Team
Chyna Miller & James Miller
Role
Event Planner, Marketing Strategist, Graphic Designer, UI Web Designer
Duration
June 2019 -
October 2019
A Grammy-nominated artist decided to host a concert in my area and I was privileged to plan it from concept to finish.
My process looked a little something like this...
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EVENT CONCEPT & PITCHING
When the artist expressed interest in establishing his brand in our market, the first step was to create an event concept that would appeal to his target audience. At the time, the artist's typical listeners were Christian-based followers between 16 - 38 years of age.
I used the Instagram Quiz feature to engage this age group in the area who currently attended Christian churches and who frequented faith-based events.
Instagram Quiz Questions
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Responses
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Next, I created an event proposal and presented it to key stakeholders for buy in and partnership.
Churches
Local Singers
Speakers
Radio Personalities
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Proposed Marketing Strategy
Marketing Timeline
I also engaged with community members and gained insight into the wants/needs of an event for the area.
These community members also participated as volunteers for the event. I had the opportunity to lead this wonderful team ensuring that guests would have the intended user experience we mapped out for the day of the event.
MARKETING MATERIALS
After receiving approval of the proposal, I moved to the next phase and developed promotional marketing materials to begin the stages of pre-event marketing.
Invitation Cards
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Press Releases
WEB-BASED UI
In addition to print marketing materials, the event needed a simple and easy-to-use website to promote the event and capture ticket sales.
I opted for a single-page website with anchored tabs for ease of use.
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Web Design Style Guide
Social Bar
Button (Regular)
Button (Clicked)
Navigation Menu
Anchor Menu
Not only did I get a chance to impact the user experience pre-event, I also created elements to elevate the user experience during the concert.
Here are a few elements I designed to create a cohesive experience from concept to completion:
Ticket Design
Greeting Signage
8' x 10' step and repeat
36" x 36" Welcome Signs
Apparel Design
T-Shirt Design for event volunteers
Looking back, I learned a lot about these key things:
Initial vested interest isn't always enough to transform a potential user into a customer or attendee. Even though our survey methods of the market and target audience in the Montgomery, AL area all proved to be motivated concertgoers, we still have to pull out all the stops to make sure each seat was filled. In the end, we had a sold-out show and what was an untapped market for the artist, Todd Dulaney, is now one of his prime concert locations. The artist returned to Montgomery, AL in May of 2023 for a second show since OUTPOUR, 2019!
I also learned how to translate the same user experience and user interface design principles into multiple applications, such as the physical experience of going to a concert. Once I embarked on designing this experience from start to end, I knew that I wanted each "user" to feel that the entire process from learning of the event, to buying a ticket, to attending the concert be a cohesive and seamless one.
All in all, it was a great success!
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