Campaign Strategy & Planning
With a clear understanding of the audience, the goal, and the action that matters most, I build plans that connect messaging, creative, timing, and platform strategy while leaving room to adapt when live events, partnerships, artist opportunities, or organizational priorities shift.
Studio Ghibli Campaign
An audience-expansion campaign developed and launched within a four-week lead time, built around shared fandom, community partnership, and a more culturally specific entry point into orchestral music.
Built a trade partnership with METROCON to reach its large, highly engaged organic audience of anime and fandom fans. I created a social-first video using a trending format and tied it to cosplay, giving Studio Ghibli fans a natural reason to connect both the convention and The Florida Orchestra’s upcoming concert.
After reviewing early social ad performance, I saw an opportunity to create a more immersive video-first asset. I developed an ad that opened with recognizable film imagery and music in the first second, quickly pulling viewers into the world of the event and giving them a feel for the experience they could expect in the hall.
BEFORE
AFTER
Made an intentional decision to invest in paid community placements with I Love the Burg and That’s So Tampa, recognizing that The Music of Studio Ghibli had the potential to reach beyond The Florida Orchestra’s usual audience. By framing the concert around shared fandom and the experience of hearing the music live, the campaign introduced the event to new potential attendees across Tampa Bay.
Expanded the paid-media approach by advertising on TikTok for the first time, recognizing an opportunity to reach a younger, more pop-culture-oriented audience. Using TikTok Ads Manager, I developed a high-performing video ad that drove new audiences to the concert ticket page.
Used this campaign as an opportunity to cross-promote through my personal brand, ANDĒ / She Plays the Drums, while leveraging ongoing partnerships with Pearl Drums and Pearl/Adams Percussion, whose combined social audience totals more than 712,000 followers. I created a performance of music from the film and paired it with concert-focused copy building anticipation for hearing the score live with The Florida Orchestra. Sharing the content through both my channels and partner platforms created a cost-effective audience-expansion opportunity beyond The Florida Orchestra’s existing reach.
The campaign connected with a new audience! The show was well sold, and 70% of the audience members were experiencing The Florida Orchestra for the first time!
Content Planning
My content planning starts with larger institutional and ticketing goals, then organizes the campaigns, production needs, approvals, and audience-facing moments that support them across the month, season, and beyond.
A monthly editorial calendar mapping concert programming, production days, platform formats, publishing timelines, and on-site coverage across a busy season.
This calendar was organized around three core content pillars: education, ticket sales, and entertainment. That balance helped support immediate sales goals while continuing to give audiences reasons to learn, engage, and return between campaigns.