youtube TV, Hulu TV, etc.)
Strategy to Attract a Younger Audience Strategies & Tactics
+Media Relations & Partnerships
Influencer Partnerships: Work with NJ-based lifestyle and music influencers for organic content.
Media Interviews & Features: Secure coverage in young professional-targeted platforms.
Bar & Brewery Cross-Promotion: Partner with local breweries for drink specials during the event.
+Media Events
Press Night for Bloggers & Influencers: Exclusive VIP event ahead of the festival launch.
Live Music Preview Nights: Smaller pop-up performances leading up to the main event.
Strategy to Attract a Younger Audience Strategies & Tactics
+Public Art Activations to Enhance Festival Experience
Incorporating interactive public art elements will create Instagrammable moments and elevate the festival's appeal to younger audiences who value experiential events.
Live Mural Painting:
Feature local artists painting murals during the festival, incorporating themes of music and Westfield’s culture.
Encourage attendees to interact and take photos.
Partner with businesses to showcase murals throughout Downtown Westfield.
Digital Projection
Mapping:
3D Chalk Art
Installations:
Transform building facades into interactive, musicresponsive light displays.
Ideal for evening activations to enhance the festival atmosphere.
Commission artists to create music-themed optical illusion sidewalk art.
Encourage attendees to engage and share on social media.
Strategy to Attract a Younger Audience Strategies & Tactics
+Public Art Activations to Enhance Festival Experience (continued)
Augmented Reality (AR) Walk
Photo Opps/Selfie Stations
Street Performers & Pop-Up Art Exhibits
Install QR codes throughout downtown that bring murals and artwork to life via AR experiences.
Partner with a tech firm to develop an interactive “Music Meets Art” walking tour.
Install interactive structures such as neon wings, giant musical notes, or light tunnels.
Create brand-aligned hashtags (#SweetSoundsWestfield, to encourage social sharing.
Include living statues, flash mob dancers, and interactive sculptures tied to music themes.
Partner with local artists and musicians to showcase their work at pop-up installations.
Attracting a Younger Audience Budget
+By implementing this multi-channel marketing approach, the Downtown Westfield Corporation can:
Effectively communicate the event’s transition to Thursdays while addressing concerns from restaurants and businesses.
Engage and attract a younger audience (millennials & xennials) through digital engagement, influencer collaborations, and social media-driven promotions.
Maintain loyalty among existing attendees while expanding event reach to new demographics.
Boost economic activity in the district by positioning the festival as both a music destination and an extended shopping/dining experience.
