Case Study: Social Media Audience Building (Non-Profit) - Hawaii Youth Symphony

Background: Hawaii Youth Symphony (HYS) is a non-profit organization that sees making music as a right, not a privilege, and firmly believes in the importance of making music accessible to Hawai‘i’s communities, especially its keiki. The HYS mission is to help youth develop to their fullest potential through orchestral music, in the setting of the islands’ unique culture.

Vibe took over management of HYS’ Instagram and Facebook accounts from August 2017 through May 2018, and again in April 2020. The main target demographic was local Hawaii residents, with the goal of increasing brand awareness, donors, and student enrollment. 

Strategy: Team Vibe created a music-focus and musically inspired lifestyle aesthetic and theme to appeal to the target demographic. This theme incorporated the various programs offered by HYS to educate followers on what HYS specifically offers. 

Local Hawai‘i residents who had an interest in music education and the arts would be attracted to HYS’ social media. By utilizing engaging images capturing the youthful energy of HYS’ students, paired with an effective and relevant brand voice, Vibe was able to increase brand awareness while building an actively engaged online community. 

Results: Over the time period of August 2017 - May 2018, HYS’ Instagram followers grew from 555 to 3560. Facebook followers grew from 1,834 to 2,148. 

In April 2020, Vibe took over management of HYS’ social media accounts once again. From the six months of May 2020 through October 2020, Instagram followers grew from 4,093 to 5,672. Facebook followers grew from 2,502 to 2,708. 

Over the same six-month period in 2020, HYS’ average Instagram engagement rate was 2.41% compared to an industry average of 1.75%.* Its average Facebook engagement rate was 2.20% compared to an industry average of 0.12%.*

*Using an average of the Non-Profit industry in Rival IQ’s 2020 report.  

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