Unified Marketing with a People-Centered Approach with Spirit & Place
Strategic Planning • Paid Digital • Social Media • Earned Media • Creative Development
Spirit & place
25 years ago, Spirit & Place emerged as a festival from the Project on Religion and Urban Culture, an initiative of The Polis Center at IUPUI.
Today, Spirit & Place still believes in the power of the arts, humanities, and religion to strengthen and build community, foster deeper connections, and heal the world around us.
Taking a people-centered approach, they invest time into building authentic relationships and co-create year-round programming and capacity-building opportunities that address and reflect community needs and values. These efforts culminate in an annual Festival in the fall, with a different overall theme every year.
BACKGROUND
Housed in the IU School of Liberal Arts at IUPUI
Self-funded, radically unique platform based on an ethos of fairness, hospitality, and equity.
Spirit & Place was one of my first clients as an independent contractor twenty years ago. I have served on the Advisory Council, and even chaired it. Now, I am proud that Bohlsen Group continues to grow with such a unique and important organization in the Indianapolis community that creates a safe space for difficult and invigorating conversations.
Vicki Bohlsen,
Founder and President, Bohlsen Group
BOHLSEN GROUP CREATES A UNIFIED MARKETING STRATEGY FOR 25TH ANNIVERSARY YEAR
Bohlsen Group approached Spirit & Place prior to the 25th anniversary year with some critical thinking and sound advice: they wanted to create a unified marketing campaign approach, not just handle earned media as they had for so many years.
Bohlsen Group explained that they would stay within the allotted budget, but just tweak deliverables to be able to include organic social and paid digital to the mix. Explaining that they felt they could increase engagement and increase brand awareness, Spirit & Place agreed.
With so many events as part of the Festival, Bohlsen Group had to create more than 30 separate campaigns for paid digital. Also over the course of the year, Bohlsen Group helped to post over 150 organic social media posts.
Results
Drove over 2,000 organic social media engagements leading to a 5.56% engagement rate across Facebook and Instagram.
Paid digital ran efficiently across platforms garnering over 7.5 million impressions and kept under a $.25 cost-per-click which is below industry benchmarks.
Earned media efforts led to over 1.3 million impressions.