Digital Strategy for the Panama Jazz Festival
**The Challenge:** The primary goal for the Panama Jazz Festival in 2020 was to boost ticket sales, especially during the pre-sale period and prior to the event, while keeping the festival prominent in Panama's cultural landscape.
**The Solution:** The strategic plan incorporated an analysis of the festival's website, social media, digital presence, and target audience. Work commenced in September 2019, starting with information collection for the strategic plan. This was followed by executing various initiatives, primarily through digital marketing campaigns on Google Ads, Facebook, and Instagram. Additionally, the database was refined, and email marketing campaigns were initiated. Social media strategies were established, encompassing content creation, contests, hashtags, and more. Search engine optimization (SEO) strategies were also developed to enhance online visibility.
**The Results:** Out of the five concerts held, three reached "sold out" status, including the Gala and performances on Thursday and Friday at the Teatro Ateneo. Ticket sales saw a 48% revenue increase compared to 2019. In total, 32,613 attendees participated in all festival events (clinics, symposiums, and concerts) in 2020, representing an increase of 2,293 participants from the previous year.