Project Overview: Marketing Campaign for Sinkland Farms 33rd Annual Pumpkin Festival
In 2024, I led the marketing campaign for Sinkland Farms' 33rd Annual Pumpkin Festival, which resulted in the event ranking 3rd in the nation and driving a 30% increase in attendance year-over-year. Additionally, the campaign successfully showcased the farm's transformation into an All-Seasons Venue, emphasizing their newly winterized event spaces available for Fall and Christmas parties, birthday celebrations, weddings, and other year-round events.

Sinkland Farms 33rd Annual Pumpkin Festival Marketing Campaign

Creative Process & Content Creation:
To highlight the expanded offerings of Sinkland Farms, I integrated messaging about the farm's new winterized event spaces throughout the campaign. We used visuals that highlighted both the seasonal appeal of the Pumpkin Festival and the versatility of the venue for year-round events. Our assets included social media posts, promotional videos, event flyers, and email newsletters, all crafted to maintain excitement about the festival and build anticipation for future bookings.

Revised Ad Creative: We refreshed the visuals and messaging to keep the content engaging and relevant. This included testing new headlines, images, and calls to action (CTAs).

Audience Segmentation: I fine-tuned the audience targeting to reach new potential customers, leveraging lookalike audiences and retargeting users who had previously interacted with the festival. 

Increased Urgency: To reignite excitement, we added limited-time offers or early-bird specials for tickets and event bookings, along with countdowns and last-chance posts.  These changes helped to recapture the audience's attention, combat ad fatigue, and boost sales as the campaign progressed.

Results & Impact
The marketing campaign exceeded expectations, achieving a 30% increase in festival attendance and securing 3rd place nationally in rankings for pumpkin festivals. Beyond the immediate success of the festival, our campaign also contributed to Sinkland Farms' ongoing success as an All-Seasons Event Venue. The winterized event spaces saw a significant uptick in bookings for Fall and Christmas parties, birthday celebrations, and other events, thanks to the targeted messaging and strategic promotion.

By continuously monitoring campaign performance and making timely adjustments, I was able to overcome challenges like ad fatigue and engagement drops, driving both immediate sales and long-term venue bookings.
This campaign demonstrates my ability to lead a comprehensive marketing effort, leveraging creative strategy, data analysis, and adaptive decision-making to deliver results. It also reflects my skills in managing a marketing team, optimizing content, and ensuring sustained audience interest throughout the entire campaign.

Monitoring, Analytics & Optimization
A key part of the campaign’s success was my ongoing monitoring of insights, KPIs, and analytics. Using tools like Facebook Ads Manager, Google Ads, and Instagram Insights, I carefully tracked performance metrics such as reach, click-through rates, engagement, and conversion rates. This allowed me to identify periods of ad fatigue and slowdowns in audience interest.
When engagement began to dip, I took immediate action to pivot the campaign strategy:

Campaign Objectives & Strategy:
The dual goals of the campaign were to increase attendance at the Pumpkin Festival and to promote Sinkland Farms as an All-Seasons Venue. The marketing strategy focused on engaging local audiences while attracting new event bookings for corporate functions and private parties. My strategy involved targeting specific demographics, creating compelling ad content, and optimizing campaigns across multiple digital platforms to showcase both the festival and the venue's new year-round offerings.
Team Leadership & Collaboration
I managed a small marketing team, leading them from strategy development through
to campaign execution. I created the content calendar, assigned tasks for visual content creation, and oversaw the entire ideation process. From initial concepts to finalized content, I ensured that all marketing materials were on-brand and aligned with our strategic goals.