Account management and strategy portfolio for Irene Weygandt, a marketing professional living and working in Denver, CO. This portfolio provides a small sample of specific case studies including a large, integrated marketing campaign; branding campaign; and event development, sponsorship, and execution.

1. IRENE B. WEYGANDT
marketing | portfolio

2. HELLO!
artsy
Me.
NERDY
BOLD
About me:
I wanted to be an actor when I grew up. I have a soft
heart. I was the kid who always brought home stray
animals. I am influenced by two parents who were lifelong students and educators. I believe we all have a story
to tell and contributions we want to make. That’s why
I’m a cause marketer. I prefer to use my special powers
for good.
The following is a small collection of my recent work.

3. WORK 
Opening Campaign
Integrated marketing campaign surrounding the
opening of an international fine-arts institution
dedicated to the work of the most famous artist
you’ve never heard of.
Branding
One of the oldest Shakespeare festivals in the
country, CSF needed a brand update and new look
that matched the innovative productions being
presented on stage.
Sponsorships, Partnerships, Activation
When Friday evening attendance at the Clyfford
Still Museum began to wane, a new event series
boosted attendance while reaching a new audience
and opening the door for creative partnerships.

4. CLYFFORD STILL MUSEUM
Opening Campaign

5. OVERVIEW
STRATEGY
CHALLENGE
KEY TAKEAWAY
AUDIENCE
TEAM PLAYERS
The Clyfford Still Museum opened in Denver
in November 2011 after the artist’s collection
and life’s work had been locked away for over
three decades.
Drive opening traffic and increase public
awareness of this legendary artist.
With two distinct audiences, the integrated
campaign had to resonate with both
traditional museum goers and younger art
enthusiasts while maximizing investment.
MESSAGING STRATEGY
Combine high impact placements with
clever guerilla and social media tactics to
spark conversation and drive engagement.
Clyfford Still is one of the world’s most
important and revolutionary painters-and starting November 18th, his life’s work
will be permanently displayed right here
in Denver.
Irene Weygandt, Director of Marketing
Cactus Communications, Ad Agency
Fitzgerald Petersen Communications, PR
Resnicow Schroeder Associates, National
PR
Clyfford Still is an American master, a legend, a genius and even a rebel. And his work is
some of the most original American art ever created. Yet most people don’t even know who he
is. So, let’s use our advertising to begin sharing the legend of Clyfford Still. And let’s make him
America’s next cult hero. Because in the context of his life, his ideals, and the story behind
his museum, we believe our audience will become captivated by the work and life of Clyfford
Still.

6. CREATIVE EXECUTION.

7. TACTICS: OUT-OF-HOME
ONE GIGANTIC WALL.
Utilizing our strong partnerships with Pavilions, the City and County of Denver, and
sponsors, we were able to execute a gigantic wallscape in the heart of downtown at zero outof-pocket cost. We leveraged our relationships with sponsors to underwrite the production of
the wallscape, and negotiated it’s free placement.

8. TACTICS: PRINT ADS

10. TACTICS: DIGITAL
RETARGETING ADS
FINDING EFFICIENCIES.
Utilizing behavioral and geographical retargeting, we were able to drill down to find
our target audiences online and direct them to the Museum’s website.

11. TACTICS: SOCIAL MEDIA
SOCIAL MEDIA SCAVENGER HUNT.
We printed a series of posters featuring artworks by Clyfford Still and displayed them all
over town. Each poster included a QR code. When scanned, participants were entered into a
scavenger hunt. We used our social media feeds to share clues directing scavengers to poster
locations, encouraging them to collect the entire poster series. Each time they captured a QR
code, it was automatically shared on their Facebook wall, and they were entered to win a
variety of prizes including the grand prize: a trip to San Francisco to view the Stills in the
SFMOMA collection.

13. RESULTS.
ATTENDANCE
• Surpassed attendance goal of 20,000 admissions in 3 months by 20%
(25,023)
• Presented 13 sold-out inaugural events
GOAL
Museum attendance in first 3 months:
INCREASE SOCIAL MEDIA ENGAGEMENT
• Doubled Clyfford Still Museum’s Facebook following
• Successful launch of Clyfford Still Museum’s Twitter feed
• 35% increase in Museum’s opt-in e-mail list.
INCREASE AWARENESS OF CLYFFORD STILL
• Four volumes of articles written about Clyfford Still and the Museum
within the span of 3 months including local, regional, national, and
international news.

14. COLORADO SHAKESPEARE FESTIVAL
Branding

15. OVERVIEW
STRATEGY
CHALLENGE
KEY TAKEAWAY
AUDIENCE
TEAM PLAYERS
The Colorado Shakespeare Festival is the
second-oldest Shakespeare festival in the
country and the professional theatre company
in residence at the University of Colorado,
Boulder.
Update the Festival’s branding to better align
the quality performances on stage with the
Festival’s look in the community.
Traditional theatre-goers, cultural tourists, and
CU Students.
BRANDING STRATEGY
Embrace the elements that make the
Festival unique: the historical outdoor
venue, rich community traditions, and
professional theatrical productions.
Attending the Colorado Shakespeare
Festival is a Boulder tradition. See
quality performances under the stars
in the shadow of Colorado’s majestic
Flatirons.
Irene Weygandt, Director of Marketing
BK Media Group, Graphic Design
Boulder, Colorado is known for it’s scenic beauty and quirky personality, but it’s also a great
place to see live theatre. Especially in the summer when the Colorado Shakespeare Festival
is in full swing. For over 50-years the Colorado Shakespeare Festival has been delighting
audiences with captivating performances in a magical setting unlike any other in the world.
Let’s make sure that everyone knows how special the Colorado Shakespeare Festival is by
highlighting the experience that goes with each production.

16. PROCESS.
COMMUNICATIONS AUDIT.
Conducted a comprehensive evaluation of
the Colorado Shakespeare Festival’s ability
to send, receive, and share information with
various audiences, internal and external. By
interviewing Festival stakeholders, we were able
to uncover the strengths and weaknesses in the
Festival’s current brand.
ANALYZE, EVALUATE, AND PLAN.
Following a series of surveys and interviews with organizational stakeholders and community
members, we then took a look at our existing communication vehicles.
CHANNEL &
MEDIA
AUDIENCE
HOW EFFECTIVE?
STRENGTHS/
WEAKNESSES
MESSENGER
CONTENT
TIME &
FREQUENCY
RECOMMENDATIONS

17. RESULTS.
A FRESH LOOK.
Everyone we spoke with told us
what they liked best about Colorado
Shakespeare Festival was the
experience - a picnic before the
performance and Shakespeare under
the stars. So, we gave the Festival a
modern look featuring production
and scenic photos. A new season
brochure concept allowed subscribers
to see all the productions offered
during the summer at a glance.

18. DISTILLED
Sponsorships/Partnerships/Activation

19. OVERVIEW
Friday evening attendance at the Clyfford
Still Museum was decreasing dramatically
and efforts to reach a younger audience
were turning up short.
STRATEGY
Turn a traditional museum experience into
something more social and interactive by
curating a “gateway experience.”
CHALLENGE
KEY TAKEAWAY
AUDIENCE
TEAM PLAYERS
Stimulate attendance on Friday evenings
and reach out to a new audience.
Young professionals looking for an
interesting activity to wind down the workweek.
EVENT STRATEGY
It turns out that a fine art museum is a pretty
cool place to go on a Friday night with your
friends.
Irene Weygandt, Director of Marketing
Teresa Chamberland, Director of Development
Young professionals weren’t visiting the Clyfford Still Museum on Friday evenings because
they can’t imagine themselves there. Let’s identify the type of experience they are looking for
and take some of the snobbery out of the museum-going experience.

20. RECIPE FOR INNOVATION.
1. WHAT DO THEY WANT?
We took several young professionals (aka our
friends) out for coffee to pick their brains on what
they are looking to do on a Friday evening after
work. Based on that feedback, we compiled a list
of ingredients to be included in each diSTILLed
event.
2. INGREDIENTS
•
•
•
•
•
1 part immersive.
1 part convergent.
Combine ingredients and experiment with measurments. Keep the
1 part connective.
audience actively involved in authentic ways. Program to them.
1 part inventive.
Reach out to their comfort zone. Unify your vision for the event.
Now. Be Relevent.
3. PICK A THEME
Each diSTILLed features an eclectic mix of food, drink, art, and entertainment tied together
on a loose theme.
4. PARTNER UP
For each diSTILLed, we worked to identify event partners and sponsors who would align well
with our brand, cross-promote to their audience, and help drive attendance.

21. RESULTS.
ATTENDANCE
• Significant increase in Friday evening attendance from an average of 13
visitors to 172.
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AFTER:
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DEMOGRAPHIC
• Median age of Friday visitor changed dramatically from 55+ to 35+.
REPEAT VISITATION
• 22% of attendees came to more than one diSTILLed event.
ROI
• Over 300% increase in net revenue.

22. THANK YOU.
irene.weygandt@gmail.com
linkedin.com/in/ibweygandt
303-968-7608