Social media images should be genuine, relevant, timely, and most important of all: Fun.
As the University of Arkansas’ Director of Social Media Strategy since 2022, I’ve leaned into this simple to implement but difficult to consistently execute strategy by making trending global conversations on social media relevant to a hyperlocal region focused on the U of A’s core audiences. So that means taking the lead on how to successfully use generative AI, merging Taylor Swift album releases with alumni #TBT content, discovering the U of A’s unique connection to Barbie, jumping on BeReal’s explosive entrance into the pop-culture zeitgeist during the summer of 2022 and more. The ROI? @uarkansas on Instagram became the fastest-growing higher education main school account in the Southeastern Conference during my tenure.
Successfully selling remarkable live theatre is about conveying story, scale, artistry, and value behind in-person performances.
Utilizing TheatreSquared's (T2) phenomenal archival and final dress photography was a given for both organic social media content and paid ads but thinking outside the box was required for marketing next season's shows. As T2’s Marketing Manager from 2017-2021, my approach was to create visual content based on royalty-free stock assets that accurately supported each production. This was a low-cost, high-ROI method to marketing shows and allowed T2 to promote season packages to audiences well ahead of scheduled photoshoots.
On August 2019 T2 moved into its new $30 million state-of-the-art home in downtown Fayetteville.
The multipurpose facility allowed T2 to bring the company's administration, production, and artistic departments into one building while also opening up new avenues for community engagement, housing for performers, and a full-service bar and cafe. My marketing and communications efforts for T2's new home was focused on short videos throughout the construction timeline starting after groundbreaking in 2017 to the grand opening during the fall of 2019.
