Apollo 18 Group

Debut Event Campaign

APOLLO 18 is an experiential events group dedicated to creating a distinctive, interactive social experience that challenges traditional event norms, focusing on community engagement and emotional connections in New York City. 

With a target audience of mid-twenties young professionals in the artsy/hipster community, the brand emphasizes authenticity, vibrant music, and a sense of unity. 

The company’s vision is to evolve with its audience, driving revenue to support future events and collaborations, all while offering a unique social alternative in an engaging and aesthetically aligned way.

Launching in 2024, APOLLO 18 sought my marketing support to develop their branding and strategically launch their industry presence through use of content production, social media and digital marketing tactics. 

Brand Vision & Purpose: 

Provide a distinct and interactive social alternative, fostering community engagement to create a cohesive and engaging online presence and drive revenue to support future initiatives

Brand Goals: 

Establish the company's branding ethos and pathos; their brand's substance, position and expression. Through 1-on-1 work, collaborate with the client to establish their brand's mission, vision, objectives, branding (logos, aesthetic, digital persona, etc.) and industry presence through digital marketing strategies.  

Event Goals: 

The primary goals are to raise revenue, break even at each event, and fund future performances, ultimately attracting bigger artists. The audience focus is on captivating admired artists and attendees with unique, repeatable experiences that encourage collaboration and partnerships in NYC. Reputation-wise, the aim is to establish the company as a memorable, reputable brand, recognized for delivering a unique and exciting alternative for social outings, while challenging expectations and building connections.

Campaign Mission: 

Utilize social media and marketing to effectively promote events, emphasizing alignment with brand identity, marketing goals, and desired perception. Marketing efforts should emphasize the emotional connection and shared interest of the brand and its audience through sustained social media and marketing efforts. The goal is not only to connect people to the cause but also to drive revenue supporting ongoing events and partnerships, challenging the traditional norms of event success.

Brand Strategy: 

I led multiple workshops that guided the client through the brand development process that included defining the company's substance (mission, vision, their 'why?'), position (audience, industry placement, competitors) and their expression (logos, brand personality, messaging).

Digital Marketing Strategy: 

Leverage Instagram to promote events with engaging content, including weekly playlists and exclusive details for Close Friends, while utilizing LinkedIn to showcase professional growth and attract partnerships. On YouTube, feature event recaps and behind-the-scenes footage to visually capture the experience. A one-pager website will serve as a hub for event info, social links, and music playlists. Use email marketing to send personalized updates and early-bird offers. Encourage word-of-mouth by motivating attendees to bring friends, and explore event promotion via the Dice app. Lastly, implement guerrilla marketing tactics and run targeted sponsored ads, especially during the week of the event, utilizing Google’s ad credit offer for additional reach.

Over 120 guests attended APOLLO 18 Group's launch event in July 2024.

Moving forward, APOLLO 18 will continue developing their social media following to foster a loyal following and further support growing numbers in event attendance.

To keep up with their next steps, view their Instagram here.