Marketing Campaigns

Overview
Full Court Fiesta is a nonprofit cultural event that fuses sport, art, and community through a 5-on-5 full-court basketball tournament set within a historic district of Las Cruces, NM. The event brings together an eclectic mix of artistic mediums—visual art, music, and creative expression—creating a dynamic, immersive experience rooted in community connection.

Objectives

• Drive strong community participation through social media and on-site engagement

• Build a recognizable cultural brand that blends basketball and the arts

• Extend engagement beyond the event through digital platforms

Strategy & Execution
A multi-channel marketing approach was executed under tight deadlines to ensure maximum audience engagement and community turnout. Messaging emphasized inclusivity, creativity, and local culture. Digital, on-site, and experiential touchpoints were aligned to create a cohesive and energetic brand presence.

Digital Experience
A custom Full Court Fiesta mobile app, available on the App Store and Google Play, was developed to extend the experience beyond the court. The app connects a virtual community of artists and basketball enthusiasts, providing event updates, content, and interactive engagement before, during, and after the event.

Outcome
The campaign successfully met engagement goals, strengthened community connections, and positioned Full Court Fiesta as a distinctive cultural event occurring annually in Southern New Mexico.

Role:
My role as a creative was to drive the direction of the marketing campaign with planning of the entire brand, receive feed back from the marketing team and build a strong marketing campaign that connected with the southwest audience. I was responsible for brand identity creation from concept to completion including creating an identity mark/logo, developing a graphic standards manual for compatibility with all marketing avenues.