The Sound of Peace
February 22, 2025 | Arena Stage, Washington, DC
Campaign Overview
As the Manager of Branding & Social Media, I led marketing efforts for The American Pops Orchestra’s The Sound of Peace, a one-night-only candlelit meditation concert featuring mindfulness coach and influencer Michael Galyon.
The concert fostered the brand relationship with influencer Michael Galyon, who has over 1 million Instagram followers. The primary marketing goal was to maximize ticket sales, and we exceeded our target, selling out with 227 tickets.
Results
Sold out Kogod Cradle at Arena Stage with 227 attendees
Gained 250+ Instagram followers
Gained qualitative feedback from attendees
Received donations and nurtured relations with APO’s supporters
Background
Goals
✓ Sell out Arena Stage’s Kogod Cradle (200 seats)
✓ Drive brand awareness for The American Pops Orchestra and increase engagement among yoga/mindfulness audiences
SMART Objectives
✓ Sell 200 tickets by the show date through a mix of paid, earned, shared, and owned media strategies
✓ Achieve a 5x ROAS on paid media campaigns by February 22, 2025
✓ Gain at least 100 followers attributed to the event by February 22, 2025
Marketing Strategy & Execution
Digital Marketing
Meta Ads
✓ Leveraged Eventbrite pixel tracking & UTMs for conversion tracking, retargeting, and optimizing ad spend
✓ Targeted existing Washington, DC audiences, lookalike audiences, and interest-based segments (yoga, mindfulness, wellness, Peloton fans)
Social Media & Influencer Marketing
✓ Developed social media content, including an event announcement post and influencer marketing reel
Direct Marketing
✓ Executed direct email campaigns via Mailchimp, targeting APO’s DC-based audience
Traditional
✓ Sent direct mail invites to key donors and prospects to increase donor stewardship
OOH/PR & Community Relations
✓ Distributed flyers at yoga studios and wellness-centric locations throughout Washington, DC, to reach affinity audiences
✓ Established partnerships with local apartments and condos near Arena Stage, offering exclusive discounts to residents to build awareness and loyalty
✓ Developed a press release shared with local DC news outlets