CASE OVERVIEW
Spivey Hall at Clayton State University is a concert hall located in Morrow, GA, that prides itself on superb acoustics, outstanding international musicians, and intimate concert experiences. Since 1991, its founders, employees, and supporters have worked together to create an ideal space to showcase the world’s best talent in classical music, jazz music, and beyond. Additionally, Spivey Hall puts a big focus on supporting young musicians through children’s choirs, workshops, online demonstrations, camps, and training. Spivey Hall’s Young People’s Concerts series won the prestigious Abby Award for arts education in Atlanta. Since the concert hall is affiliated with Clayton State University, Spivey Hall is home to hundreds of college-aged students pursuing music degrees & music educators.
Spivey Hall is well-loved by many patrons, which has allowed them to build up a donor base to help continue their dream to ensure all music lovers hear music in the best possible way. They receive regular donations to help sustain the artistic excellence of their world-renowned concert series and educational programs. Spivey Hall also has a volunteer base that helps make concerts an even better experience for guests while allowing these volunteers to gain free access to excellent music.
For decades, Spivey Hall has received consistent national and international attention as one of America’s finest music halls due to its ideal acoustics and design. They have made frequent appearances on American Public Media’s “Performance Today,” enabling them to earn a national reputation while also reaching an international audience through publications like BBC Music Magazine and International Arts Manager. Artists often sing this concert hall’s praises after performing there and frequently become repeat performers.
OUR APPROACH
Spivey Hall hired the Pipeline Social Media team in September 2021 to help manage their social media accounts and Google Ads. While our client already had a fairly large fanbase, they did not have a clear, consistent strategy for how to market themselves to keep their current fanbase engaged or how to find more people who would love their concert hall. Spivey Hall had an advertising budget for Facebook and Instagram but needed an expert when it came to how to best allocate those funds to reach the most people. The concert hall also received a grant from Google for free Google Ads, but they needed someone to manage it effectively for them. Spivey Hall had access to plenty of high-quality photos and videos of performers but did not have the time to create posts. In short, before our services, our client already had several marketing tools and funds to work with but they needed someone to help them complete the puzzle.
Spivey Hall’s goals were primarily to have a consistent social media marketing & advertising strategy, free up some time to focus less on running their social channels, and reach a younger audience to bring new supporters into the fold while still supporting their current fanbase.
To reach their goals, our team created a custom posting strategy & advertising budget plan for Facebook, Instagram, Twitter, and Google Ads. Since virtually all of their content is time-sensitive, it was crucial for them to have an organized approach when it came to their posting schedule. We wanted to market their concerts several months in advance to allow plenty of time for drumming up interest, keeping everyone informed, and filling seats. Additionally, each concert needed its own advertising plan to effectively spend the budget before showtime. We placed an experienced Account Manager and Senior Community Manager in charge of developing and executing their goals. We speak with the client regularly to collaborate on the content, talk over their monthly report, and make sure we are always on track with Spivey Hall’s vision.
As we’ve already stated, Spivey Hall already has a fanbase that loves their concert hall. They receive lots of feedback on social media but simply did not have the time to answer every notification. That is where our Reputation Monitoring services come in. Our team catches every comment, like, message, review, and question from fans so we can maintain an engaged community.
Important Topics:
- Upcoming Concerts featuring International Artists
- Subscription Benefits
- Educational Concerts
- Free Concerts for the Community
- User-Generated Content
- Federal Holidays & National Holidays Related to Music
CHANNELS & OUR SERVICES
Social Media Channels
- Google My Business
Facebook & Instagram Advertising
- Page Promotion Ads – Follow Ads
- Traffic Ads – Website Click Ads
- Brand Awareness Ads
- Page Engagement Ads – Boosted Posts
- Event Promotion Ads
Google Ads
- Responsive Search
- Dynamic Search
RESULTS AT A GLANCE: 2022 STATISTICS
Spivey Hall Facebook Stats for January 2022-December 2022
- Facebook Impressions (number of times content was displayed to users) – 2,184,323
- Facebook Engagements (reactions, comments, shares, clicks) – 93,822
- Instagram Impressions (number of times content was displayed to users) – 353,787
EXAMPLES OF OUR WORK
Concert Content
Spivey Hall’s content mainly consists of posts directly related to upcoming concerts. The Pipeline team posts daily about the details of their current and upcoming concert series. Below are just a few examples of this kind of content.
Volunteer Posts
Spivey Hall’s robust volunteer & donor base set them apart. We included content to support this so that they can continue to find even more people to help keep their vision alive.
Customer Reviews Posts
Spivey Hall receives frequent accolades from guests and performers so we love to give that even more exposure. Patrons often chime in for these posts to show even more love in the comments.
User-Generated Content Posts
The more we post user-gen, the more user-gen photos we receive. It’s important to show real people in your feed so fans feel like they are part of a living, breathing community.
Spivey Hall Education Posts
We often highlight the many educational programs and concerts that Spivey Hall offers for students of all ages.
CSU Music Department Posts
Spivey Hall partners with the Music Department at Clayton State University to offer free concerts to the community and to give the musicians a space to practice and share their skills. They often partner with other schools and organizations as well, so it’s good content to display Spivey’s value for community collaboration.
Other Posts We Love
Below are just a few more kinds of posts we’ve created for our client. We like to post a good blend of many types of content to test what fans like.
Final Notes
As social media marketers, we’ve loved the opportunity to work with such an artistic, distinguished organization and help get the word out about all they offer the music & education community. Are you interested in getting more exposure for your concert or event venue? Contact us and sign up for your free digital marketing consultation to see how we can help!
View More Marketing Case Studies: Pipeline Social Media Case Studies
Pipeline Social Media is a Digital Marketing Agency that offers three approaches to help you increase your social media presence: we can fully manage your social media accounts, we can teach your team how to do it in-house, or we can monitor/coach your team along the way and report back to you. Ask us about our Google AdWords management, web design, and SEO website packages. Contact: 678-814-4601 | 280 Country Club Drive, Suite 200, Stockbridge, GA 30281
