Folkways

About the Client

Folkways is a nonprofit organization that creates experiences where everyone feels a sense of belonging. Through beloved programs like Red River Market, Night Bazaar, and Christkindlmarkt, Folkways transforms public spaces into vibrant, inclusive community hubs, drawing thousands of attendees to each event.

Scope of Work

Brand Strategy & Messaging

• Partnered closely with leadership to grow and define Folkways' brand messaging and visual identity, shaping a cohesive, welcoming image across all programs.

Expanded Marketing Initiatives

• Led the expansion into public relations outreach, paid media placements, and the development of new marketing materials to broaden audience reach and increase event awareness.

Social Media Strategy & Management

• Designed and executed targeted social media campaigns to showcase each event, driving engagement and attendance.

• Developed content calendars, coordinated influencer collaborations, and produced high-impact visual assets.

Email Marketing

• Helped grow the newsletter audience significantly while attaining an impressive 35% average open rate, far exceeding industry benchmarks.

Retail & Merchandising Strategy

• Grew the Red River Market merchandising program by developing new branded materials, improving retail display designs, and refining sales strategies to boost on-site revenue.

Photography & Visual Content Creation

• Produced compelling photography collections that visually captured the spirit and vibrancy of Folkways’ community-driven events.