Bringing Merrill Arts Center Back Into the Spotlight
Client: Merrill Arts Center
Role: Social Media & Communications Coordinator
Growth Period: June 2026 – current client under contract
Overview
Merrill Arts Center had something many established organizations would love to have: years of history, talented people, strong programming and meaningful stories to tell.
What was missing was a consistent digital presence to tell those stories.
Coming out of the disruption of COVID and years of limited social media activity, MAC needed more than someone to simply start posting again. The brand needed a digital foundation, a recognizable voice and a content strategy that could reconnect with existing audiences while introducing the organization to a new generation of families, performers, patrons and supporters.
My role was to help bring that presence back to life.
The Challenges
- Limited digital presence following years of inconsistent social media activity and the disruption of COVID.
- No cohesive social strategy connecting performances, camps, auditions, fundraising, education, and organizational priorities.
- Inconsistent brand voice and messaging across digital platforms.
- Heavy reliance on promotional graphics with limited human-centered photography, video, and behind-the-scenes storytelling.
- Reactive marketing rather than planning ahead for launches, performances, registration periods, and seasonal campaigns.
- Untapped stories and personalities within the organization that weren't being leveraged to build audience connection.
- Limited systems for measuring performance and using analytics to guide future content.
- Opportunity to rebuild awareness and engagement with families, performers, patrons, donors, and new audiences.
The Strategy
Built the foundation: Developed a social media playbook defining brand voice, audiences, content pillars, platform strategy, and recurring content themes.
- Planned ahead: Created a structured content calendar, working 60–90 days ahead of performances, auditions, camps, and seasonal promotions.
- Made it human: Shifted content toward people-first storytelling through behind-the-scenes footage, interviews, staff and performer features, humor, and short-form video.
- Created across channels: Produced photography, video, graphics, copy and digital assets designed to work across social, email, web, and Google.
- Measured + refined: Used engagement and performance data to identify what resonated and continuously improve the content strategy.
Digital Assets & Social Management
Alongside strategy, I created and managed MAC's digital presence across platforms — ensuring a cohesive brand voice, elevated visuals, and measurable engagement.
- Instagram: View MAC's Instagram
- Facebook: View MAC's Facebook
- TikTok: View MAC's TikTok
- X: View MAC's X
The Transformation & Key Performance Results
Within the first months of implementing a new social strategy, MAC saw significant growth in visibility, engagement and video consumption across its digital channels.
FIRST MONTH IMPACT:
- +154% Overall Impressions
- +193% Overall Engagements
- +1,172% Video Views
And the momentum continued. By July 28, MAC generated 24.7K impressions, 10.3K video views and 682 engagements across its social channels.
- +141% engagements in July
- 16.3K views in July
- 383 engagements
- +16 new followers
- +120% views in July
- +291% Reel views
- +453% engagements
- 3.6K+ Reel views
TikTok
- 8.7K video views in the first month of the new strategy
- +918% video views compared with May
- +1,244% engagements compared with May
- Engagement rate grew to 4.6% by July
YouTube
- Reintroduced consistent video content after little to no previous activity
- 82 video views + 2 new subscribers in June
- Continued growth and publishing into July
THE IMPACT SO FAR
The biggest transformation isn't simply higher numbers. It's giving Merrill Arts Center a digital heartbeat again.
Social media is becoming a place to discover opportunities, meet the people behind the performances, celebrate students and staff, and build excitement around what's happening at MAC.
In just a few months, we've established a clearer strategy, recognizable voice, consistent content system and stronger approach to visual storytelling.
The transformation is still underway—and now there's a foundation built to keep the momentum going.
The transformation is still underway:
With a clear strategy, stronger storytelling, and consistent content now in place, MAC is seeing measurable growth across its digital platforms. The next chapter is about building on that momentum—expanding reach, deepening engagement, and creating a sustainable online presence for long-term growth.
Ready to show up confidently online and in person?
Let’s blend beauty and branding into a strategy that captures your unique style and attracts your dream clients.
Send me a message and let’s create a brand presence you’re proud to shine with.