The Challenge
The challenge before Kompleks Creative
Promote awareness and attendance of Durham Central Park’s first live in-person concert series since COVID.
Returning to Live Music During a Pandemic
After the Park canceled the 2020 concert series due to the pandemic, the event made a return during the summer and fall of 2021. This series included only four shows once a month throughout the summer, instead of eight shows every other week. The Park wasn’t sure how the public would respond to one of Durham’s first live in-person events since the start of the pandemic.
Our Strategy
Audience Building, Retention and Awareness
To grow their audience, PLAYlist was in need of an effective digital strategy. We recommended using Eventbrite to capture user information, allowing the Park to turn leads into subscribers. By retaining users from their marketing efforts, the Park is able to grow their audience and awareness in the community.
Converting on Social Media
In previous years, the Park had seen success using social media marketing to supplement their advertising efforts. After research and consultation, we recommended continuing with this strategy in 2021. Using Facebook Ads Manager, we set up an ad campaign to advertise on their primary platforms: Facebook and Instagram. For the campaign, we wrote the ad copy, designed the creative assets and built custom audiences aligned with their marketing personas. Throughout the campaign, we monitored the results and optimized accordingly.
The Impact
making a difference
Even during a pandemic, the Durham community came out for the 2021 PLAYlist Concert Series. Using our strategy, the Park sold over 4,000 tickets for the series and saw a significant increase in email subscribers. Now, the Park is able to reach a wider audience to promote events, attract donors and strengthen audience engagement. On social media, our ads expanded awareness for PLAYlist and the overall Park brand. Our cost-effective ad campaign led to a high return on investment for the Park’s small budget.
SOCIAL