City Lyric Opera
Content preparation for social media platforms
May - Aug 2024 / City Lyric Opera
An integrated marketing project focused on boosting brand visibility, ticket sales, and donor engagement for City Lyric Opera by promoting emerging artists through digital content and venue strategy.
Objective:
Boost ticket sales, donor engagement, and brand awareness by promoting emerging artist performances through social media, email, and curated venue experiences.
My Role:
Marketing & Communication Intern at CLO
Led content calendar development, supported behind-the-scenes shoots and artist interviews, and assisted with venue scouting and coordination.
Tools:
Google Analytics, Meta Business Suite, Canva, Google Trends, Instagram, Facebook, X, LinkedIn, MailChimp
Execution:
To bring the strategy to life, I researched content trends in the performing arts space and aligned them with each artist’s aesthetic and repertoire to craft performance-specific narratives. I built a cross-platform content calendar that accounted for seasonal audience behaviors, key holidays, and platform-specific engagement windows. Every channel (Instagram, Facebook, X, LinkedIn, and our newsletters) received tailored messaging and content themes based on its user base and communication goals. Beyond digital, I supported venue selection by analyzing artist needs and matching each performance with locations that fit the work’s tone, acoustic demands, and geographic relevance. I also led behind-the-scenes shoots and artist interviews to humanize the performances and foster deeper audience connection.
City Lyric Opera Social Media
Strategy:
City Lyric Opera’s mission, which is to elevate emerging artists without financial burden, required a marketing approach that was as thoughtful and community-driven as its programming. My strategy focused on growing ticket sales and donations through storytelling that emphasized artistic value and audience connection. I identified two core messaging tracks: one for performance-goers and donors, centered on accessibility and emotional impact; and another for aspiring artists, highlighting CLO’s artist-first model. Content was designed to reflect the individuality of each performance while reinforcing the organization’s inclusive, high-quality identity. Simultaneously, venue planning was approached as an extension of brand storytelling—selecting locations that enhanced each performance’s narrative, emotional tone, and artist intent.
Social Media Calander
Selected Performance Venue (Clickable)
Selected Posts (Clickable)
Outcome:
The campaign drove measurable growth across platforms and performances. On social, reach increased by 20%, engagement rose by 14%, and traffic climbed 25%, while consistent, audience-tailored content grew follower count by 10%. Offline, we successfully delivered four performances, each receiving over 95% positive audience feedback. By aligning artist narratives with venue storytelling and platform-specific messaging, the campaign strengthened community connection and deepened City Lyric Opera’s reputation as a welcoming space for both emerging talent and arts supporters.
Selected BTS Photos
Selected Artists Interview Videos (Clickable)
Selected Post
