CASE STUDY

Rosemount High School Marching Band

Project type: social media, b2c
2012 – 2016

Context:

This was an ongoing social media project for the top high school marching band in Minnesota who was looking to improve their overall social online presence when they were selected to appear in the 125th Rose Parade. My primary goal was to help boost the band’s local and national profile, fundraising efforts, and corporate sponsorship through likes and shares.

Challenges:

When I began this project, the band had very little social presence (under 200 Facebook page likes, no Twitter or Google+ accounts) while showcasing the excellence and ambassadorship that is strived for by each of the band’s student members and instructors.

Project Scope:

• More active posting and promotion of the band’s Facebook presence
• Set up and build the band’s Twitter and Google+ profiles
• Set up both a current and alumni parent network to share tips, tricks and information as the band continues to increase its national presence
• Partner with other parent volunteers to cross-brand and cross-promote the marching band’s activities, events, competitions, and appearances
• Successfully onboarded the new Social Media Coordinator, June 2015
• Managed and executed social strategy for the 2016 reveal and press conference of the Macy’s Thanksgiving Day Parade Selection Announcement

Notable Results:

• Grew RHSMB’s Facebook page likes / follows from under 200 to over 3000
• The Macy’s Thanksgiving Day Parade announcement event saw the highest single post reach in the band program’s history (51,116) and an overall high of all of the week’s related posts of 82,842.