Soulseer Falconry

Campaigns, Print & Events

Five coordinated campaigns built to grow attendance, reach new audiences, including schools and families, and keep past visitors coming back.

Collaborating with my "feathered co-workers" (the stars of the show) and the dedicated human team added a fun and memorable twist to the work.

WHAT I BUILT

Social · Email · Print · Signage · Events · Retargeting

INDUSTRY

Experiential Education · Ecotourism

AUDIENCES

General public · Families & parents · Schools & field trips

One experience. Five campaigns. Each one is doing a different job.

Falconry offers a one-of-a-kind educational experience with live birds of prey, hands-on encounters, and programming that works for curious adults, families with kids, and school groups alike.

My role was to build a full campaign system that introduced the brand to new audiences, drove bookings, showed up at the right events, and kept past visitors engaged.

Campaigns, each with a distinct goal, audience, and channel mix

Highest

Conversion rate came from the county fair, in-person engagement & retargeting won every time

Schools

Identified as the most underserved and highest-potential audience for growth

Campaign 1- "Meet the Fam"

Goal: Brand awareness

Audience: General public, first-time discoverers

Led with the most compelling asset available: the birds. Shareable, visually striking social content designed to get new eyes on the brand and get people tagging friends. KPIs: reach, impressions, video views.

Campaign 2- "Feathers in Focus"

Goal: Drive event bookings | Audience: Warm followers and email list

Shifted from awareness to conversion & targeting people who had engaged but not yet booked. Coordinated social and email push with click-through rate, open rate, and booking conversion as the measures of success.

Campaign 3- "Birdie Basics"

Goal: Family packages + school & field trip bookings / Audience: Parents, teachers, and school group coordinators

The most strategic campaign, and the most underdeveloped audience. Falconry connects directly to school curriculum: biology, ecology, history, and wildlife conservation. Campaign 3 spoke to teachers and parents with purpose-built messaging and print materials designed for school outreach. Group booking was treated as its own conversion path and not an afterthought.

Campaign 4- "Fair Feathered Friends"

Goal: In-person engagement + lead capture / Audience: County fair attendees & local community

The highest-converting campaign of all five. A full event setup: large-format directional signage, informational booth panels, branded on-site materials, and a pre-fair social and email push that brought the existing audience to the booth. The fair proved that when people see the birds in person, they book immediately & also for future visits.

Campaign 5- "rematch"

Goal: Repeat visits + holiday gift cards + merch | Audience: Past visitors & retargeted warm audiences

Multiple large groups from Campaign 4 were retargeted directly and converted to future bookings. Email sequences and retargeted ads promoted seasonal return visits, gift cards, and branded merchandise. A past visitor is the highest-probability, next customer.

WHAT THE DATA SHOWED
Three things worth knowing

The county fair generated the highest conversion rate of all five campaigns. In-person engagement outperformed every digital channel. When people see the birds, they book, finding shapes every future marketing priority.

Schools, teachers, and parents are the most underserved and highest-potential audience this business has. Group bookings convert differently from individual tickets and need their own outreach strategy, which Campaign 3 proved works.

Retargeting converts. Multiple groups from the fair came back as paying future bookings through Campaign 5. Staying in front of past visitors is one of the highest-return moves a business like this can make.