In order to stay relevant in an ever-changing world The Louisville Orchestra hired a young but widely acclaimed conductor, established pianist, clarinetist, and composer by the name of Teddy Abrams in 2014. It was arguably one of the wisest decisions the orchestra ever made. Teddy was 27 at the time and as a millennial understood the importance of social media and online engagement in order to attract a younger audience to attend orchestra events. But he needed the assistance of a social media marketing expert so, he reached out to Lauren Hendricks at a+h marketing to help refresh the brand story for both the Louisville Orchestra and his own personal brand.
Lauren developed a strategic plan designed to achieve Teddy’s initial goals. The plan included a+h’s social storytelling and consulting services, plus the creation and management of Teddy’s blog, Wikipedia page, and a Facebook Live video series that launched in 2017.
The initial engagement response for Teddy’s Facebook page were very impressive:
o Reach: Over 1.9 million
o Engagement Rate: 128,000
o Impressions: 2.7 million
o Clicks: Over 134,000
o Likes: 4,112 - up from 634 (650% increase)
o Ages 25-34 make up 20% of his reach, 2nd largest is ages 35-44 (17% of overall reach)
Today partnership with Teddy has expanded and now focuses heavily on utilizing social as a tool to connect with and spark deeper connections and conversations with his ever-growing community network. This includes scheduling unique events and appearances, such as pre-concert conversations, Facebook Live Q&As, and “Teddy Bares All”; a regular Facebook Live session in which people can have open dialogue with Teddy about anything! These types of strategies have proven to be very effective for Teddy and not only increase his digital presence and social growth, but help build his brand as someone open and inviting to those interested or just a bit curious about the orchestra.
Brand Storytelling Services: Social Media Marketing & Community Engagement