Great Waters
After being closed due to COVID for over a year, Great Waters wanted to use the opportunity to reinvent themselves as a premier entertainment provider for the New Hampshire Lakes Region. The challenge to 134 was to broaden the appeal of Great Waters without losing its older customer base. We started off with market research and built a target demographic from there (both primary and secondary). Then we delivered a new positioning for Great Waters that was the north star of everything the organization did. This informed the communications, media and messaging strategy that we put together complete with a whole new tone of voice.
“134 Consulting established a comprehensive marketing framework for Great Waters Music Festival. Their framework and deliverables provided a smart and strong convergence of every possible touchpoint Great Waters can get on past, current, and future patrons.”
— Doug Kiley, Executive Director of Great Waters
The campaign was titled ‘Concerts in the Clouds’ in partnership with another local nonprofit ‘Castle in the Clouds’, the venue that would hold Great Waters’ concert series. Creative elements for the ‘Concerts in the Clouds’ campaign reflected the brand elements of Great Waters but also incorporated slightly heavier blues and small cloud elements- mimicking that of a starry summer night sky. The campaign was seen all around the Lakes Region- from high-impact billboards to local papers and brochures in surrounding towns- which contributed to a +142% increase in ticket sales, an 84% increase in donations, and an 18% increase in database size.
“134 navigated our non-profit ecosystem with ease and built marketing strategies that are measurable and matched well with our goals. Their assessment and analysis Postseason helped us re-calibrate our marketing investment and increase effectivEness.”
— Doug Kiley, Executive Director of Great Waters
services
Branding
Website Development
Advertising
Out-of-home, Print (Newspapers & Brochure), Radio, Social Media, Partnerships, & Production
Public Relations
Data Analytics