Strategy
Overview
A venue marketing campaign promoting the City’s Farmers Market Pavilion & Plaza as a newly available public rental facility. The goal was to increase awareness, showcase versatility, and drive inquiries/bookings by clearly communicating the space’s event potential and amenities.
Audience
Primary: couples and planners exploring wedding venues
Secondary: event organizers (conferences, community events, fundraisers), small businesses, nonprofits, and organizations needing rentable space
Tertiary: residents who may not realize the venue is available to rent
Goals
Increase awareness and inquiries for the newly available rental venue
Demonstrate versatility through real event examples (weddings, conferences, skating, etc.)
Highlight amenities that simplify planning (kitchen, restrooms, tables/chairs, layout options)
Improve conversion by offering an immersive 360 virtual tour for remote consideration
Create evergreen assets for ongoing promotion (web, social, expos, outreach)
Core Message + Desired Action
This is a versatile, well-equipped downtown venue that can host everything from weddings to conferences—without complicated logistics.
CTA: Inquire about availability, pricing, and booking.
Success Measures
Rental inquiries and bookings (primary), plus video performance and lead generation from paid and organic distribution.
Touchpoints
Stakeholders
Cultural Services rental/venue team (messaging, logistics, expo needs, booking flow)
Event organizers and on-site users (wedding, skating event, conference, etc.) for coverage opportunities
Internal approvals for brand, facility representation, and distribution placements
Planning & Capture Approach
Creative direction built around two pillars:
- “Imagine your event here” (visualize use cases)
- “Here’s what’s included” (amenities + planning ease)
Capture plan intentionally included:
- multiple event types to demonstrate versatility
- wide establishing shots of the full space + plaza
- amenity details (kitchen, restrooms, seating, layout flexibility)
- moments that communicate vibe: celebration, professionalism, movement, community
- an immersive 360 capture to support remote decision-making and improve conversion
Production Considerations
Shooting across varied events to represent multiple audiences
Ensuring footage conveyed scale, flow, and practical features (not just aesthetics)
Outputs
Hero Content
A promotional venue trailer video highlighting event possibilities and amenities
360 virtual tour of the venue, allowing prospective renters to virtually walk through the space, visualize layout and flow, and evaluate amenities before inquiring
Supporting Assets
Photo library across multiple event types (wedding, roller skating, conference, etc.) for:
- website listings and brochures
- social media promotion
- print collateral and expo displays
- ongoing seasonal/event marketing
Sales Utility
Video formatted for repeated use in wedding expos and rental-focused promotional events, functioning as a “walk-up” pitch tool when staff are tabling or presenting.
Rollout
Distribution Channels
Social media (City/department channels as applicable)
Website/venue listing pages (where renters research and convert)
In-person promotion: wedding expos and other rental-focused events (video playback at booths)
Paid promotion supported by ad spend to reach relevant local/regional audiences
Rollout Strategy
Anchor with the hero video, then rotate supporting photo posts by renter type (wedding / corporate / community / recreation)
Use the 360 tour as a high-intent follow-through tool via links/QR codes in outreach, expo materials, and web placements
Yield
Results
500+ organic views across social media platforms
The venue has seen an uptick in rentals since the video’s release, indicating improved awareness and stronger conversion support for the rental team
The campaign assets continue to function as evergreen sales tools—especially at wedding expos and outreach events—helping audiences quickly understand the space and imagine their event there
Evaluation
Showing real event scenarios increased versatility perception
Amenity-first visuals reduced uncertainty and “research burden” for planners
The 360 tour made the venue feel accessible and helped remote prospects move from interest to inquiry
Multi-channel rollout ensured the venue reached both broad and high-intent audiences
Improvements
Add stronger tracking/attribution (QR codes + UTMs, “How did you hear about us?” inquiry field)
Create renter-type cutdowns (30s wedding / 30s conference / 30s community event)
Add a simple “next step” end card (inquire, tour link, availability highlights if allowed)