The Pitt
The Pitt is a high-profile cultural, music and community hub in Edinburgh, showcasing independent artists, food vendors, creatives and local businesses through large-scale markets, festivals and live music and community events, as well as being a business hub home to over 20 independent businesses.
As Marketing and Events Co-ordinator, I led integrated marketing activity across the venue’s cultural programming, supporting audience growth, community engagement and brand consistency across a complex multi-stakeholder environment.
The Challenge
The venue required a cohesive marketing strategy capable of promoting diverse events, from live music festivals and artisan markets to wellbeing programmes, while maintaining a unified brand identity across numerous partners, traders and creative collaborators.
As agreed with the marketing team, objectives included growing digital audience reach, increasing event attendance and repeat engagement, strengthening The Pitt’s position within Edinburgh’s cultural ecosystem and coordinating messaging across a large network of stakeholders.
The strategy
I implemented a community-focused marketing approach combining storytelling of the people behind the businesses, accessible content appealing to different segments of a diverse customer base, and consistent cross-channel promotion to reflect the venue’s grassroots creative identity as well as to reach event ticket sales objectives.
execution
Coordinated and executed marketing campaigns for major events and cultural programmes with 1,000+ attendees
Graphic design work
Real-time optimisation of paid ad campaigns
Produced a multi-channel content strategy spanning photography, video, creative assets and storytelling
Enforced brand consistency across resident businesses and collaborators
Built and maintained relationships with local cultural organisations and community networks
Copywriting of captions, press releases and long-form web posts
Outcome
During my employment at The Pitt, I helped increase total digital audience by 43% and achieved an average 676K monthly digital reach. I delivered many successful campaigns supporting large events and seasonal programming, resulting in revenue across the site and repeat high event attendance. I strengthened the venue’s community engagement, and elevated The Pitt’s visibility within Edinburgh’s arts and cultural landscape during a crucial period of growth.