Market Research

We are Summerfolk, an annual Music & Crafts Festival held on the shores of the Georgian Bay. We are celebrating 50 years this Aug 15-17, 2025, and we want to better understand our target market and the overall market, so we can uniquely position ourselves within our community. We would like to collaborate with students to conduct market research. This will involve several different steps for the students, including: Familiarizing themselves with our Festival and presenting organization's values, products and services. Researching our target market and market potential. Researching the industry and competitive landscape. Recommending strategies to improve our positioning, brand, products and services. Bonus steps in the process would also include: Recommending strategies to differentiate ourselves from our competition.

Summerfolk SEO and Social Media Strategy

Our team is looking to take our social media presence to the next level in order to drive traffic to our pages. To do this, we hope to improve our search engine optimization, and create an optimal schedule for our social media posts to be uploaded. This will involve several different steps for the students, including: Researching keywords to determine the most relevant terms that our customers search for. Researching Search Engine Optimization requirements for us to rank on the first page of Google. Constructing a content calendar to upload social media content for the maximum possible traffic . Creating social media content using the most efficient keywords for our target audience while following the content calendar. Bonus steps in the process would also include: Using our company’s social media analytics to tailor the content calendar to our customers activity, rather than general trends

Summerfolk Social Media Marketing Campaign

Our Festival advertises online. We hope to revamp our social media marketing to attract more customers. We would like to work with students to design a new/updated social media marketing campaign for our company. This will involve several different steps for the students, including: Familiarizing themselves with our company’s products, social media campaign goals and target market. Identifying social media channels and strategies suitable for our company. Planning types of campaign content to create for each channel. Identifying metrics to monitor throughout the campaign. Creating a social media content calendar that outlines important steps in the campaign. Bonus steps in the process would also include: Recommending social media management tools to schedule our content.