XL Center, Pratt & Whitney Stadium, Hartford Wolf Pack
The XL Center, Pratt & Whitney Stadium, and Hartford Wolf Pack are located in Hartford, CT. These venues host a variety of events and concerts, including UConn Football, UConn Hockey, UConn Women's Basketball, and UConn Men's Basketball. The Hartford Wolf Pack is the AHL affiliate of the NY Rangers.
The Story
We use social media to increase awareness of our upcoming events and convert followers to ticket purchasers. We post engaging content to bring awareness to the variety of events happening and create a more positive sentiment in the community. Newly created, the XL Center Sports Bar's social media includes posts about upcoming food and drink specials.
The Solution
The solution for the 4 entities included the following steps:
-
Posting content consistently across platforms with varying messaging depending on the platform and audience
-
Researching current trends in social media and creating content that allowed us to engage with followers
-
Signing up for new social media platforms like Tiktok and Threads
-
Posting behind-the-scenes and more interactive content
-
Responding to all user-generated content and comments
-
Tracking Google Analytics and social media analytics to see what types of content our target market was engaging with the most
The Results
The results included the following:
-
Increased social media followers on each platform on average
-
Instagram: +106%
-
Facebook: +24%
-
Twitter: +16%
-
-
Multiple posts with over 1 million views (examples on Gondola)
-
2.5 Million Organic Reach on the Wolf Pack's Facebook page per month
-
Increase in Facebook Reach upwards of 188%
-
Organic reach of over 5 Million on the XL Center's Facebook page in FY23
XLCenter.com
HartfordWolfPack.com
RentschlerField.com
XL Center Sports Bar
Sandler Center
The Sandler Center is located in the Town Center in Virginia Beach. It has seven resident companies and hosts a variety of events.
The Story
Each year the Sandler Center has over 400 events. We used social media to connect arts and entertainment in Virginia Beach.
The Solution
The solution for the Sandler Center included the following steps:
-
Varying posts between art and entertainment
-
Staying up to date on how the Facebook, Twitter, and Instagram newsfeed algorithms were changing in relation to how our content reached our followers
-
Posting engaging and fun content throughout our social media sites related to music, arts, and upcoming events
-
Tracking Google Analytics and social media analytics to see what types of content our target market was engaging with the most
SandlerCenter.org
The Results
The results included the following:
-
Increased social media followers on each platform by upwards of 68%
-
Created an integrated social media presence
Chartway Arena
Formally Ted Constant Convocation Center. The Constant Center is home to a variety of events and concerts, including Old Dominion University Basketball.
The Story
The entertainment industry has to compete with different mediums for consumers' disposable income so we hoped to use social media to convert followers to ticket purchasers. We aimed to increase brand awareness and customer engagement by creating more engaging content across all of our social media platforms.
The Solution
The solution for the Constant Center included the following steps:
-
Interacting with ODU students and posting consistently about upcoming athletic games
-
Researching current trends in social media and creating content that allowed us to engage with followers
-
Posting engaging and fun content throughout our social media sites related to music, sports, and upcoming events
-
Tracking Google Analytics and social media analytics to see what types of content our target market was engaging with the most
-
Showcasing you did not have to be a student to attend events
ChartwayArena.com
The Results
The results for the Constant Center included the following:
-
Increased social media followers on each platform by upwards of 16%
-
Created obscure content for Spectra buildings during slow periods
-
Created an integrated social media presence
Fund My Travel
Fund My Travel is the #1 online fundraising platform for traveling. Assisting travelers on their trip abroad. A part of the GoAbroad.com family.
The Story
During the Summer of 2016, FundMyTravel was working on developing a marketing campaign that created a stronger communication narrative and expanded its digital profile. By combining travel and fundraising on various social media accounts they wanted to inspire followers to create a campaign or donate to a campaign on the website. Working in a fast-paced and constantly changing environment, FundMyTravel wanted to increase brand awareness and customer engagement with their social media sites.
The Solution
The solution for FundMyTravel included the following steps:
-
Expanding their digital profile to include social media sites they were not already on
-
Responding to all user-generated content
-
Posting engaging and fun content throughout their social media sites related to travel, fundraising, and budgeting
-
Reaching out to partners in targeted social media posts
-
Tracking Google Analytics and Facebook Analytics to see what types of content our target market was engaging with the most
GoAbroad.com
The Results
The results for FundMyTravel included the following:
-
Created an Instagram and Pinterest account
-
Increased social media followers by 15%
-
Increased Facebook engagement by 85%
-
Increased Facebook reach by 86%
-
Increased Twitter Impressions by 27%