So What!
Strategy content & campaigns • Event planning
Building a local brand and helping
secure the future of an iconic music venue
As Head of Marketing and board member, I was responsible for the overall marketing strategy, brand communication and campaign execution for So What!, the only music venue (kernpoppodium) in Gouda, the Netherlands that is completely runned by volunteers.
Working with a small team and limited, let's say challenging budgets, my focus was on increasing ticket sales, strengthening the venue's brand and growing its local community through creative, data-driven marketing.
The challenge
Unlike many venues that promote only a handful of major events, So What! hosts over 80 events each season, ranging from live concerts and tribute bands to club nights and themed parties.
Each event required its own marketing strategy, creative assets and media budget while working within strict financial limitations.
Charity weekender
One of the biggest projects I led was a large-scale benefit event organised to support the future of the venue during a financially challenging period.
The event was organised by the chairwoman and me and was a project that took us a total of 3 months to accomplish. Starting with gathering artists, local vendors, restaurants and volunteers who were willing to participate, and chatting with the mayor to see what kind of support would be possible from that side.
From my field of expertise I developed the complete marketing strategy and campaign, coordinating the creative direction, paid advertising, social media, promotional materials (for instance a merchandise project) and communication leading up to the event.
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Developed the overall marketing strategy and campaign planning
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Created and published daily content updates across social media
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Produced three dedicated email campaigns to drive awareness and ticket sales
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Managed Meta advertising for two months leading up to the event
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Organised an out-of-home campaign with A0 posters across Gouda three weeks before the event
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Coordinated local poster distribution through cafés, restaurants, sports clubs and community organisations
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Developed a merchandise campaign, including sourcing a local illustrator and organising the complete pre-order process
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Produced all campaign assets, including visuals, videos, advertisements, newsletters and promotional materials
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Collected and edited content from artists, DJs, partners and local businesses to maximise organic reach
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Built the campaign around nostalgia and community, reconnecting both former and new generations with So What!'s cultural significance in Gouda
The campaign brought together local businesses, artists, volunteers and visitors through a shared message and strong community engagement.
Results
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Raised approximately €16,000 for the venue
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The most visitors in a weekend for over 2 years
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Increased local visibility and community engagement, with a lot of press visibility
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Demonstrated how creative marketing can mobilise an entire community around a shared cause
