ACADEMIC DIGITAL MARKETING CASE STUDY
WACKEN OPEN AIR MUSIC FESTIVAL
To develop the hard-won knowledge gained from running my own business, I decided to take a course in Level 3 Digital Marketing to make sure my knowledge was up-to-scratch and appealing to employers. The course was fantastic at filling in the knowledge gaps and also allowed me to share my personal experiences and lessons learned.
The Project
During the course, we were given the task of creating a Digital Marketing proposal for a music festival of our choice. Over the length of the course, we looked at each of the sections it was to contain. Initially, we looked at general marketing concepts such as Marketing Mix, PESTLE Analysis, and SWOT Analysis, applying these to our chosen festival.
After choosing a music festival, we completed a Competitor Analysis, culminating in a Positioning Map.
We then looked at Audience Segmentation and Customer Persona, developing these for our chosen festival.
The focus then moved on to a recommended solution to fulfilling the business strategy. This included Keyword Research, SMART Objectives for social media, and planning content.
Once the content had been planned, content was created for our Persona in the form of a Landing Page, social media posts created using AI, and a Capcut video.
AI was a tool that featured throughout the course, and we were given best practices to conform to as well as when it should and shouldn’t be used.
Finally, we achieved Google Analytics Certification and presented our projects to the rest of the group.
Project Overview
- Target UK metal fans through social media campaigns based on community-belonging and subculture values. Use this to motivate them to join an English language newsletter and move them through the sales funnel.
- Create a TikTok-driven community (#MetalheadLife) to tap into grassroots metal subcultures.
- Create solid SEO content that will attract people who have started to engage with the festival via social media and an English language mailing list.
