The Manchester Literature Festival has taken place every October since 2006 and is the city’s largest literary event. In this case study, Kate Feld describes the Festival’s 2013 online digital marketing campaign, which included e-newsletters, Facebook, Twitter and blogging. The success of this campaign, particularly its social media activity, contributed to the Festival attracting a larger and more diverse audience, with increased engagement with the event.
Our goals with digital marketing for the 2013 festival included:
- Engage our loyal audience more meaningfully
- Expand our audience in new areas with the help of more social media activity
- Spread digital marketing resources across the calendar – start promoting events earlier, with more effort to link to ticket sales
- Update our website to improve user experience and create an online home for the festival that better fits our current needs