Since 1959, the Okanagan Symphony Orchestra (OSO) has been a cultural pillar in the Okanagan Valley, enriching lives through the power and emotion of live orchestral music. Renowned for its versatility and artistry, the OSO performs a wide repertoire, from Baroque to contemporary works.

As the orchestra prepared to launch a new season, they recognized the need for a stronger, more unified presence on social media. Their goal was twofold: establish a visually consistent and coordinated identity across platforms, and generate maximum awareness and engagement to ensure the season’s success. Without a structured content approach or paid amplification strategy, they risked their new season going unnoticed in an increasingly crowded digital landscape.

I built a full-service social media strategy designed to elevate the OSO’s brand and drive real audience growth.

Starting from the ground up, I developed a comprehensive content calendar to ensure consistent, strategic posting across Instagram and Facebook throughout the season. Every graphic was designed by me to maintain a cohesive visual identity that reflected the orchestra’s elegance and energy. Captions were crafted to connect with both loyal patrons and new audiences.

A key gap in the OSO’s previous approach was their limited use of Reels. Recognizing the format’s reach potential, I introduced Reels as a core part of their content mix. I worked directly with the OSO to have them send me recorded footage from rehearsals and performances, which I then composed and edited into engaging Reels that brought the energy of live orchestral music to a wider audience.

To maximize reach, I launched a multi-objective paid media campaign on Meta, combining traffic, awareness, and engagement ads to move audiences from discovery to ticket purchase. The result was a coordinated social presence that brought the OSO’s new season to life — on and off the stage.