This report provides a comprehensive analysis of event marketing strategies, focusing on the Edmonton Folk Music Festival. It begins with an introduction to event marketing and its increasing importance, followed by a description of the Edmonton Folk Music Festival, an annual four-day outdoor music event. The report then delves into a detailed target market profile, utilizing demographic, psychographic, and geographic segmentation to identify the event's audience. A thorough SWOT analysis is conducted to assess the event's strengths, weaknesses, opportunities, and threats. The report proposes specific marketing objectives, including increasing event awareness and expanding the event portfolio with folk dance events. Finally, it outlines a detailed marketing mix, including product, price, place, and promotion strategies, to achieve the stated objectives. The report concludes with a summary of the findings and recommendations for enhancing the festival's marketing effectiveness.