IRENE B. WEYGANDTmarketing | portfolio

HELLO!

artsy NERDY

BOLD

Me.

About me:

I wanted to be an actor when I grew up. I have a soft heart. I was the kid who always brought home stray animals. I am influenced by two parents who were life-long students and educators. I believe we all have a story to tell and contributions we want to make. That’s why I’m a cause marketer. I prefer to use my special powers for good.

The following is a small collection of my recent work.

WORK Opening CampaignIntegrated marketing campaign surrounding the opening of an international fine-arts institution dedicated to the work of the most famous artist you’ve never heard of.

BrandingOne of the oldest Shakespeare festivals in the country, CSF needed a brand update and new look that matched the innovative productions being presented on stage.

Sponsorships, Partnerships, ActivationWhen Friday evening attendance at the Clyfford Still Museum began to wane, a new event series boosted attendance while reaching a new audience and opening the door for creative partnerships.

CLYFFORD STILL MUSEUMOpening Campaign

OVERVIEWThe Clyfford Still Museum opened in Denver in November 2011 after the artist’s collection and life’s work had been locked away for over three decades.

CHALLENGEDrive opening traffic and increase public awareness of this legendary artist.

AUDIENCEWith two distinct audiences, the integrated campaign had to resonate with both traditional museum goers and younger art enthusiasts while maximizing investment.

STRATEGYCombine high impact placements with clever guerilla and social media tactics to spark conversation and drive engagement.

TEAM PLAYERSIrene Weygandt, Director of MarketingCactus Communications, Ad AgencyFitzgerald Petersen Communications, PRResnicow Schroeder Associates, National PR

KEY TAKEAWAYClyfford Still is one of the world’s most important and revolutionary painters--and starting November 18th, his life’s work will be permanently displayed right here in Denver.

MESSAGING STRATEGYClyfford Still is an American master, a legend, a genius and even a rebel. And his work is some of the most original American art ever created. Yet most people don’t even know who he is. So, let’s use our advertising to begin sharing the legend of Clyfford Still. And let’s make him America’s next cult hero. Because in the context of his life, his ideals, and the story behind his museum, we believe our audience will become captivated by the work and life of Clyfford Still.

CREATIVE EXECUTION.

TACTICS: OUT-OF-HOME

ONE GIGANTIC WALL.Utilizing our strong partnerships with Pavilions, the City and County of Denver, and sponsors, we were able to execute a gigantic wallscape in the heart of downtown at zero out-of-pocket cost. We leveraged our relationships with sponsors to underwrite the production of the wallscape, and negotiated it’s free placement.

TACTICS: PRINT ADS

TACTICS: DIGITAL RETARGETING ADS

FINDING EFFICIENCIES.Utilizing behavioral and geographical retargeting, we were able to drill down to find our target audiences online and direct them to the Museum’s website.

TACTICS: SOCIAL MEDIA

SOCIAL MEDIA SCAVENGER HUNT.We printed a series of posters featuring artworks by Clyfford Still and displayed them all over town. Each poster included a QR code. When scanned, participants were entered into a scavenger hunt. We used our social media feeds to share clues directing scavengers to poster locations, encouraging them to collect the entire poster series. Each time they captured a QR code, it was automatically shared on their Facebook wall, and they were entered to win a variety of prizes including the grand prize: a trip to San Francisco to view the Stills in the SFMOMA collection.

ATTENDANCE• Surpassed attendance goal of 20,000 admissions in 3 months by 20%

(25,023)• Presented 13 sold-out inaugural events

RESULTS.

INCREASE SOCIAL MEDIA ENGAGEMENT• Doubled Clyfford Still Museum’s Facebook following• Successful launch of Clyfford Still Museum’s Twitter feed• 35% increase in Museum’s opt-in e-mail list.

Museum attendance in first 3 months:

GO

AL

INCREASE AWARENESS OF CLYFFORD STILL• Four volumes of articles written about Clyfford Still and the Museum

within the span of 3 months including local, regional, national, and international news.

COLORADO SHAKESPEARE FESTIVALBranding

OVERVIEWThe Colorado Shakespeare Festival is the second-oldest Shakespeare festival in the country and the professional theatre company in residence at the University of Colorado, Boulder.

CHALLENGEUpdate the Festival’s branding to better align the quality performances on stage with the Festival’s look in the community.

AUDIENCETraditional theatre-goers, cultural tourists, and CU Students.

STRATEGYEmbrace the elements that make the Festival unique: the historical outdoor venue, rich community traditions, and professional theatrical productions.

TEAM PLAYERSIrene Weygandt, Director of MarketingBK Media Group, Graphic Design

KEY TAKEAWAYAttending the Colorado Shakespeare Festival is a Boulder tradition. See quality performances under the stars in the shadow of Colorado’s majestic Flatirons.

BRANDING STRATEGYBoulder, Colorado is known for it’s scenic beauty and quirky personality, but it’s also a great place to see live theatre. Especially in the summer when the Colorado Shakespeare Festival is in full swing. For over 50-years the Colorado Shakespeare Festival has been delighting audiences with captivating performances in a magical setting unlike any other in the world. Let’s make sure that everyone knows how special the Colorado Shakespeare Festival is by highlighting the experience that goes with each production.

PROCESS.

COMMUNICATIONS AUDIT.Conducted a comprehensive evaluation of the Colorado Shakespeare Festival’s ability to send, receive, and share information with various audiences, internal and external. By interviewing Festival stakeholders, we were able to uncover the strengths and weaknesses in the Festival’s current brand.

ANALYZE, EVALUATE, AND PLAN.Following a series of surveys and interviews with organizational stakeholders and community members, we then took a look at our existing communication vehicles.

CHANNEL & MEDIA

AUDIENCE MESSENGER CONTENTTIME &

FREQUENCY

HOW EFFECTIVE?STRENGTHS/WEAKNESSES RECOMMENDATIONS

RESULTS.

A FRESH LOOK.Everyone we spoke with told us what they liked best about Colorado Shakespeare Festival was the experience - a picnic before the performance and Shakespeare under the stars. So, we gave the Festival a modern look featuring production and scenic photos. A new season brochure concept allowed subscribers to see all the productions offered during the summer at a glance.

DISTILLEDSponsorships/Partnerships/Activation

OVERVIEWFriday evening attendance at the Clyfford Still Museum was decreasing dramatically and efforts to reach a younger audience were turning up short.

CHALLENGEStimulate attendance on Friday evenings and reach out to a new audience.

AUDIENCEYoung professionals looking for an interesting activity to wind down the work-week.

STRATEGYTurn a traditional museum experience into something more social and interactive by curating a “gateway experience.”

TEAM PLAYERSIrene Weygandt, Director of MarketingTeresa Chamberland, Director of Development

KEY TAKEAWAYIt turns out that a fine art museum is a pretty cool place to go on a Friday night with your friends.

EVENT STRATEGYYoung professionals weren’t visiting the Clyfford Still Museum on Friday evenings because they can’t imagine themselves there. Let’s identify the type of experience they are looking for and take some of the snobbery out of the museum-going experience.

RECIPE FOR INNOVATION.

4. PARTNER UPFor each diSTILLed, we worked to identify event partners and sponsors who would align well with our brand, cross-promote to their audience, and help drive attendance.

1. WHAT DO THEY WANT?We took several young professionals (aka our friends) out for coffee to pick their brains on what they are looking to do on a Friday evening after work. Based on that feedback, we compiled a list of ingredients to be included in each diSTILLed event.

2. INGREDIENTS• 1 part immersive. • 1 part convergent.• 1 part connective.• 1 part inventive.• Now. Be Relevent.

Combine ingredients and experiment with measurments. Keep the audience actively involved in authentic ways. Program to them. Reach out to their comfort zone. Unify your vision for the event.

3. PICK A THEMEEach diSTILLed features an eclectic mix of food, drink, art, and entertainment tied together on a loose theme.

RESULTS.

ATTENDANCE• Significant increase in Friday evening attendance from an average of 13

visitors to 172.

DEMOGRAPHIC• Median age of Friday visitor changed dramatically from 55+ to 35+.

REPEAT VISITATION• 22% of attendees came to more than one diSTILLed event.

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ROI• Over 300% increase in net revenue.

THANK YOU.irene.weygandt@gmail.comlinkedin.com/in/ibweygandt303-968-7608