Keepin’ it Clean – Event Marketing for Cleto Rodriguez’s Comedy Fiesta

Background

The idea of a clean comedy festival was born in the heart of local comedian and top-rated TV personality Cleto Rodriguez. As Cleto performed nationwide, he began to see that there was an opportunity for funny, stand up comedy that was also positive and delivered a deeper sense of enjoyment.

See the Campaign

  • Cleto_Sponsorship-Packet-073112-8
  • Cleto_Sponsorship-Packet-SHORT-Final-4
  • Cleto_Sponsorship-Packet-SHORT-Final-3
  • C-0812-007-ComedyFiesta-Ext-Vinyl-Banner-PRINT
  • P-0812-001b-ComedyFiesta-PrintAd-SWEEP-Tabloid-082012
  • C-0712-003-ComedyFiesta_Poster-082212-PRINT

Insight

With nighttime entertainment options being limited in San Antonio, we have the perfect opportunity to position this unique clean comedy event as a new and uplifting alternative. We will appeal to females, 25-35 year olds. They are the decision makers on entertainment choices and are uninspired by the current options presented to them. They are constantly searching for activities that they perceive to be clean and have a higher, positive purpose.

Solution

The event was conveyed as funny and clean, but not too uptight or reverent. We identified a local non-profit organization, which received part of the event proceeds.

To aid in awareness, it was vital to attract and present top-notch, nationally recognized clean comedians.

We create a brand identity, an awareness campaign and event materials. The pieces also needed to be informative enough to do double-duty and speak to potential event sponsors. Elements include:

  • Branding Strategy
  • Sponsorship Strategy
  • Brand Awareness Campaign (print, digital, OOH and social media)
  • Logo and Stationery
  • Sponsorship Packet
  • Ticket Giveaway Sweepstakes (print ad, award packets & social media)
  • Event materials (program and signage)
  • VIP Receptions
  • Merchandise (t-shirts, totes and silicone bracelets)

Results

Created inroads with sponsorship partners.

Experienced very positive public reaction and met attendance goals.

The event garnered earned media support in both TV, print and radio.

Due to the response, plans are already underway for the 2013 Comedy Fiesta.

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