Building HubWeek 2019

I led marketing at HubWeek in a role that uniquely mixed high-level strategy and sleeves-up execution. My job description was “jump in and build this thing” — and that’s exactly what I did.

 

I led a team of designers, content creators, web developers, and consultants to:

  • Overhaul the brand from logo and visual identity through positioning.

  • Design, build, and launch a new website.

  • Create the brand’s first year-round go-to-market strategy.

  • Build and execute a marketing plan for the 2019 Fall Festival from messaging, advertising, and promotion to ticketing, communications, and email strategy.

  • Define the on-site experience across look-and-feel, signage, and collateral.

The Results

149%

Increase in Festival tickets sold year-over-year

15%

Decline in attendee flake rate year-over-year

181%

Boost in social media interactions

“Olivia is a thoughtful, strategic and collaborative Director. Olivia comes to the table with strong ideas and always with a willingness and ability to adapt and fold in the needs and ideas of others. Her marketing plans and strategies address the needs of each internal group with an expert eye to the audience. Olivia is an excellent communicator, going the extra mile to write and speak deliberately and with grace. What a joy to work with a team member who leads in her role and discipline and actively works with the whole group towards success.”

— Kait Ziskin Levesque, Director of Strategic Partnerships

Creative Direction: Olivia Loycano

On-Site Signage: Courtney Schwabe

Logo & Web Design: Adam & Co.

Promotional Graphics: Thomas Ricci