Project Spotlight
the challenge
the approach
Working closely with the executive director, operations team, and another marketing consultant, I helped manage and shape all festival communications by:
Newsletters: Running year-round email updates, shifting from monthly off-season sends to higher-frequency campaigns during festival season (tickets, special events, donor appeals, parking/venue info, volunteer calls).
Social Media: Crafting copy and managing the publishing calendar, keeping posts purposeful with clear calls to action (tickets, donations, event info).
Content Strategy: Using photos and light design edits from past festivals to create authentic, eye-catching content while keeping within budget constraints.
External Messaging: Developing and refining communications for donors, attendees, and the general public to ensure clarity and consistency.
Internal Messaging: Streamlining volunteer communications so teams had the right info when they needed it.
Consulting: Advising on website layout, copy, and broader marketing strategies to strengthen the festival’s presence beyond social and email.
Shaping clear, consistent communications for a multi-day international theatre festival - from newsletters and social to volunteer messaging - to drive ticket sales, donations, and smooth event operations.
BorderLight Theatre Festival is a vibrant, city-wide event, they needed external communications that were strategic and purposeful, not just “posting to post.” They required year-round visibility through newsletters and social media, with a heavy focus on building momentum during festival season. At the same time, volunteers, attendees, and donors all needed different messaging to stay engaged, informed, and inspired.
the results
Provided a clear, consistent flow of communication for attendees, volunteers, and donors, minimizing confusion around tickets, venues, and logistics.
Helped maximize a limited budget by focusing content on impact (ticket sales, donations, festival awareness) instead of filler posts.
Grew the festival’s newsletter list by ~30% and increased social media audiences by ~20% leading into the festival.
Delivered higher-than-average engagement on key posts (tickets, donor appeals, event highlights), driving audiences to act.
Strengthened audience trust and festival visibility through authentic use of event photos and streamlined messaging.
the work
Dale Heinen, Executive & Artistic Director, BorderLight Theatre Festival
David stepped in and took ownership of communications in a way that freed the rest of us to focus on producing the festival itself. Before, marketing tasks often got pushed aside or delayed but with David managing newsletters, social, and volunteer messaging, nothing fell through the cracks. His work kept audiences informed, volunteers organized, and the festival visible without pulling staff away from mission-critical operations.
Let’s work together
Every festival is different but the need for strong communication is the same. Tell me what you’re working on and we’ll find the right strategy.