An Event Marketed by Traverse City Web Design Was Featured in The Wall Street Journal
One of the fundraising events Traverse City Web Design helped promote received national attention when it was featured in The Wall Street Journal.
The event was the annual “Name That Tune” fundraiser for The American Songbook Project, an organization dedicated to preserving, celebrating, and sharing the tradition of classic American music. Traverse City Web Design was brought in to create and manage the event’s marketing campaign, helping shape the visual identity, promotional materials, and outreach strategy that supported the fundraiser.
This was not a simple one-piece design project. It was a full event marketing campaign that included a four-piece invitation package, several printed postal mailing pieces, and a ten-part email marketing campaign. Each piece had to feel connected, polished, and appropriate for an event rooted in the history and charm of American popular song.
Traverse City Web Design founder and lead designer Kate Botello-Weigel worked closely with Michael Estwanik, president of The American Songbook Project, to develop the campaign materials. Together, they created a cohesive marketing package that helped introduce the event, build excitement, communicate important details, and encourage supporters to attend and contribute.
The result was a highly successful fundraiser that brought in more than $25,000 for The American Songbook Project.
Even better, the event was later written about in The Wall Street Journal, where the invitations designed by Kate received a brief mention. It was a small detail in the article, but an exciting one for the team — a reminder that thoughtful design and careful event marketing can play a meaningful role in helping nonprofit events reach a wider audience.
For Traverse City Web Design, this project is a strong example of how online marketing, print design, email campaigns, and event strategy can work together. A successful fundraiser does not happen by accident. It takes planning, timing, repetition, good design, clear messaging, and a campaign that reaches people more than once.
The “Name That Tune” fundraiser gave us the chance to help support an organization working to keep the tradition of American music alive. It also showed how a well-organized marketing campaign can help an event gain momentum, raise significant funds, and even earn recognition from a national publication.
You can read the full Wall Street Journal article here:
Congratulations to Kate Botello-Weigel, Michael Estwanik, and everyone involved with The American Songbook Project for their hard work, creativity, and dedication to preserving one of America’s great musical traditions.
