Challenge
The Indianapolis Jazz Foundation, home to Indy Jazz Fest, needed a creative partner to reinvigorate its brand identity, expand audience engagement, and drive revenue across donations, sponsorships, and ticket sales. While the organization had a rich legacy, it lacked cohesive year-round marketing, consistent social presence, and clear audience targeting. The festival’s digital presence felt underutilized, and there was a growing need to modernize communications, unify platforms, and amplify the mission of jazz education, cultural heritage, and community impact.
Our Approach
FG Studios became the agency of record for IJF in 2023, delivering strategy, creative, and execution across every channel. We:Redefined IJF’s digital voice, modernizing its tone to appeal to intergenerational jazz fans and cultural audiences.Built and executed a year-round marketing calendar, mapping content to education, heritage, performance, and donor engagement.Developed dynamic campaigns for major events like Indy Jazz Fest, the Sunset Series, and Grand Finale at Everwise
Amphitheater.Created optimized email marketing flows with segment-specific CTAs for fans, donors, and new audiences.Produced branded graphics, social reels, and videos tailored to performers, venues, and community activations.Elevated the online donation and sponsorship experience, including visuals, copy, and UX.Unified IJF’s festival and foundation messaging under the umbrella pillars: Jazz. Culture. Community.
Services Delivered
| Category | Details |
|---|---|
| Brand Strategy | Brand tone + Messaging pillars + Donor/sponsor personas |
| Digital Marketing | Full content calendar, segmentation, ad buys, reporting |
| Email Campaigns | Weekly campaigns + donation pushes + VIP events + show announcements |
| Social Media | Reels, stories, post copy, influencer strategy, team oversight |
| Creative Direction | Custom graphics, animated ads, flyers, video editing, reel formatting |
| Web & UX | Site cleanup, landing page optimization, mobile experience updates |
| Print & Onsite | Step & repeats, badges, signage, banners, maps, menus |
| Production Coordination | Photo/video coverage with shooters and editors across 10+ events |
Results
- 2.4x increase in online engagement during the 2024 festival season.
- 30% average open rate on segmented Mailchimp email campaigns.
- Highest-ever ticket sales for multi-day events at The Jazz Kitchen and Everwise Amphitheater.
- Over 60 reels and assets created across Meta platforms with consistent branding.
- Successful cross-promotion partnerships with Penrod Arts Fair, Butler Arts, and Schrott Center.
- Elevated public perception of IJF as a cultural force in the Midwest.
- Exceeded $25K goal in matching donation campaign in less than 6 weeks.
- Built a replicable blueprint for year-round arts marketing in the nonprofit sector.
Why It Matters
Our work with IJF demonstrates FG Studios’ ability to merge cultural heritage with modern digital strategy, empowering a legacy arts nonprofit to compete with national festivals and connect meaningfully with new and existing audiences. From artist management to press coordination, donor communications to social content, FG Studios handled every moving piece — delivering measurable growth, brand elevation, and lasting community impact.
Looking to revitalize your cultural brand?
Let’s build something unforgettable together.
