Page 196 - Visual Marketing
P. 196

82. All That Jazz, Funk, Blues, Pop, and Hip-Hop: Making
    Modifications in Your Imagery Can Appeal to a Younger Audience

       The SaskTel Saskatchewan Jazz Festival is a venerable
                                                    music festival that needed to broaden its approach
                                                    and attract younger audiences. Each summer, more
                                            than 70,000 music fans head to the city of Saskatoon in
                                            Canada to enjoy a program of diverse music genres. A new
                                            marketing effort was created to attract the 18- to 35-year-
                                            old demographic.

                                                The SaskTel Saskatchewan Jazz Festival had been
                                            expanding its lineup to include groups that appeal to
                                            younger audiences, and now it needed to freshen up its
                                            visual marketing to communicate this to new audiences.
                                            Rob Maguire says that managing a festival is a lot like run-
                                            ning a small business. He has a staff of three workers doing
                              the administration, marketing, HR, and programming while he coordi-
                              nates a large part-time and volunteer army to run the 10-day festival.

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