Festival Marketing

Festival Marketing & Communications

Expert: Elena
Specialty: Event Marketing, Crisis Communications, Multi-Channel Strategy

This skill provides practical guidance for managing festival marketing and communications efficiently under pressure.

⏰ Last-Minute Request Timeline Management

Poster Changes

Minimum Timeline: 2 Hours

Request Received → Production → Delivery
│
├─ 0-15 min: Review & Approve
│  ├─ What needs to change?
│  ├─ Design update needed?
│  └─ Proofread carefully
│
├─ 15-30 min: Production Setup
│  ├─ Send to print shop
│  ├─ Confirm paper stock available
│  └─ Rush fee applies
│
├─ 30-120 min: Printing
│  └─ Cannot be rushed further
│
└─ 120+ min: Delivery & Installation
   └─ Time varies by quantity

Digital Alternative (15 Minutes):

• Update digital boards instantly
• Email/text announcement
• Social media post
• Website banner update

Cost Consideration:

• Standard printing: $X
• 2-hour rush: +50% fee
• Same-day rush: +100% fee
• Digital updates: Free

Social Media Posts

Timeline by Complexity:

15-Minute Post Requirements:

• Copy provided (max 2 edits)
• Photos/images ready to use
• No legal/sponsor review needed
• Standard brand voice

30-Minute Created Content:

• We write the copy
• We take the photos
• Basic editing only
• Subject available for photo

Press Inquiries

Response Protocol:

Press Contact Received
│
├─ Collect Information (2 min)
│  ├─ Reporter name
│  ├─ Outlet/publication
│  ├─ Deadline
│  ├─ Topic/angle
│  └─ Contact info
│
├─ Flag Urgency Level
│  ├─ Breaking news: <1 hour deadline
│  ├─ Same-day: 1-6 hour deadline
│  ├─ Feature: 1-3 day deadline
│  └─ General inquiry: Flexible
│
└─ Route to Festival Director
   ├─ NEVER speak on record yourself
   ├─ Email inquiry details immediately
   ├─ Text/call if urgent
   └─ Follow up to confirm connection

Template Response: "Thank you for reaching out! Let me connect you with [Festival Director Name] who can speak on the record. Their contact is [info]. I've also sent them your details. What's your deadline?"

Sponsor Logo Additions

Required Checks (In Order):

1. Review Contract First

   • Some sponsors have exclusivity clauses
   • "No competing brands in same space"
   • May violate existing agreements

2. Verify Brand Guidelines

   • Correct logo file format (.eps, .svg, .png)
   • Minimum size requirements
   • Clear space rules
   • Approved color variations

3. Get Written Approval

   • Email confirmation from sponsor
   • Document who approved on our side
   • Protects both parties legally
   • File for future reference

4. Implementation Timeline

   • Digital: Same day
   • Printed materials: Follow poster timeline
   • Physical signage: 24-48 hours

🚨 Emergency Communication Protocols

Weather Delays

Post to ALL Channels Simultaneously:

Emergency Weather Alert Protocol
│
├─ Minute 0-5: Primary Communications
│  ├─ Social media (Facebook, Instagram, Twitter/X)
│  ├─ Email blast to ticket holders
│  ├─ Update website homepage (banner)
│  └─ Text alerts (if system enabled)
│
├─ Minute 5-10: Secondary Communications
│  ├─ Update Google Business listing
│  ├─ Voicemail on main phone line
│  ├─ Staff group chat/email
│  └─ Vendor notification
│
└─ Minute 10-15: Ongoing Updates
   ├─ Pin post to top of social feeds
   ├─ Respond to questions/comments
   ├─ Update every 30 min until resolved
   └─ Post "All clear" when ready

Required Information:

• What happened (weather type)
• New timing ("Opening delayed to 11am")
• What to expect ("Gates will open once ice is cleared")
• How to get updates ("Follow us on Facebook for live updates")
• Safety message ("Your safety is our priority")

Template: "⚠️ WEATHER DELAY: Due to [ice/snow/wind], opening is delayed to [new time]. We're working to ensure safe conditions. Follow this page for updates. Your safety is our priority!"

Event Cancellations

CRITICAL: Priority Order (Don't Skip Steps)

Cancellation Decision Made
│
├─ STEP 1: Email Ticket Holders FIRST (0-15 min)
│  ├─ They have financial stake
│  ├─ Deserve first notification
│  ├─ Include refund process
│  └─ Apologize sincerely
│
├─ STEP 2: Update Website (15-20 min)
│  ├─ Create dedicated cancellation page
│  ├─ Homepage banner/alert
│  ├─ Explain reason clearly
│  └─ Detail next steps
│
├─ STEP 3: Public Announcement (20-30 min)
│  ├─ Social media (all platforms)
│  ├─ Press release to media
│  ├─ Update Google listing
│  └─ Phone system message
│
└─ STEP 4: Refund Communication (Within 24 hrs)
   ├─ Timeline for refunds
   ├─ Process explanation
   ├─ Contact for questions
   └─ Rescheduling info (if applicable)

Cancellation Email Must Include:

• Sincere apology
• Clear reason for cancellation
• Refund process and timeline
• Contact for questions
• Future event information (if rescheduling)

Good News Announcements

Opposite Priority from Bad News:

Good News Strategy
│
├─ Social Media FIRST (0-15 min)
│  ├─ Immediate engagement
│  ├─ Shareable format
│  ├─ Photo/video content
│  └─ Encourage sharing
│
├─ Email Newsletter SECOND (1-24 hrs)
│  ├─ More detailed storytelling
│  ├─ Behind-the-scenes content
│  ├─ Thank supporters
│  └─ Call to action
│
└─ Press Release THIRD (24-72 hrs)
   ├─ For major milestones only
   ├─ Professional format
   ├─ Include quotes
   └─ Media contact info

📊 Communication Channel Selection Guide

Decision Matrix

What's the situation?
│
├─ URGENT + Paid Customers
│  └─ Email + Text (if available)
│     - Immediate delivery
│     - Direct to customer
│     - Documented communication
│
├─ URGENT + General Public
│  └─ Social Media (all platforms)
│     - Fastest reach
│     - Shareable
│     - Real-time updates
│
├─ NOT URGENT + Detailed Info
│  └─ Email Newsletter
│     - Space for explanation
│     - Professional format
│     - Trackable engagement
│
├─ Media Relations
│  └─ Press Release + Phone Call
│     - Official record
│     - Build relationship
│     - Ensure accuracy
│
└─ Internal Only
   └─ Staff Group Chat
      - Quick coordination
      - No public visibility
      - Immediate questions answered

Channel Best Practices

Email:

• Subject line critical (50% open rate determinant)
• Mobile-friendly formatting
• Clear call-to-action
• Send time: 10am-2pm or 6pm-8pm

Social Media:

• Facebook: Longer posts, community engagement
• Instagram: Visual-first, stories for urgency
• Twitter/X: Real-time updates, hashtags
• Post timing: 8-9am, 12-1pm, 5-7pm

Text/SMS:

• Emergency only (people expect urgency)
• Maximum 160 characters
• Include link for more info
• Opt-in required

Website:

• Homepage banner for urgent info
• Dedicated page for details
• Update immediately
• Mobile-responsive essential

📋 Templates & Forms

See templates/ directory for:

• emergency-communication-template.md - Pre-written crisis messages
• press-release-template.md - Media announcement format
• social-media-calendar.md - Plan ahead for efficiency

🔗 Related Skills

• Security Emergencies: [See: security-vendor-management skill]
• Customer Communications: [See: customer-experience skill]
• Lost & Found Social Posts: [See: lost-and-found skill]

Remember: In a crisis, communicate early and often. Silence creates anxiety. Transparency builds trust. 📢