Social Media Marketing Analysis for the Nonprofit Festival Sector: Maximizing Revenue and Attendance Growth

Social media is one of the fastest growing marketing tactics today, although few master its correct implementation with the ever-changing technological environment and alignment with an organization’s overall promotional... [ view full abstract ]

Social media is one of the fastest growing marketing tactics today, although few master its correct implementation with the ever-changing technological environment and alignment with an organization’s overall promotional campaign. In the nonprofit arena, social media marketing is the most cost-conscious and effective tool for the expansion of one’s brand. This study focuses on euphoria, a food, wine and music festival held annually in Greenville, South Carolina. The analysis of euphoria highlights an example of a successful application of digital strategy and presents recommendations for future growth in conjunction with the festival’s revenue and attendance objectives.