Make Music San Jose Campaign

A multi-channel campaign driving awareness and attendance for a citywide music event.

Led an integrated multi-channel marketing campaign to promote Make Music San Jose, driving over 1,300 ticket sales, 16.6K+ page visits, and a 622% YoY surge in event RSVPs.

Role: Lead Campaign Operations & Content Strategist

Agency: Zooka Creative (Client: City of San Jose)

Channels: Web, Social, Paid Media (Meta/Google), Event Platforms, Spotify, Local Print

Key Impact: 1,319 Tickets Sold | 16.6K+ Web Visits | +622% YoY Event Responses

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 primary campaign objectives were to elevate citywide awareness, streamline performer and venue registration, and drive ticket conversions and day-of attendance.

The strategy centered on an integrated digital and community-driven approach—combining localized social targeting, audio ads, event discovery platform management, and real-time campaign optimizations.

Key Results

1,319 tickets sold
628 Facebook event responses (+622% YoY surge in engagement)
16.6K+ unique page visits
549 total orders generated
450+ new social followers acquired

Contributions

Campaign Planning & Messaging Strategy
- Designed the overarching multi-channel promotion schedule, defining audience segments across musicians, venues, and attendees.
- Authored targeted messaging frameworks designed to drive action across social channels, paid search, and digital ticketing platforms.
Multi-Channel Creative Operations & Media Management
- Orchestrated end-to-end asset rollouts across social media, Meta Ads, Google Display, Spotify audio scripts, and local print placements.
- Managed local influencer collaborations, overseeing talent selection, contract agreements, and content deliverables.
- Oversaw event platform listings (Eventbrite/Facebook Events), ensuring accurate schedule publishing and seamless discovery.
Performance Analytics & Campaign Optimization
- Monitored live campaign performance across Meta Ads Manager and GA4, reallocating budget to maximize ticket conversions.
- Delivered post-event executive reporting detailing acquisition costs, channel ROI, and actionable future recommendations.

Campaign Highlights

Seamless Event Discovery: Connected musicians and venue hosts through a streamlined digital platform and interactive event maps.
Multi-Touchpoint Promotion: Reached local audiences across digital, audio (Spotify), print, and event discovery networks.
High-Intent Engagement: Drove targeted local awareness that resulted in a 622% YoY jump in social event RSVPs.