ArtsQuest Social Media Campaign
Click Here for the full version of ArtsQuest’s Social Media Campaign.
Social Media Audit
Sample Posts :
Lots of posts and graphics across platforms include bright colors and fun, witty captions. Shows they are a creative and upbeat organization. An example post was included to the left.
DEI is something that all brands so be aware of and should be incorporating into their marketing strategies. An example from a Facebook scene can be seen of ArtsQuest effectively being sensitive and posting about DEI and Juneteenth.
Opportunity
Target Market
User Personas
Campaign Strategy
Creative Concept + Message
| Family Driven, Fun with Friends, Something for Everyone |
| Where Creativity Thrives, Embracing Arts & Culture |
Measurement of Success
ArtsQuest plays a key role in further developing numerous communities in the Lehigh Valley and spreads arts and culture through their events. They are a pivotal non-profit organization in the heart of Bethlehem and are responsible for hosting events for enjoyment of the community.
The Initiative:
The main initiative behind implementing a social media campaign for the organization is to raise brand awareness and educate about ArtsQuest’s whole mission, build more engagement with our current and future followers, gain insights into market by social listening, and draw attention to employment and volunteering opportunities. The ArtsQuest brand has so much more connected to it as there are several other popular locations under their wings, they that operate day to day. Christmas City , Musikfest, and Banana Factory all just scratch the surface of this organization.
Conducting a social media audit involves diving deep into and analyzing every aspect of an organization’s social media accounts. Everything from your followers, past posts per weeks, likes, comments, etc. will help gauge a starting point and to begin laying out specific goals and objectives. It sets our foundation up at our current position and so by the end of our campaign, we can go back in a use KPI’s to understand in what areas we grew and where improvements can still be made.
I conducted one for ArtsQuest and did a manual social media audit.
Key Findings:
Twitter | 13.2 k followers | Avg of 8-10 post per week
Facebook | 31k followers | Avg of 5- 7 post per week |
Instagram | 4,454 followers | Avg of 5-7 post per week |
Pinterest | 466 followers | 3-4 inspirational pin boards
LinkedIn | 4,498 followers | 2-3 posts a week |
Most success on Twitter and Facebook
Success on Instagram, but room for growth
Content is varied to some extent on each platform
Sorted into categories of people (volunteers, employees, directors, etc.), community, ArtsQuest's other buildings, Events, and so on.
ArtsQuest has a lot of cross content occurring on within their platforms and while that isn’t necessarily a bad thing, it can be a nuisance to someone who is seeing the same post repetitively, especially active followers. Another opportunity is to show off more food and drinking specials that are taking place at the stacks or partner up with more businesses for posts because these tend to have the highest engagement rates. Another suggestion would also be to incorporate giveaways through social media for one of their more popular events, like Musikfest. They could give away a pair of free mugs, merch, or possibly a pair of tickets to one of the summer shows. Having occasional post likes these will capture attention and most likely lead to engagement.
The chart to the left defines age groups, demographics, and psychographics of that are the primary audiences that ArtsQuest should be targeting in their social media. The three main categories of age groups are 18-24, 24-35, and 35-44+.
Creating sample personas gives you a visualization of the people you are aiming to reach with your social media. Here are two sample ones created to know who we ae trying to attract through our social platforms.
Jess Reeser is a graduate student at a college in Bethlehem who is always looking for things to do with her friends when she gets a break here and there. Rachel and Kenny are a married couple with two young daughters. Because they are both teachers and have off in the summer, they really want to do fun activities with their girls.
The four main objectives of this social media campaign include:
Building Brand Awareness
Generating More User Engagement
Gain Insight into the Market by Social Listening
Draw Interest to volunteer positions, job openings, and seasonal internships
Focused Platforms of the Campaign:
This campaign will focus on building ArtsQuest’s social platforms including:
Instagram
Facebook
Twitter
Pinterest
LinkedIn
To the left is sample content calendar of how heavy or light posting will be depending on the individual platform.
View my full social media campaign document for a deeper insight to each of these objectives individually and a full breakdown on each platform.
There is truly something for everyone through the ArtsQuest organization and they host a plethora of events that appeal to every age. From movie nights to wine and sangria festivals, to free concerts, to art exhibitions, they have various appealing events for the community to partake in.
These are examples of fun ideas that can increase engagement, but also help embody ArtsQuest
Motivational Mondays- Promotes happiness and creativity for the start of week (every Monday)
Giveaway Thursday - Small Prizes, but everyone likes the chance of free (first Thursday of month and last Thursday of month)
Will be combined post with another one of their Instagram accounts
Fun Fact Friday: Every Friday, a cool and interesting fact about ArtsQuest will be posted on our Story and we will create a poll so you can guess the correct answer! "Did you know? or Can you Guess?"
To the left, there are some samples of potential content for their various social media platforms that are fun, appealing, and surely embody the ArtsQuest brand.
To measure the final success of this Social Media campaign, we will be looking at the numbers of numbers and how much it fluctuated, weekly by weekly, as well as keeping an eye on engagement numbers (likes, comments, etc.)
In order to consider this campaign a success, ArtsQuest total follower count (primarily on Instagram) needs to increase by 20% or more. It is also vital we hit and surpass all 4 objectives because those are areas of improvement, so they won't go away.