PLAYlist Concert Series is an annual live concert series hosted by Durham Central Park. The series invites the Durham community to enjoy a night of free music, dancing, food trucks and more. Since 2018, PLAYlist has presented artists such as Rebirth Brass Band, Joshua Gunn, Gabriel Garzon-Montano, Valerie June and Al Strong to an adoring, often dancing, multi-generational audience. As a sponsor, Kompleks has led the marketing for PLAYlist since 2018. In 2021, we faced our biggest challenge yet due to the ongoing COVID-19 pandemic.
Promote awareness and attendance of Durham Central Park’s first live in-person concert series since COVID.
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.
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.
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.
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.