Bakersfield Second Saturday
SERVICES: Brand Strategy • Brand Identity + Logo System • Collateral • Website Design • Program Development
Second Saturday brings the community and local businesses together in Downtown Bakersfield.
Second Saturday is a monthly event downtown. We connect with the farmer's markets and businesses open on Saturdays to create a fun, family-friendly experience.
We work with businesses to encourage special discounts, offers or experiences to make Second Saturday an event that is not to be missed.
Every month, we release a new map of downtown the Monday before Second Saturday. The map includes details about all the businesses, farmers markets + events happening so that attendees can plan their route for the day.
Situation + Strategy
Second Saturday is a community gathering centered around Downtown Bakersfield that launched in October 2017. We partnered with Councilman Andrae Gonzales to revamp the offering, create a brand identity + website and manage all the connection points between organizers + local businesses.
The main need for this partnership was to find a way to involve businesses, both brick + mortar and vendor-based, by providing an opportunity for them to showcase themselves to the community.
Bakersfield's growth is contingent on downtown. While there are many places to visit in the area, most people aren't aware of the offerings + events that make Downtown Bakersfield such a great place to spend time. We also need to bring more business downtown. By focusing on the storefronts, we're able to share where they're located and keep them top-of-mind for prospective visitors.
Plan + Implementation
Our first course of action was to craft a strategy that was repeatable monthly, scalable + exciting for the community. We decided to center our offering around a monthly map, released the Monday prior to the event, to gather attention and share details with our community. We invested time to communicate with each business who signed up to create a special offer for attendees of Second Saturday—from a photobooth to 40% off to free accessories.
We designed a website using SquareSpace to communicate our vision, gather email addresses and provide more information for interested businesses.
We also partnered with Lex & Ev, a duo creative team, to photograph + capture video of our December Second Saturday. We wanted our imagery + video to set us apart from other community events as the top tier of community-oriented marketing + branding. [click here to watch]
Each month, we facilitate sign ups using our website, design custom maps + marketing materials, generate content for our social media channels and advertise so that businesses gain more traffic every Second Saturday.
Results + Transformation
Our community looks forward to this monthly gathering, and it is a great marketing tool for local businesses to leverage. Sign-ups each month exceed our expectations. Our hope is that this event helps foster a positive view of Downtown Bakersfield while boosting the local business economy.
BAKERSFIELD SECOND SATURDAY