Market Strategy, Experience Design & Engagement Consulting

FPC Live

Background:

Founded in 1964 in Madison, WI, Frank Productions started as a family-run, full service concert promotion company. Over the next five decades, they have become one of the largest concert promoters in the United States without losing sight of their family roots.

In 2017, Frank Productions Concerts merged with Majestic Live to create a new team with offices in Wisconsin and Missouri. Today, FPC Live continues its successful growth and offers executive management, administration, accounting, contract oversight, sales, box office and back-of-house support to their two national brands.

Engagement Needs:

At the time that Frank Productions Concerts approached NEWaukee, they were planning to open two new concert venues in Downtown Milwaukee’s Deer District and were looking to generate grassroots advocacy for the project from supporters in the community.

Key Insights:

NEWaukee met weekly with the FPC Live team, including the President, CEO, VP of Marketing, Director of Development and more, over an 8-month period while they prepared for the development of the venues.

Key insights included:

• The venues would host shows for 400 to 4000 fans – and FPC Live wanted to emphasize that Milwaukee fans deserve more music options
• The venues would operate year-round and host an estimated 135+ events per year
• All genres of music and performers at every level would be featured, including local, emerging and established talent (as well as community events such as corporate meetings and weddings)
• FPC Live was facing opposition in certain pockets of the community, along with skepticism and misinformation about who they were as a company
• Milwaukee Common Council members were looking to hear from supporters of the project
• The plan for the venues needed approval by the Milwaukee Plan Commission, the Milwaukee Zoning, Neighborhoods and Development Committee, and the Milwaukee Common Council

Here’s What Working with NEWaukee Can Do:

NEWaukee created custom team spotlight videos, graphics, social media posts, and written content assets for FPC Live to roll out on their channels. These assets received thousands of engagements and impressions. At the same time, NEWaukee was able to facilitate community support of the proposed venues with an advocacy campaign that saw over one hundred emails sent to local alderpeople in support of the project.

In addition to creating content for social media advertising, NEWaukee also hosted an event with FPC Live for the Milwaukee urbanism group, ‘Urban Spaceship’, and created supplementary support materials such as testimonials and a Milwaukee Business Journal Op-Ed piece.

Results:

Supporting a New Music Venue

• 117 advocate contacts sent over 200 emails to the Milwaukee Common Council within 3 weeks
• 115 attendees heard more about the proposed venues at a NEWaukee-hosted event
• Campaign received 370k+ impressions on social media
• Secured unanimous Common Council approval for project

Make NEW Possible

Talk to Angela to get started: angela@newaukee.com