MY ROLE
Social Media
Graphic Design
Copywriting
Video Editing
Performing Arts Series
Grow PAS's social media presence and event ticket sales through strategic content marketing.
PROJECT TYPE
Part-time job
DURATION
4 years
TOOLS
Canva
Figma
Adobe Illustrator
CapCut
Overview
PAS is a signature cultural program within the College of Creative Arts, presenting high-quality music, theater, and dance performances to the campus and greater Oxford community.
PAS serves audiences across Ohio, Indiana, and Kentucky by showcasing a diverse range of artists, from nationally recognized headliners to student performers, creating accessible, enriching artistic experiences for all.
For four years, I led social media communications for Miami University’s Performing Arts Series (PAS), helping rebuild its digital presence on Instagram, Facebook, and TikTok, strengthening audience connection and supporting ticket sales growth.
The challenge
Post-COVID, PAS struggled to reach students digitally, resulting in low awareness and engagement despite active programming. The absence of in-person visibility and a targeted social strategy led to weakened campus relationships and underperforming ticket sales.
The challenge was to rebuild awareness and trust through a refreshed, student-centered social media strategy —repositioning PAS as an active, accessible, and essential part of campus culture.
Integrated social media plan
​I built a semester-long content calendar aligned with PAS performances, key campus dates, and seasonal moments to ensure consistent, timely posting.
Each show followed a 2–4 week promotional campaign featuring artist and student spotlights, educational content, interviews, and show details. During off-show periods, I created student-life and Miami University–focused content to maintain engagement and strengthen school pride.
Work Worth Scrolling Through.
Here’s a collection of my work: real content, real results, and moments that helped the brand’s voice stand out across channels.
No Generic Stock Photos
All content was created in-house to add value and personality to the brand, using original videos and photos from the shows provided by our Assistant Director, photographer, and myself.
Working at the show as an usher, content creator, and assistant house manager gave me direct experience of the operations, which strengthened the storytelling and was reflected in our communications.
More Than Just Shows
While many campus organizations rely on basic event announcements and post-event photo recaps, I took a different approach with PAS: bringing the brand to life through visual storytelling, educational content, artist interviews, and behind-the-scenes moments.
Behind The Scenes
To keep our audience up-to-date with the operations of PAS, I developed a video series that spotlighted in-office and backstage activities at the Performing Arts Series. The content gave donors and stakeholders an authentic view of PAS’s culture. ​​
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​For donors, it delivered transparency, built trust, and consequently, increased donations.
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For students and Oxford locals, it reflected PAS’s audience-centric culture, values, and commitment to artistic experience.
Campus and Community-Centered Video Content
Student Interviews​​
Collaborative campiagn featuring students getting excited for a PAS event.
Artist Greetings
Personalized greetings from artists and performers.
Season Updates
Semesterly campaign featuring upcoming events and what not to miss.
Venue Tours
Cuts of the historical venues that are performed by PAS artists.
Educational and Engaging Content
Each show launched with a dedicated campaign featuring educational and engaging content: artist highlights, what to expect, and “know before you go” details.
To make the posts stand out from other posts, I used carousels, videos, and infographics to make the content more visually appealing and encourage audience interaction.
By diversifying content formats, I transformed promotions into engaging, educational storytelling rather than simple announcements or calls to action.
Strong Audience Response
Authentic content that delivers results. This example is just one of the many successes achieved through our content strategy.
This organic post performed exceptionally well, with standout metrics that reflect strong audience engagement, visual appeal, and an effective content strategy that resonated with the audience.
Numbers That I'm Proud Of
​209%
Increase in reach
33%
Increase in followers
419%
Increase in TikTok views
2
sold out shows
Tabling and Pop-Up
To support our digital efforts, I represented PAS at campus and community festivals to gauge student awareness, recruit volunteers, and promote early discounted ticket sales.
Key Takeaways
In a crowded campus event landscape, my work focused on building long-term trust and awareness so PAS became a destination students actively chose, not just another event. Re-establishing a new audience segment is never easy, but through a people-centric mindset and consistent strategy, we exceeded expectations.
I also learned that brand tone extends beyond digital. In a small college town, in-person marketing, relationships, and reputation are just as powerful as an online presence. That’s why tabling, pop-up events, and direct collaboration with student organizations became essential parts of the strategy.