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IRENE B. WEYGANDT
marketing | portfolio
HELLO!

artsy

Me.

NERDY

BOLD

About me:
I wanted to be an actor when I grew up. I have a soft
heart. I was the kid who ...
WORK 
Opening Campaign
Integrated marketing campaign surrounding the
opening of an international fine-arts institu...
CLYFFORD STILL MUSEUM
Opening Campaign
OVERVIEW

STRATEGY

CHALLENGE

KEY TAKEAWAY

AUDIENCE

TEAM PLAYERS

The Clyfford Still Museum opened in Denver
in Novembe...
CREATIVE EXECUTION.
TACTICS: OUT-OF-HOME

ONE GIGANTIC WALL.

Utilizing our strong partnerships with Pavilions, the City and County of Denver,...
TACTICS: PRINT ADS
TACTICS: DIGITAL
RETARGETING ADS

FINDING EFFICIENCIES.

Utilizing behavioral and geographical retargeting, we were able t...
TACTICS: SOCIAL MEDIA

SOCIAL MEDIA SCAVENGER HUNT.

We printed a series of posters featuring artworks by Clyfford Still a...
RESULTS.
ATTENDANCE
•	 Surpassed attendance goal of 20,000 admissions in 3 months by 20%
(25,023)
•	 Presented 13 sold-out...
COLORADO SHAKESPEARE FESTIVAL
Branding
OVERVIEW

STRATEGY

CHALLENGE

KEY TAKEAWAY

AUDIENCE

TEAM PLAYERS

The Colorado Shakespeare Festival is the
second-oldes...
PROCESS.
COMMUNICATIONS AUDIT.

Conducted a comprehensive evaluation of
the Colorado Shakespeare Festival’s ability
to sen...
RESULTS.

A FRESH LOOK.

Everyone we spoke with told us
what they liked best about Colorado
Shakespeare Festival was the
e...
DISTILLED

Sponsorships/Partnerships/Activation
OVERVIEW

Friday evening attendance at the Clyfford
Still Museum was decreasing dramatically
and efforts to reach a younge...
RECIPE FOR INNOVATION.
1. WHAT DO THEY WANT?

We took several young professionals (aka our
friends) out for coffee to pick...
RESULTS.
ATTENDANCE
•	 Significant increase in Friday evening attendance from an average of 13
visitors to 172.
BEFORE:
||...
THANK YOU.
irene.weygandt@gmail.com
linkedin.com/in/ibweygandt
303-968-7608
Portfolio (account management and strategy)
Portfolio (account management and strategy)
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Portfolio (account management and strategy)

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Account management and strategy portfolio for Irene Weygandt, a marketing professional living and working in Denver, CO. This portfolio provides a small sample of specific case studies including a large, integrated marketing campaign; branding campaign; and event development, sponsorship, and execution.

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Portfolio (account management and strategy)

  1. 1. IRENE B. WEYGANDT marketing | portfolio
  2. 2. HELLO! artsy Me. NERDY BOLD About me: I wanted to be an actor when I grew up. I have a soft heart. I was the kid who always brought home stray animals. I am influenced by two parents who were lifelong students and educators. I believe we all have a story to tell and contributions we want to make. That’s why I’m a cause marketer. I prefer to use my special powers for good. The following is a small collection of my recent work.
  3. 3. WORK  Opening Campaign Integrated marketing campaign surrounding the opening of an international fine-arts institution dedicated to the work of the most famous artist you’ve never heard of. Branding One of the oldest Shakespeare festivals in the country, CSF needed a brand update and new look that matched the innovative productions being presented on stage. Sponsorships, Partnerships, Activation When Friday evening attendance at the Clyfford Still Museum began to wane, a new event series boosted attendance while reaching a new audience and opening the door for creative partnerships.
  4. 4. CLYFFORD STILL MUSEUM Opening Campaign
  5. 5. OVERVIEW STRATEGY CHALLENGE KEY TAKEAWAY AUDIENCE TEAM PLAYERS The Clyfford Still Museum opened in Denver in November 2011 after the artist’s collection and life’s work had been locked away for over three decades. Drive opening traffic and increase public awareness of this legendary artist. With two distinct audiences, the integrated campaign had to resonate with both traditional museum goers and younger art enthusiasts while maximizing investment. MESSAGING STRATEGY Combine high impact placements with clever guerilla and social media tactics to spark conversation and drive engagement. Clyfford Still is one of the world’s most important and revolutionary painters-and starting November 18th, his life’s work will be permanently displayed right here in Denver. Irene Weygandt, Director of Marketing Cactus Communications, Ad Agency Fitzgerald Petersen Communications, PR Resnicow Schroeder Associates, National PR Clyfford Still is an American master, a legend, a genius and even a rebel. And his work is some of the most original American art ever created. Yet most people don’t even know who he is. So, let’s use our advertising to begin sharing the legend of Clyfford Still. And let’s make him America’s next cult hero. Because in the context of his life, his ideals, and the story behind his museum, we believe our audience will become captivated by the work and life of Clyfford Still.
  6. 6. CREATIVE EXECUTION.
  7. 7. TACTICS: OUT-OF-HOME ONE GIGANTIC WALL. Utilizing our strong partnerships with Pavilions, the City and County of Denver, and sponsors, we were able to execute a gigantic wallscape in the heart of downtown at zero outof-pocket cost. We leveraged our relationships with sponsors to underwrite the production of the wallscape, and negotiated it’s free placement.
  8. 8. TACTICS: PRINT ADS
  9. 9. TACTICS: DIGITAL RETARGETING ADS FINDING EFFICIENCIES. Utilizing behavioral and geographical retargeting, we were able to drill down to find our target audiences online and direct them to the Museum’s website.
  10. 10. TACTICS: SOCIAL MEDIA SOCIAL MEDIA SCAVENGER HUNT. We printed a series of posters featuring artworks by Clyfford Still and displayed them all over town. Each poster included a QR code. When scanned, participants were entered into a scavenger hunt. We used our social media feeds to share clues directing scavengers to poster locations, encouraging them to collect the entire poster series. Each time they captured a QR code, it was automatically shared on their Facebook wall, and they were entered to win a variety of prizes including the grand prize: a trip to San Francisco to view the Stills in the SFMOMA collection.
  11. 11. RESULTS. ATTENDANCE • Surpassed attendance goal of 20,000 admissions in 3 months by 20% (25,023) • Presented 13 sold-out inaugural events GOAL Museum attendance in first 3 months: INCREASE SOCIAL MEDIA ENGAGEMENT • Doubled Clyfford Still Museum’s Facebook following • Successful launch of Clyfford Still Museum’s Twitter feed • 35% increase in Museum’s opt-in e-mail list. INCREASE AWARENESS OF CLYFFORD STILL • Four volumes of articles written about Clyfford Still and the Museum within the span of 3 months including local, regional, national, and international news.
  12. 12. COLORADO SHAKESPEARE FESTIVAL Branding
  13. 13. OVERVIEW STRATEGY CHALLENGE KEY TAKEAWAY AUDIENCE TEAM PLAYERS The Colorado Shakespeare Festival is the second-oldest Shakespeare festival in the country and the professional theatre company in residence at the University of Colorado, Boulder. Update the Festival’s branding to better align the quality performances on stage with the Festival’s look in the community. Traditional theatre-goers, cultural tourists, and CU Students. BRANDING STRATEGY Embrace the elements that make the Festival unique: the historical outdoor venue, rich community traditions, and professional theatrical productions. Attending the Colorado Shakespeare Festival is a Boulder tradition. See quality performances under the stars in the shadow of Colorado’s majestic Flatirons. Irene Weygandt, Director of Marketing BK Media Group, Graphic Design Boulder, Colorado is known for it’s scenic beauty and quirky personality, but it’s also a great place to see live theatre. Especially in the summer when the Colorado Shakespeare Festival is in full swing. For over 50-years the Colorado Shakespeare Festival has been delighting audiences with captivating performances in a magical setting unlike any other in the world. Let’s make sure that everyone knows how special the Colorado Shakespeare Festival is by highlighting the experience that goes with each production.
  14. 14. PROCESS. COMMUNICATIONS AUDIT. Conducted a comprehensive evaluation of the Colorado Shakespeare Festival’s ability to send, receive, and share information with various audiences, internal and external. By interviewing Festival stakeholders, we were able to uncover the strengths and weaknesses in the Festival’s current brand. ANALYZE, EVALUATE, AND PLAN. Following a series of surveys and interviews with organizational stakeholders and community members, we then took a look at our existing communication vehicles. CHANNEL & MEDIA AUDIENCE HOW EFFECTIVE? STRENGTHS/ WEAKNESSES MESSENGER CONTENT TIME & FREQUENCY RECOMMENDATIONS
  15. 15. RESULTS. A FRESH LOOK. Everyone we spoke with told us what they liked best about Colorado Shakespeare Festival was the experience - a picnic before the performance and Shakespeare under the stars. So, we gave the Festival a modern look featuring production and scenic photos. A new season brochure concept allowed subscribers to see all the productions offered during the summer at a glance.
  16. 16. DISTILLED Sponsorships/Partnerships/Activation
  17. 17. OVERVIEW Friday evening attendance at the Clyfford Still Museum was decreasing dramatically and efforts to reach a younger audience were turning up short. STRATEGY Turn a traditional museum experience into something more social and interactive by curating a “gateway experience.” CHALLENGE KEY TAKEAWAY AUDIENCE TEAM PLAYERS Stimulate attendance on Friday evenings and reach out to a new audience. Young professionals looking for an interesting activity to wind down the workweek. EVENT STRATEGY It turns out that a fine art museum is a pretty cool place to go on a Friday night with your friends. Irene Weygandt, Director of Marketing Teresa Chamberland, Director of Development Young professionals weren’t visiting the Clyfford Still Museum on Friday evenings because they can’t imagine themselves there. Let’s identify the type of experience they are looking for and take some of the snobbery out of the museum-going experience.
  18. 18. RECIPE FOR INNOVATION. 1. WHAT DO THEY WANT? We took several young professionals (aka our friends) out for coffee to pick their brains on what they are looking to do on a Friday evening after work. Based on that feedback, we compiled a list of ingredients to be included in each diSTILLed event. 2. INGREDIENTS • • • • • 1 part immersive. 1 part convergent. Combine ingredients and experiment with measurments. Keep the 1 part connective. audience actively involved in authentic ways. Program to them. 1 part inventive. Reach out to their comfort zone. Unify your vision for the event. Now. Be Relevent. 3. PICK A THEME Each diSTILLed features an eclectic mix of food, drink, art, and entertainment tied together on a loose theme. 4. PARTNER UP For each diSTILLed, we worked to identify event partners and sponsors who would align well with our brand, cross-promote to their audience, and help drive attendance.
  19. 19. RESULTS. ATTENDANCE • Significant increase in Friday evening attendance from an average of 13 visitors to 172. BEFORE: ||||| ||||| ||| AFTER: ||||| ||||| ||||| ||||| ||||| ||||| ||||| ||||| ||||| ||||| ||||| ||||| ||||| ||||| ||||| ||||| ||||| ||||| ||||| ||||| ||||| ||||| ||||| ||||| ||||| ||||| ||||| ||||| ||||| ||||| ||||| ||||| ||||| ||||| || DEMOGRAPHIC • Median age of Friday visitor changed dramatically from 55+ to 35+. REPEAT VISITATION • 22% of attendees came to more than one diSTILLed event. ROI • Over 300% increase in net revenue.
  20. 20. THANK YOU. irene.weygandt@gmail.com linkedin.com/in/ibweygandt 303-968-7608

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