event marketing
Event marketing for Bam Bam: The Sister Nancy Movie TIFF film premiere & reception
Crafted and executed a targeted email marketing campaign to promote the Toronto premiere of Bam Bam: The Sister Nancy Story in collaboration with TIFF and OYA Black Arts Coalition. Also managed digital communications for OBAC’s invite-only afterparty, Black Film Lime, ensuring high guest turnout and engagement.
Timeline
From strategy to execution in 5 weeks while working with multiple projects at the same time
Background
This campaign supported a culturally significant event celebrating the legacy of Sister Nancy, Jamaica’s first female dancehall DJ. OBAC, in partnership with TIFF, hosted the film’s premiere followed by an exclusive afterparty that spotlighted Black creatives in film, media, and music. I was responsible for spearheading the full funnel of email marketing—from strategy and segmentation to execution and analytics—targeting OBAC’s community, partners, and supporters. The email marketing efforts aimed to drive high-profile RSVPs, build anticipation, and strengthen OBAC’s positioning as a cultural leader.
This category details the step-by-step approach taken during the project, including research, planning, design, development, testing, and optimization phases.
Campaign Strategy & Audience Segmentation
Developed a multi-email campaign strategy targeting OBAC’s segmented audiences: general supporters, donors, program alumni, and media industry insiders. Ensured messaging and tone matched each group’s engagement level and interests.
Email Design & Copywriting
Designed and wrote visually compelling, mobile-optimized emails using clear CTAs and timely event updates. Ensured branding remained consistent with OBAC and TIFF guidelines.
RSVP Funnel Optimization
Integrated RSVP forms with automation to confirm attendance and send follow-up reminders. Personalized reminder sequences to boost attendance and reduce drop-offs.
Post-Event Follow-Up & Analytics
Created post-event recap emails with highlights and links to OBAC’s coverage. Tracked open rates, click-throughs, and conversion metrics to evaluate impact and guide future event communications.
66% Open Rate Across Campaign
Exceeding industry benchmarks, the campaign’s personalized subject lines and targeted lists delivered a 66% open rate, signalling high engagement and audience interest.
Over 200 Confirmed RSVPs for Premiere & Afterparty
Email funnel and reminder system ensured strong turnout, including industry stakeholders, creatives, influencers, and community leaders.
10% Growth in Newsletter Subscribers
Campaign momentum led to increased visibility for OBAC, drawing in new subscribers through event buzz and referral sharing.