Campaigns | Margaret Parker

Spoleto Festival USA

Key Skills: Digital & Influencer Marketing, Video Editing

The Challenge

Position Spoleto Festival USA as the defining experience of Charleston in the springtime, not just a seasonal arts event.

The Solution

Turned professional festival photography into engaging Instagram Reels.
Partnered with local Charleston businesses to create custom, Charleston-inspired merch.
Launched Spoleto’s first PR box with local influencers.
Ran out-of-home advertising with College of Charleston and Charleston Bike Taxi.

The Results = Growth

17%

online audience growth

70%

increase user engagement

influencers activated

Elf on Broadway — Blumenthal Arts

Key Skills: Digital Marketing & Partnership Coordination

The Challenge

Elf on Broadway is typically marketed as a pre-Christmas show, but in Charlotte the tour arrived just after the holiday season. Our goal was to position the show as a Christmas gift through heartwarming activations and getting people excited to visit Uptown Charlotte.

The Solution

Partnered with Lights The Knights for shared holiday advertising exposure.
Launched the “Unwrap the Holidays” digital campaign.
Created Buddy the Elf character content around Uptown Charlotte.
Coordinated Levine Children’s Hospital visits with WSOC coverage.

The Results = Reach

News stations covered

New business partnerships

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Pre-holiday ticket sales

Some Like It Hot - Blumenthal Arts

Key Skills: Press Coordination, Partnership Development & Event

The Challenge

Unlike most shows that pass through Charlotte, Some Like It Hot had limited brand recognition, we needed to introduce the show to new audiences and build excitement from the ground up.

The Solution

Highlighted the shows lead as a Charlotte native to create a compelling local narrative and strengthen audience connection.
Partnered with local bars to launch specialty Prohibition-inspired cocktails tied to the show’s branding with custom ticket discounts.
Hosted a Prohibition-style preshow event for the Club Blume social group, offering an immersive social experience for young theatergoers.

The Results = Buzz

New business partnerships

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Group ticket sales

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Clum Blume memberships

F.A.R.M. Cafe — Appalachian State

Key Skills: Strategy, Research & Planning

The Challenge

F.A.R.M. Cafe had high brand visability but many people only saw it as a place to volunteer, not a welcoming dining option or community hub. We knew we needed to transform volunteers into brand ambassadors through word-of-mouth marketing.

The Solution

Create a volunteer training video to better communicate the mission and prepare volunteers for their roles.
Spark online conversation on social media through engaging prompts to inspire volunteers to tell their own stories.

The Results = Community

15%

Increase in volunteer retention rates

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Engagement on Insta and FB