Make Music San Jose Campaign

Role: Lead Campaign Operations & Content Strategist
Agency: Zooka Creative
Client: City of San Jose
Channels: Web, Social, Paid Media, Event Platforms, Spotify, Local Print

Project Overview

Make Music San Jose is an annual citywide celebration held in June, connecting local musicians, venues, and diverse neighborhoods through free live music performances. The campaign objectives were to increase citywide awareness, support performer and venue participation, and drive event discovery, ticket claims, and attendance.

The strategy combined localized social targeting, paid media, audio advertising, event-platform management, and ongoing campaign optimization to reach audiences throughout San Jose.

Contributions

• Campaign Planning & Messaging Strategy

  • Developed the multi-channel promotion schedule and defined audience segments across musicians, venues, and event attendees.

  • Developed targeted messaging frameworks designed to drive action across social channels, paid search, and digital ticketing platforms.

• Multi-Channel Campaign Execution

  • Coordinated asset rollouts across social media, Meta Ads, Google Display, Spotify audio, and local print placements.

  • Managed local influencer collaborations, overseeing talent selection, contract agreements, and content deliverables.

  • Managed event-platform listings across Eventbrite and Facebook Events, ensuring accurate schedules and timely publishing.

• Performance Optimization & Reporting

  • Monitored campaign performance through Meta Ads Manager and GA4, adjusting paid media allocation based on performance to support ticket conversions.

  • Delivered post-event reporting analyzing acquisition costs, channel performance, and recommendations for future campaigns.