MARKETING PLAN
The Project
III Points is a 2 day, multi-genre festival in Miami. It’s the greatest boutique festival in the United States.
Boasting a unique and robust lineup of over 150 artists, traversing dozens of genres from leftfield electronic, to baile funk, to shoegaze, and beyond across 11 meticulously curated stages, III Points is an ambitious undertaking to say the least. The 2025 edition of the festival was led by Dom Dolla, Turnstile, Peggy Gou, Michael Bibi, and more with an impressive, tastemaker-driven undercard, and talented Miami-based artists comprising over 60% of the rest of the lineup.
This was my fourth year leading the marketing campaign for the festival, and it was our greatest success to-date. Our campaign was structured around 4 key pillars:
Developing intentional, striking, stop-in-your-tracks artwork and creative that looks unlike the work of competitive promoters.
Roll out information to our audience in a strategic flow; starting broad and general, then getting increasingly more specific over time.
Bolster and elucidate the curation of the festival, providing weeklong campaigns that are dedicated to individual stages across our managed channels.
Story-tell and share the ‘lore’ of III Points, providing a window into the festival’s humble beginnings and passionate driving force.
The Role: Marketing Director
Established the marketing strategy and led a cross-functional team across digital advertising, social media, OOH, third party endemic channels, and artist platforms to build brand equity and achieve a sellout.
Act as the liaison and designated point-person to facilitate the marketing rollout between Insomniac’s LA based team and Club Space’s Miami-based team.
The Results
Sold Out III Points 2025 (+18% vs YP); this was the third sellout in the festival’s history (the 2 prior also being under my leadership in 2023 and 2024).
Grew Instagram Following by 15% (+50% growth vs YP).
Sold over 12K Satellite Party (pre + afterparties at Club Space and affiliated venues) Tickets (+20% vs. YP)
Deployed content creators, leading to tens of thousands of incremental views on third party channels.
Though this can’t be quantified, III Points dominated the conversation throughout the month of October; it was inescapable on social, in ads, and in conversation. If you lived in Miami and hadn’t heard of the festival or known someone who was going, then you were an anomaly.
