Clover Island Concert Series & Thunder on The Island: A Case Study

Overview

The Clover Island Concert Series & Thunder on The Island is a staple event in the Tri-Cities, celebrating its 20th consecutive year in 2025.

Our primary goals have been to raise awareness, enhance audience reach, and transform this beloved local event into a mainstream attraction. We aim to position the concert series as a must visit cultural experience, showcasing the vibrant and diverse spirit of the Tri-Cities.

February 2025-Present

My role

Marketing Director, Social Media Management, Volunteer Team Coordinator Marketing Communications, Strategist, Brand Management, Event Management, User-generated Content Management, Community Marketing, Business Partnership Strategist.

Background

When I first stepped into this role, I began without a dedicated team, relying primarily on two event managers who generously contributed content despite limited availability. Historical materials from previous concert series were sparse and scattered, with no streamlined system for gathering event resources. Consequently, I took on responsibilities including graphic design, content creation, and management of user-generated content. Let alone, we did not necessarily have the biggest budget.

Events marketing is inherently chaotic yet extremely rewarding, providing real-time opportunities to leverage my skills. Highlights of what I established include:

• Building strong relationships with stakeholders, particularly bands performing in our series. I collaborated with them to gather and share promotional content on our official social media channels, significantly expanding our reach.

• Forming my own volunteer media team.

• Forming a successful partnership between my client and a podcast group, resulting in an engaging podcast series featuring interviews and exclusive insights from performing bands, enhancing audience loyalty and engagement. As such the podcast was able to be sponsored by Ted Brown Music for podcast equipment!

• Implementing an effective strategy to address challenges related to media scarcity and limited initial social media presence. As a result, our content consistently achieves an average of over 1,000 views per post.

• Establishing an influencer outreach program which is in effect. ( More details to come soon )

MORE information to come soon...