Business Situation

The Texas Music Hall of Fame (TMHOF) was almost ready to open its virtual doors, but wanted to complete its identity by creating a rich online hub focused on music, communication and celebration that connects the worldwide community of Texas music fans. In addition, the reach of this new community had to embrace the various cultures and unique blends that encompass Texas music. The TMHOF was looking for an agency that could provide an array of services and strategies that would spark great interest and participation in this multi-cultural, multi-generational endeavor. The major challenges esd identified:

  • Conceptualizing a website that needed to be aesthetically intriguing, entertaining and easy to navigate, while seamlessly fusing a rustic look with the diverse sounds of modern Texas music, all from scratch
  • Utilizing a bundle of integrative online strategies incorporating interactive site designs and social media
  • Laying the groundwork for a successful online launch with a public relations campaign


Diving deep in the roots of Texas music – from the rough and rowdy sound of Jerry Jeff Walker to the dulcet tones of Marcia Ball – esd found all the inspiration it needed to create the perfect combination of strategies and tactics to promote the launch of the Texas Music Hall of Fame. esd’s approach fused the rustic with modern iconography that invited web visitors to explore the Lone Star State’s rich music history. Here’s how esd successfully developed a distinctive identity for Texas Music Hall of Fame:

  • Creating a distinctive look that borrows from the old and new to forge a unique identity
  • Planning and hosting a special kickoff for the opening TMHOF press conference at an appropriately Texan location known as a popular hub for delicious food and great music in the American Southwest (Stubb’s Austin)
  • Connecting with Twitter followers to generate a whirlwind of buzz among the legion of Texas music fans all over the world
  • Generating positive buzz by connecting reporters via early celebrity RSVP sessions

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Generating 60,000 impressions and $55,000 in event publicity

Improving bounce rates by 25 percent

New website visits improved 14 percent