Ferndale Pride
01 — About the Client
Ferndale Pride is one of the largest and most well-known LGBTQIA+ events in Michigan and was even rated as one of the “Best of the Best Events in Detroit” by the Detroit Free Press.
Ferndale Pride’s mission is to offer a safe space for people within the queer community and beyond by celebrating all things kindness, compassion, and inclusivity.
In the 13 years since its conception, Ferndale Pride has raised more than $325,000 in donations for LGBTQIA+ charities within Michigan and beyond.
02 — Locate the Pain Points
After the lockdowns during the COVID pandemic, awareness surrounding Pride-centric events dwindled, leaving the Ferndale Pride team worried that they would be unable to sign up the number of sponsors, vendors, and volunteers needed to host the festival.
More than that, they doubted if general attendance would ever return to what is was pre-pandemic.
03 — Let the True Colors Show
After an in-depth assessment of their internal marketing efforts, it became clear that we could lend a hand in broadening awareness and expanding their current reach using opt-in marketing campaigns.
Rather than just blasting the community with newsletters promoting the annual Pride festival, we are maintaining an ongoing stream of informative campaigns to encourage engagement at other, smaller events supporting Ferndale Pride.
Ferndale Pride 2022 was the biggest and most successful event in the organization's history.
More than 30k people attended the festival (record-breaking numbers), including appearances by Michigan Governor Gretchen Whitmer and Michigan Attorney General Dana Nessel.
Ferndale Pride has doubled down on its efforts for inclusivity and a more just world, increasing the number of outreach programs that are actively fighting against anti-trans and anti-LGBTQIA+ legislation.
+41%
increase in event volunteers
+26%
increase in event attendees
+56.7%
increase of email clicks