Pickathon 2025
Client
Pickathon
Role
Senior Strategist and Copywriter
Agency
SW Agency
Media
Newsletter, Social Media (Instagram, TikTok, X, Facebook), Pop-up Shop.
Problem:
Up until now, Pickathon’s brand equity has been built on word of mouth. Older fans are engaged with the brand on social media, but Pickathon struggles to speak to a younger crowd. Because of rising costs, for Pickathon to continue providing the same high-quality and unique experience fans love, they need to boost ticket sales and attract new attendees.
Insights:
Missing out hurts more than spending the money to be there. Show that Pickathon 2025 is the FOMO event of summer.
Young music fans don’t just want to go to a festival; they want to be the first to discover it.
Ask:
Manage a 38.5k followed social media account.
Develop a pop-up event at Portland State University. The goal is to raise awareness among college students.
Create two newsletters and blog posts a week.
Check out the copy for the Pickthon Newsletter
Request from Pickathon: Make it weird and friendly. Keep our brand in mind.
All emails are sent and made in Mailchimp, so enjoy these PDFs.
Social Media Time!
Check out the captions I wrote!
PSU Pop-Up!
The Lil’ Pickathon pop-up was designed to build awareness among younger, college-aged audiences. We created a temporary pop-up store inside the Portland State University Business Building and ran it for two weeks. Every Friday, we hosted live performances from Portland-based artists to bring the college community together. At a commuter school, the lack of connection is obvious—so these performances became a space where students, faculty, and Portlanders could gather.
The pop-up featured past Pickathon posters, CDs, vinyl, sweatshirts, T-shirts, and more merch—and we even turned a profit.
Check out one of the live performances and a look at the pop-up space.
One Last Thing…
As Senior Strategist, I took all my research and developed a comprehensive white paper focused on helping Pickathon better connect with Gen Z’s festival culture. The paper explores how festivals have historically struggled with safety—and how those experiences have shaped Gen Z’s attendance patterns.
I dive deep into festival history, audience demographics, current social media trends, competitor strategies, and more. The goal: to show how Pickathon can meet Gen Z where they are, build trust, and create a festival experience that feels safe, inviting, and culturally relevant.