Media Relations and Digital Strategy Working Hand in Hand
The social media assets for Pennsylvania Ballet were robust, well engaged with, and the primary drivers of traffic to Pennsylvania Ballet’s website throughout the 2014-2015 performance season. When the dancers took leave for their annual three month summer break at the end of the 2015 season, the interesting content fodder also left. With no access to the dancers, Maven had to create a new strategy that would keep audiences engaged during the summer break.
Maven's media and digital teams worked closely together to create a robust summer campaign that incorporated media placements from the past season and industry hashtags to keep social audiences engaged. By promoting media placements, the digital team was able to interact with publications, industry influencers and Pennsylvania Ballet's current followers to keep Pennsylvania Ballet top of mind during the hiatus.
Pennsylvania Ballet's Facebook following grew to 21,230 (+15.7%) over the three month break, achieving their six month follower goal in just six weeks, with an average of 2,502 link clicks per month. Pennsylvania Ballet's Twitter following grew to 14,279 (+3.7%) over the three month break and had an average of 307 link clicks per month.