Can a single event achieve multiple goals?
If the planning is strategic and the goals are clear, then the answer is a definite “Yes,” as proven by the Willamalane Park and Recreation District in Springfield, Ore.
The program was ramping up classes and programs for adults ages 18-49 and wanted to increase awareness for all of the new classes – the program premiered 80 new classes for that segment in its Fall 2016 brochure, the same brochure that promoted Tap & Taste. And, because the program serves as a champion of the community, leaders of the Willamalane Park and Recreation District also had set the goals of boosting civic pride and advancing the downtown revitalization efforts.
With these outcomes in mind, Willamalane launched a new special event, Tap & Taste, in August 2016. Tickets for the event were $15 in advance and $20 at the gate
Tap & Taste featured live music, local breweries and small bites from area restaurants. The beer and food celebration brought together the program, dozens of area vendors and more than 700 area residents who got to learn about Willamalane’s offerings while enjoying a new special event.
The event also served as the launch site for a new Springfield Proud social media campaign which invites community members to be part of a conversation about what makes Springfield a great place to live, furthering Willamalane’s efforts to boost civic pride and downtown revitalization efforts.
The premier Tap & Taste event featured a Springfield Proud mural by a local artist and invited attendees to “tag” the mural by writing their Springfield Proud moments on cards that were then attached to the artwork. Attendees were also encouraged to take selfies with the mural and post them using #SpringfieldProud. People who participated in the social media campaign were rewarded with Springfield Proud swag.
People are still using the hashtag and interest for the 2017 event has already generated more interest from vendors and the community.
The event was so successful thanks in part to Willamalane’s integrated marketing approach which you can read about here.
Tap & Taste helped Willamalane reach all of the goals the program leaders set and the event is only expected to grow in years to come.