A Small Bite of My Work

Capturing an Audience with History

As an iconic and historic live event venue, The Midland Theatre offers a unique storytelling opportunity. Our goals were to build brand awareness, boost audience engagement, and drive traffic across platforms. We focused on encouraging our current audience to stay connected with show announcements and venue updates, while also attracting new followers through fresh, engaging content about The Midland, its history, and shows past.

Objective: Create fascinating organic posts using historic events from The Midland's past; post weekly/bi-weekly.

Result: Social channel visits increased by 153% and engagement by 1.4% within 90 days.

Bottom Line: Our goal is to sell concert tickets. With increased visibility and followers, our audience is able to stay in the know of upcoming shows. When seeing a show gaining popularity, this converts a maybe to a yes.

Memories > Material

For our Fee-Free Black Friday promotion, I launched the "Memories > Material" campaign to encourage fans to prioritize experiences over physical gifts during the holiday season. The campaign centered on the idea that making memories—especially through live music and shared experiences—is more meaningful and lasting than buying material items.

We leaned into messaging that inspired connection, nostalgia, and future joy:

“Skip the sweater. Gift a night to remember.”
“Unwrap unforgettable.”
“No shipping delays. Just singing at the top of your lungs.”

These statements were paired with visuals of fans at shows, artists on stage, and candid crowd moments to spark excitement and FOMO.

Objective: To drive ticket sales over Black Friday weekend by tapping into emotional decision-making and positioning concert tickets as the perfect, thoughtful gift.

Result: A 12% increase in ticket purchases compared to the previous year's Black Friday deal along with increased engagement. The email campaign also received a 46.1% open rate with 72.4% of subscribers clicking the "Buy Now" button.