Atlanta Symphony Orchestra
An Atlanta institution with a rich and renowned history, Atlanta Symphony Orchestra 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.
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 posting
• Develop a bold, fun voice which the Symphony was lacking
• Creating a balance of fun, witty posts with informational/educational posts and event 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
1. ASO Social Media Community
2. Existing ASO members
3. Atlanta music, arts and cultural enthusiasts
4. Moms and families
5. Music Students
Awards: 2016 IABC Golden Flames | Gold Winner
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.
