MARFA MYTHS

WHO an annual music, film and visual arts festival hosted by Mexican Summer and Ballroom Marfa

WHAT provide an immersive cultural experience in the Far West Texas desert

HOW strategy // concepting // copywriting // analytics // community management

 

MARFA TRUTHS

To generate excitement leading up to our fifth festival, I recommended a series of Instagram Stories called “Marfa Truths” (a play on the festival’s name) to educate festival goers about the unique town in a fun way and prompt additional ticket sales.

Series 1

Series 2

Series 3

 

2018 Festival

With four days of music and art shows in a remote town in the desert, getting logistical information to festival attendees was a main priority for Marfa Myths 2018. Rather than the traditional stage built in a field, we work with the entire town to provide programming at various venues around Marfa, meaning knowing what was happening where posed a challenge for attendees.

I spearheaded Marfa Myths Morning Mail, a daily email initiative created to supplement the printed maps and schedules available at headquarters, so festival goers could easily pull up a schedule of that day’s activities from their mobile device, wherever their location. I also mirrored condensed versions of this information across social platforms and attended every show throughout the four-day festival, posting about each event on Instagram Stories and using artist tags + hashtag and geolocation stickers for new user discovery. These Stories are now permanently on display in a Highlight on our profile, allowing past attendees to reminisce and enticing future attendees in years to come. 

Thursday Edition

 Read the  newsletter . 

Read the newsletter

 Read the  newsletter . 

Read the newsletter

 Read the newsletter. 

Read the newsletter. 

 Read the newsletter. 

Read the newsletter. 

key results

In my first year we saw a major increase in followers across social media platforms. Growth rates:

  • Instagram: 187%
  • Facebook: 107% 
  • Twitter: 98%

Our Marfa Myths Morning Mail daily newsletters saw dramatically higher open and click rates compared to industry standards:

  • Average open rate of 53% (industry average: 24.1%)

  • Average click rate of 18% (industry average: 2.6%)