Client Background

The annual Strawberry Festival is a beloved community event that draws thousands of attendees each year. However, the organizers wanted to take their marketing efforts to the next level to grow attendance and attract more diverse audiences. 

Challenge

Despite the festival’s long-standing popularity, the client noticed stagnation in attendee growth in recent years. They wanted to significantly increase traffic and attendance, but struggled with how to reach new audiences and drive awareness across a larger geographic region, especially with limited traditional advertising options. 

Solution

January Spring proposed a custom, comprehensive digital strategy focused on streaming TV and programmatic video advertising. By targeting local and regional audiences across multiple platforms, we created highly engaging, visually appealing ads that showcased the festival’s highlights, including live music, food vendors, and family activities. Our advanced targeting technology for video ensured the ads reached the right demographics, from families to food enthusiasts, driving awareness in the weeks leading up to the event. 

Results

The results were outstanding. The Strawberry Festival saw an increase of 2,987 attendees year over year, far exceeding expectations. This impressive growth in traffic not only boosted overall festival participation but also contributed to record sales for vendors and an elevated community profile. 

The client was ecstatic with the results, praising the strategic use of digital advertising to effectively reach new audiences while staying within budget.