SITUATION

A newly formed organization and partnership with Tulane University’s New Orleans Center for the Gulf South, the Trombone Shorty Foundation created Shorty Fest during its first year of operations as a benefit concert held during the second weekend of the New Orleans Jazz & Heritage Festival. The concert–which is headlined by Trombone Shorty & Orleans Avenue, fronted by Foundation founder Troy “Trombone Shorty” Andrews–features live performances by some of the biggest names in New Orleans music and emerging talent, including students from the Foundation’s signature program, the Trombone Shorty Academy.

STRATEGY

markit360 is responsible for various aspects of event planning and coordination, including sponsorship solicitation, public relations, marketing, branding, advertising and other promotions. Our ongoing involvement includes design, messaging and delivery of e-marketing campaigns; support of new initiatives and announcements; and sponsor solicitation support. Our marketing plan surrounding Shorty Fest covers multiple aspects including public relations and social media, collateral development and ticket sales, advertising and branded creative materials including concert merchandise and signage.

RESULTS

The first time event attracted more than 1,100 concertgoers and was lauded as a unique and exciting addition to festival season. markit360 has developed relationships for Shorty Fest with event sponsors and the concert venue, and has helped negotiate substantial sponsor support for the event’s second year.