The document discusses three social media campaigns run by the Kennedy Center to promote shows and increase ticket sales. The Once campaign utilized promoted and non-promoted posts over one month leading up to the musical's opening night. The New York City Ballet campaign similarly featured promoted and non-promoted posts but was run without an outside company. Finally, the Flying Dutchman opera campaign had promoted and non-promoted posts that strategically used limited artwork of the opera's ship to promote the show through Washington D.C.

1. Kennedy Center Social Promotion Campaigns: Facebook
Campaign:​ ​Once the Musical
Campaign Objectives:​ To increase show awareness and drive ticket sales
Overview:​ The ​Once ​campaign contained 5 promoted posts and 5 non­promoted posts, distributed over a 1
month period­­leading up to opening night of the show. This is an example of a typical Capacity Interactive
campaign in which I developed content copy, utilization of visual assets, and roll out schedule.
Top performing posts:
Campaign: ​New York City Ballet
Campaign Objectives:​ To increase show awareness and ticket sales
Overview: ​The New York City Ballet campaign contained 3 promoted posts and 7 non­promoted posts
leading up to the show run. This is a campaign that we ran ourselves, without the use of Capacity
Interactive.
Top Performing Posts:
Campaign: ​The Flying Dutchman
Campaign Objectives:​ To generate awareness of upcoming opera and drive ticket sales
Overview: ​The Flying Dutchman​ campaign consisted of 6 promoted posts and 8 non­promoted posts. This
is an example of building a campaign with very few assets. We knew we weren’t going to have production
shots until the opera was in full swing, so I developed a creative strategy that utilized part of the art (the
ship) and “sailed” it through D.C., with excellent result.
Top Performing Posts: