A Social Media Strategy with Engaging, Branded Content for Atlanta Symphony Orchestra
Looking to offer a unique and fresh perspective with new and existing audiences, the Atlanta Symphony Orchestra reached out last year for assistance with their social media engagement.
The Challenge
An Atlanta institution with a rich and renowned history, ASO has been a key part of Atlanta’s cultural ecosystem since it was founded in 1945. A city treasure and senior favorite, a constant challenge had already been to broaden the symphony’s appeal to younger audiences. Looking to dramatically increase awareness with a fun, witty, and enthusiastic tone, we were tasked with helping to supply the bold and fun voice the symphony had been lacking.
5624
increase in Instagram followers over one year period
8504
increase in Facebook Fans over one year period
3343
average Twitter engagements per week
The Results?
We focused on creating engaging content which contributed to the consistent increase in brand awareness, following and engagement across all platforms. By incorporating GIFs and videos into daily content, we helped to regularly insert ASO into cultural and social trends in order to garner higher engagement.
In addition to daily content, we also supplied the Symphony with multiple long-term social campaigns. National holidays such as Valentine’s Day and International Women’s Day created prime opportunities for the Symphony to spur the excitement of their audience and create a more personal and relevant appeal in their social channels.
I also was responsible for a number of other original social initiatives including redesigning ASO’s Tumblr layout, designing their very first Snapchat geofilter, and delivering detailed monthly analytics reports to help with continuous tracking and optimization.
Post Highlights
#HelloItsMe #Adele25 #Cello
Sample Facebook Post with Comments/Shares
9516
Reach
208
Likes
257
Reactions
Channel:
Fan Feedback
LOL...Well played, ASO, very well played.
Bravo ASO social media marketing people. Bravo.
Cello t-shit idea?? 🙂
Hahaha. Hand on hip, purple phone, Adele songs...nothing’s getting Korngold down today!
#SnowmanDatingProblems #ChristmaswithASO
7565
Reach
105
Likes
13
Shares
Channel:
#ClassicalLove #ValentinesDay
#ClassicalLove #ValentinesDay
9516
Reach
257
Reactions
208
Likes
Channel:
#AlltheSingleTickets #ASOTickets
246
Views
Channel:
Instagram, Twitter
Content Gallery
#CincodeMayo
#CalvinandHobbes was trending on Twitter
#NaughtyorNice #Liszt #ChristmaswithASO
#MondayMotivation #HotlineBling
#LikeABoss #MondayMotivation
#TurkeyChopin #HappyThanksgiving
The Project
ASO was looking to build fresh relationships with existing and new audiences by dramatically increasing local awareness and relevance and delivering unforgettable experiences. The focus of this project was to create engaging, custom content for the brand’s numerous social media channels and spur excitement about ASO programming with younger audiences.
Creative Challenges
• Creating a balance of fun, witty posts with informational /educational posts and event tickets posting
• Develop a bold, fun voice which the Symphony was lacking
Target Audience
1. ASO Social Media Community
2. Existing ASO members
3. Atlanta music, arts and cultural enthusiasts
4. Moms and families
5. Music Students
Tone
• Exciting, surprising and bold voice to spur enthusiasm
• Fun, witty, intelligent humor
Distribution Channels
Facebook, Twitter, Instagram
Software/Skills
Photoshop, Illustrator, InDesign
Key Team Members
Brent Beatty, Chloé Demeunyck, Natalie Demarko
Awards
2016 IABC Golden Flames | Gold Winner