Background
This project was completed for Marketing 475: Digital Marketing with Dr. Scott Radford. Our team was tasked with developing a digital marketing strategy for JazzYYC, a local non-profit jazz organization in Calgary. The focus was on increasing awareness and engagement among younger audiences by identifying key challenges and proposing targeted digital solutions to modernize the brand and improve its online presence.
Marketing Strategy Pitch Deck
Our pitch deck outlined a strategic plan to reposition JazzYYC for greater visibility and engagement among younger demographics, particularly Calgarians aged 25–35. We began with an environmental scan and competitive analysis, highlighting how major jazz and music festivals in cities like Toronto and Vancouver have successfully cultivated large, diverse audiences. In contrast, JazzYYC’s limited digital presence and older audience base presented both a challenge and an opportunity.
To address this, we proposed a five-step strategy centered on brand cohesion, emphasizing jazz’s emotional resonance and cultural depth. Our recommendations included:
Optimizing JazzYYC’s digital assets (website, social media, logo, and slogan) for a more modern, engaging online experience.
Creating a unified brand message under the slogan “Evoke Emotion,” connecting jazz with personal expression and shared experiences.
Targeting digitally active, experience-seeking young professionals through strategic content and outreach.
Leveraging artist marketing and partnerships with local businesses or institutions to expand reach.
Tracking impact through key performance indicators (KPIs) such as engagement rates, ticket sales, and customer acquisition cost.
By focusing on emotional storytelling, consistent visuals, and refined digital communication, our team aimed to help JazzYYC tap into Calgary’s growing population of younger music lovers.