New Atlanta
Workshop.

Launching a free fundraiser and arts showcase designed to give artists and businesses east of Atlanta a platform.

01 · Overview

A new platform for the Eastside.

Regions east of Atlanta have long been short on art centers and event spaces, which makes it harder for local artists and businesses to get noticed. Katrina Jarrell, a Stone Mountain native and community activist, created the New Atlanta Workshop to change that, a free two-part fundraiser and arts showcase built around the theme Do It for the Culture. I supported the digital strategy behind it.

CULTURENew Atlanta Workshop

The I.D.E.A. Framework

How it came together.

Identify the Problem

This was a brand-new event with no built-in audience, which meant we had to introduce it, attract vendors and attendees, and make giving as simple as possible, all at the same time.

Determine the Solution

We built a multi-platform approach centered on Facebook and Instagram, and brought in local leaders, businesspeople, and community figures to lend credibility and extend reach. We also focused on keeping the donation process simple across whatever channel someone wanted to give through.

Social Reach

Introduce the event through Facebook and Instagram.

Local Credibility

Activate leaders and community figures as trusted voices.

Simple Giving

Remove friction across every donation channel.

Execute the Strategy

We ran a cultural awareness campaign across social platforms, worked to secure up to 20 vendor and artist sign-ups, and coordinated with local leaders to help spread the word and draw a crowd.

Event video

New Atlanta Workshop

New Atlanta Workshop artists and vendors

Analyze the Results

The event generated over $659 through a mix of in-person and online donations, well past the $500 goal. It secured participation from 10+ vendors and 14+ musical acts, and drew a crowd of over 40 attendees along with additional views online.

The Outcome

A new event with real community momentum.

$659+Raised online and in person

10+Participating vendors

14+Musical acts

40+In-person attendees

Conclusion

The audience was
already there.

A strategic, community-rooted approach can launch a brand-new event and still build something people show up for. The New Atlanta Workshop proved there was an audience for arts and culture on the Eastside all along, it just needed a platform.

Next case study: Giving Tuesday →

New AtlantaWorkshop.