Deep Dive with Umphrey's McGee Marketing Plan
Moon Palace Resort | Riviera Maya, Mexico
Three Nights of Umphrey's McGee
Overview & Positioning
Going Deep with Umphrey's McGee in Every Way
Deep Dive is a full immersion into the world of Umphrey's McGee. Every jam, game, and meal is part of the same story. It's four nights of music and mayhem under the stars at the all-inclusive 5-star Moon Palace Resort in Riviera Maya, Mexico.
Fans don't just watch the performances here. They live Umphrey's for an entire weekend. From sunrise yoga to midnight jams, from poolside games, late night poker to barefoot beach BBQs, you're inside the band's world.
Value Proposition
  • Three nights, three headlining sets, and so many more amazing performances and surprises.
  • Curated experiences hosted by the band: golf tournaments, poker nights, BBQs, tastings, yoga sessions, and Frasco-coded chaos
  • All-inclusive luxury meets authentic community connection in a tropical paradise
  • Deep cuts, rare collaborations, and exclusive content crafted for the biggest fans
Hooks & Messaging Framework
Every great campaign needs language that resonates. These hooks capture the essence of Deep Dive and speak directly to the heart of Umphrey's superfans, people who understand that this isn't just a vacation, it's a pilgrimage.
Only in Mexico
Where else can you go straight from the show to floating in a pool with a churro in your hand in a matter of minutes? Our emails and social content will speak to the unique experiences that only happen in Mexico at Deep Dive with Umphrey's McGee, the exclusive, location-specific moments that make this all-inclusive vacation event special.
The Deeper the Dive
Going deep means immersing yourself in an unparalleled musical journey. Expect extended jam sessions, rare deep cuts from the band's extensive catalog, and special collaborations that only happen here. Every note, every set, every moment is crafted to provide an in-your-face, unforgettable experience for the true UM devotee, revealing layers of their artistry you won't find anywhere else. We'll tell this story in every piece of messaging and content we provide.
Built for the Lifers
This event is truly the Umphrey's McGee family reunion, created with the band's most dedicated superfans in mind. It's a special opportunity for this community to come together and celebrate the music they love with each other and the artists who created it.
Everything Umphrey's
The band's presence will be felt everywhere during this event. Whether guests are teeing up on the golf course, sitting at a poker table, or relaxing by the poolside, every aspect of their experience will have UM's unique, personal touch.
We're going beyond hooks, messages and slogans. These are the invitations that will tell the story of Deep Dive with Umphrey's McGee. Each one opens a door to a different aspect of the experience, ensuring that no matter what drives a fan's passion, there's a message that speaks directly to them. We need your team to help craft an entire playbook of messages that fit into these categories and serve as the playbook for our social calendar, ads, contesting, UGC requests and more.
Campaign Concepts
Three distinct creative approaches, each designed to highlight a different dimension of the Deep Dive experience. Together, they tell the complete story.
The Deep End
Experience Campaign
Spotlight the on-site activities and connection moments that make Deep Dive unforgettable: golf tournaments with band members, high-stakes poker nights, beachside BBQs, and wild Frasco/Gerlach game show energy that keeps everyone laughing.
"You're not just watching Umphrey's—you're living Umphrey's."
The Deep Cuts
Music Campaign
Celebrate rare tracks, deep catalog gems, and on-site collaborations that only happen at Deep Dive. This is where the band stretches out, takes risks, and rewards the most devoted listeners with jaw-dropping musical moments.
"Three nights of jam archaeology. Expect the unexpected."
The Deep Family
Community Campaign
Focus on fan culture, past UM trip stories, and the insider language that makes Umphrey's fans feel like family. This campaign centers the people—their journeys, their connections, and the bonds formed through shared musical passion.
"One big jam, no bad seats, no strangers."
Content Pillars
A strategic content framework ensures we maintain consistency across channels while keeping the narrative fresh, engaging, and multidimensional. Each pillar serves a specific purpose in the customer journey.
Experience Highlights
Immersive reels and video content featuring golf tournaments, beachside BBQs, tequila tastings, sunrise yoga sessions, and all the unique activities that set Deep Dive apart from typical music festivals.
Deep Cuts & Setlist Nostalgia
Archival performance clips, favorite jam polls, "What do you hope they play?" engagement content, and throwback moments that remind fans why they fell in love with Umphrey's in the first place.
Behind the Scenes
Exclusive quotes from band members, rehearsal footage, candid resort moments, and the kind of intimate access that makes fans feel like insiders rather than spectators.
Fan UGC & Testimonials
Authentic stories through our "Why I Dive Deep" campaign, user-generated content from past UM Trip attendees, and testimonials that showcase the transformative power of this experience.
Humor & Insider Culture
Memes, band banter, community inside jokes, and the playful irreverence that defines Umphrey's culture—keeping the tone light and the community engaged between serious selling moments.
Channel Strategy
Each channel plays a specific role in the awareness-to-conversion journey. This integrated approach ensures we meet fans wherever they are, with the right message at the right time.
Content Calendar
November–December: The Road to Hitting our Target
A strategic 6-week rollout that builds momentum, maintains variety, and creates increasing urgency as we approach the New Year. Each week has a distinct focus while contributing to the overarching narrative.
1
Nov 11–17
The Deep End
Umphrey's Feud, Band Member Content
2
Nov 18–24
The Deep Cuts
"What song are you chasing?" fan poll drives engagement and nostalgia
3
Nov 25–Dec 1
The Deep Family
Fan testimonial video paired with stunning resort lifestyle footage
4
Dec 2–8
The Deep End
Pickleball tournaments & yoga sessions photo drop keeps variety high
5
Dec 9–15
Final Wave
Scarcity messaging begins: "Prices Increasing" with urgency-driven creative
6
Dec 16+
FOMO / Paradise
Continue to build middle to bottom funnel engagement around winter months, get away from the cold, experience Mexico.

Key Insight: The calendar alternates between experiential and community-focused weeks to prevent fatigue while maintaining consistent touch-points. Music content threads throughout as supporting material.
Budget Overview
$52,500 Total
Already invested: $12,500 in media spend. Remaining budget of $40,000 strategically allocated across high-ROI channels for maximum conversion impact.
Every dollar is tracked through Gupta analytics, with weekly pacing reviews to optimize spend against package sales velocity. Contingency fund enables agile response to breakout content opportunities.
Paid Media (Gupta)
$35,000
Gupta's digital media buying expertise will drive our primary acquisition efforts for Deep Dive. This allocation covers a multi-channel strategy including:
  • Meta/Facebook Advertising: Highly targeted campaigns leveraging custom audiences, lookalikes, and interest-based segmentation to reach potential attendees on Facebook and Instagram with compelling visual and video content.
  • Google Performance Max: Integrated campaigns across Google's entire network (Search, Display, Discover, Gmail, and YouTube) to capture demand and drive conversions, optimized by AI for the highest ROI.
  • Programmatic Advertising: Data-driven media buys across a vast network of websites and apps, allowing for precise audience targeting, real-time bidding, and dynamic creative optimization to reach users where they consume content online.
  • Other Social Platforms: Strategic campaigns on platforms like TikTok or X (formerly Twitter) to diversify reach, engage with specific demographics, and capitalize on trending content relevant to the Deep Dive audience.
  • Add Mocks: Can be found here
Each channel will be continuously monitored and optimized by Gupta's analytics team to ensure maximum efficiency and package sales velocity.
PR & Media
$1,000
Our PR strategy for Deep Dive focuses on securing earned media placements to amplify credibility and awareness beyond paid channels. This allocation will cover outreach efforts, press kit development, and media monitoring.
  • Pitching Strategy: We will craft compelling pitches tailored to each publication, highlighting Deep Dive's unique concept, artist lineup, exclusive experiences, and target audience. Early outreach will focus on "save the date" announcements, followed by deeper dives into programming and lifestyle elements.
  • Media Coverage Goals: Our primary goal is to secure features and mentions in music publications, lifestyle blogs, and travel media relevant to the jamband and experiential festival scene. We aim for a mix of preview articles, artist interviews, and post-event recap coverage.
  • Key Publications: Target outlets include niche music blogs (e.g., Live for Live Music, JamBase), broader music news sites (e.g., Relix, Consequence of Sound), and relevant travel/lifestyle publications that cater to our demographic.
  • Story Angles: We will develop diverse story angles such as "The Ultimate Winter Escape for Music's Biggest fans," "Beyond the Music: Experience & Adventure at Deep Dive," and "Curated Experiences, not the ordinary festival" to appeal to a wide range of editorial interests.
  • Credibility & Awareness: Earned media provides third-party validation, lending significant credibility that paid advertising cannot replicate. Positive coverage in trusted outlets builds buzz, influences purchasing decisions, and positions Deep Dive as a must-attend event within its competitive landscape.
Email/CRM
$2,000
This allocation is dedicated to building and optimizing a comprehensive email and SMS automation strategy using Klaviyo to nurture leads from initial awareness through to conversion and post-event engagement. Our approach focuses on personalized, data-driven communication:
  • Klaviyo Automation Sequences: Implementing advanced flows such as welcome series for new subscribers, cart abandonment reminders, browse abandonment triggers, pre-event countdowns, and post-purchase engagement flows.
  • Audience Segmentation: Strategically segmenting our audience based on engagement levels, demographics, interest in specific artists or activities, website behavior, to deliver highly relevant content.
  • User Journey Mapping: Designing intricate user journeys that guide potential attendees through each stage of the funnel, ensuring timely and appropriate messaging that addresses their needs and encourages progression towards booking.
  • SMS Campaigns: Leveraging SMS for urgent updates, exclusive offers, and critical event information to capture immediate attention and drive action. This is a good place to run contesting as well.
  • Lifecycle Marketing: Developing distinct email and SMS content for each phase of the customer lifecycle – from initial interest and consideration, through booking and anticipation, to post-event feedback and re-engagement for future events.
  • Lead Nurturing & Conversion: Employing compelling storytelling, showcasing unique experiences, and emphasizing the intimate nature to move leads efficiently from initial interest to confirmed attendance, ultimately maximizing package sales velocity.
Ongoing A/B testing and performance monitoring will ensure continuous optimization for maximum ROI and attendee satisfaction.
Tradable Bits
$1,500
Tradable Bits will serve as our robust gamification and CRM integration platform, driving deeper engagement and generating high-quality leads for Deep Dive. This allocation covers a multifaceted approach:
  • Interactive Quiz Development: We will create engaging quizzes, such as "Which Deep Dive Are You?", designed to capture user attention, collect valuable data, and entertain potential attendees.
  • Contest Infrastructure: The platform provides a seamless infrastructure for running various contests, sweepstakes, and giveaways, incentivizing participation and expanding our reach.
  • Lead Generation Mechanics: Through quizzes and contests, we will implement effective lead generation mechanics, capturing contact information and profiling potential attendees based on their responses and interests.
  • Klaviyo Integration: Crucially, Tradable Bits will integrate seamlessly with Klaviyo, ensuring a real-time, bidirectional data flow. This allows us to enrich our CRM profiles and trigger highly personalized automation sequences based on quiz results and user actions.
  • Audience Segmentation: Data collected from interactive campaigns will enable advanced audience segmentation within Klaviyo, allowing us to tailor messaging, offers, and content to specific user preferences and engagement levels.
  • UGC Campaigns: The platform will facilitate user-generated content (UGC) campaigns, encouraging attendees and prospects to share their excitement, photos, and stories, amplifying our organic reach and fostering community.
  • Social Proof Generation: By showcasing contest winners, participant testimonials, and engaging UGC, Tradable Bits helps generate powerful social proof, building trust and urgency around the Deep Dive experience.
  • Engagement and Conversion Drive: Ultimately, this gamified approach enhances user engagement, transforms passive interest into active participation, and funnels qualified leads into our sales pipeline, directly contributing to conversion goals and package sales velocity.
Tradable Bits' comprehensive features will ensure our interactive content not only entertains but also strategically contributes to our marketing objectives by creating a more personalized and dynamic user journey.
Media Partners
$6,500
In the jamband world, media partners like Consequence, Relix, JamBase, and Live for Live Music serve as the trusted voices and community hubs that connect bands with their dedicated fanbases. Here's what they'd do for Deep Dive:
Content & Coverage:
  • Feature articles about the event, highlighting what makes it unique in the festival landscape
  • Interview band members about the concept and what fans can expect
  • Preview pieces building anticipation with setlist speculation and activity highlights
  • Post-event recap coverage with photos, videos, and fan reactions
Audience Access:
  • Reach highly engaged jamband fans who actively seek out new experiences and have a high tendency to travel
  • Newsletter features to subscribers who are already invested in the scene
  • Social media amplification to followers who trust these publications' recommendations
Credibility & Social Proof:
  • Third-party validation that this isn't just marketing—it's a legitimate, noteworthy event
  • Editorial endorsement carries more weight than paid advertising alone
  • Helps position Deep Dive as a "must-attend" rather than just another festival
Community Building:
  • Facilitate discussions in comment sections and forums
  • Share user-generated content from attendees
  • Create FOMO through exclusive behind-the-scenes access and coverage
Retargeting (Converge)
$5,000
Converge's platform will be instrumental in maximizing conversions by leveraging advanced retargeting strategies for cart abandonment and site visitors. We'll build robust custom audiences based on engagement and purchase intent, ensuring our messaging reaches the most receptive potential attendees. The platform also enables comprehensive data tracking, providing real-time insights into campaign performance. Furthermore, we'll implement sophisticated SMS and email automation sequences to nurture leads, drive urgency, and reinforce the Deep Dive experience across multiple touchpoints.
Key Performance Indicators
Success requires tracking the right metrics at the right frequency. These KPIs provide both leading and lagging indicators, allowing us to optimize in real-time while keeping our eyes on the ultimate goal: complete sellout.
01
Primary Metrics
Package sales per week and sell-through velocity—the only metrics that truly matter for business success. Weekly tracking reveals momentum and allows for agile budget reallocation.
02
Secondary Metrics
Engagement rates across all platforms—shares, saves, and comments indicate content resonance and community enthusiasm. High engagement predicts conversion.
03
Tertiary Metrics
CRM growth through gamification completions and new email sign-ups. These expand our owned audience and create future marketing opportunities beyond this event.
Tracking Infrastructure
  • Converge: Real-time attribution and customer journey mapping
  • Gupta Dashboards: Consolidated performance visualization
  • Weekly Reviews: Team alignment on pacing and optimization opportunities

Optimization Philosophy: We review data weekly but avoid knee-jerk reactions. Trends matter more than individual data points. If a content pillar underperforms for two consecutive weeks, we pivot. Otherwise, we trust the strategy.
Next Steps
Immediate Actions to Launch Success
Here's exactly what happens next to bring Deep Dive to life and drive it toward complete sellout.
Approve Content Calendar
Finalize the 6-week rollout schedule, confirm weekly themes, and lock in key creative assets and copy for each beat
Launch Tradable Bits Quiz & Contest
Activate "Which Deep Dive Are You?" quiz for lead generation and audience segmentation, plus UGC contest to drive social proof
Secure Major Earned Media
Push one significant feature placement in Relix or Consequence to establish third-party credibility and reach beyond our existing audience
Add "Stories from the Deep" Section
Create dedicated website section featuring fan testimonials, past event highlights, and user-generated content that builds social proof
Weekly Pacing Check
Establish rhythm of conversion tracking versus spend analysis—every Monday morning, we review performance and optimize allocation
Deep Dive is where the music lives, where the family gathers, and where paradise meets the perfect jam. Let's make sure every fan who should be there, knows they need to be there.