Music Unlimited ATL
Atlanta, GA
Branding
Website Design
Copywriting
Photography
Graphic Design
Experiential Marketing
Social Media Management
Search Engine Optimization
B R I E F
Get music enthusiasts
Who are interested in developing improvisational and self-driven music skills
To join the membership program, shop Musicards, attend group lessons, and book 1-on-1 coaching sessions
By creating a learning community, and communicating the brand’s fun, free play personality
The idea
Music Unlimited's program takes tools and practices from play-based and self-directed schools, networks, and communities. It focuses on fostering these skills towards building music practice habits.
The goal was challenging: shift the paradigm of traditional music learning where students receive lessons and instructions guided by a teacher and encourage people to join a program where exploration and mentorship-based learning is the main source of learning.
Experiential marketing was a crucial component in advertising efforts for this brand. I designed a website that provided a wide array of information about the method and created a series of events and in-person meetups where the brand could interact directly with its consumers. This led to increased sales of the game Musicards™ and the booking of mentoring sessions.
My role:
Designed and implemented brand identity, brand voice, and personality.
Copywriting for website, social media, marketing materials, and video scripts.
Creating user personas to create various touch points based on each audience’s insights.
Writing and designing marketing materials to improve outreach and student engagement.
Organizing and leading marketing and educational events.
Identifying critical stories for content creation and experiential marketing initiatives.
Writing and creating a SEO-driven website that resulted in a 70% increase in workshop leads and a 48% increase in performance bookings.
Assisting with creating program experiences.
Producing, shooting, editing, and publishing video and written tutorials, for educational and content-marketing purposes, increasing sales of Musicards™.
Through weekly meetups, and monthly music jams, we were able to nurture a vibrant community of local musicians. Successfully increasing sales, bookings, and recurring event attendance.
