DETROIT JAZZ FESTIVAL FOUNDATION

CHALLENGE: 

The Detroit Jazz Festival Foundation produces the world renowned Detroit Jazz Festival, which has always been a major piece of Detroit’s music and jazz tapestry. Heavily supported by Detroit philanthropist Gretchen Valade, along with major companies, donors and supporters, the Festival has a strong brand awareness in the marketplace. However, the Foundation struggles with recognition of its year round activities including a robust educational program, community outreach initiatives, jam sessions and international ambassador program among others. 

SOLUTION: 

In 2019, Cadence became the point for public relations and marketing for the Detroit Jazz Festival Foundation and the Festival. Our overall strategy focused on highlighting the outreach and education programs to the core audience of supporters and media, and reinforcing ongoing relationships with our community/education partners such as the Detroit Public Schools Community District. Result included more targeted promotion and awareness of the Foundation’s year round programs and activities that culminated into the jazz festival’s most popular year ever. The festival had record attendance (more than 320K) and was featured as and recommended alternative to the New Orleans Jazz Festival.