Michigan Advertising & Marketing: MAMapalooza
From Marketing Club to Music Festival: Engaging Prospective Members Through Culture.
CONTEXT
As Vice President of Marketing for Michigan Advertising and Marketing, I oversee the club’s promotional efforts, branding, and communications. For the Fall 2026 semester, I wanted to pursue a marketing strategy that differentiates the club from other marketing clubs and brings MAM’s uniqueness to life, all while engaging the interest of potential new members.
PROCESS
To understand how to differentiate the club, I conducted netnography by reflecting on our club’s past themes, other clubs’ themes, and the social media content of other popular organizations and businesses on campus. Additionally, knowing our target market of creative thinkers and well-informed college students, I followed the pop-culture space and trends that resonate with this audience.
At this intersection, I narrowed down on the idea of music festivals, more specifically, this year’s success of Lollapalooza. Combining our club’s strong brand of ‘MAM’ and the culture that surrounded Lollapalooza, MAMapalooza was born.
Inspired by Lollapalooza’s visuals and incorporating the MAM brand, the following graphics and marketing materials (custom business cards and bracelets) were created to support the club’s recruitment events.
This semester, we saw one of our highest levels of new member interest (and excitement 🥳).
By the numbers
+110 Instagram
Followers
~85,000 Instagram
Page Views
350+ Responses
on Interest Form
