Using Social Media to Build Awareness and Drive Ticket Sales

For local nonprofit organizations, social media should do more than just promote upcoming events—it should create community engagement that inspires and uplifts.

The Ask

Educate the internal team at Heartland Sings on how to use digital marketing to drive ticket sales and create awareness around their events and community offerings.

Our Solution

Heartland Sings, a nonprofit based in Fort Wayne, is dedicated to changing lives through the magic of the human voice. To increase the number of lives the organization could reach, [B]RIGHT Brand Performance Group developed a two-pronged approach: using rich retargeting tactics and robust audience segmentation strategies, while also activating awareness and event promotion campaigns on Facebook and Instagram.

Activation and Marketing

Using our New Business Development lead-gen framework, alongside our audience segmentation strategies, we drove qualified applicants and prospects for the vocal lessons initiative at Heartland Sings. The audiences we identified were stable and scalable, converting at under $30 per lead.

To build awareness and conversions for upcoming Heartland Sings events, we utilized the native Facebook Events feature to target specific audience segments using custom email lists, lookalike audiences, and narrowing by interest. And through our managed media strategy, we were also able to drive ticket sales and increase total event awareness for more than 12 of Heartland Sings’s most coveted annual performances in a cost-effective and engaging way.

Throughout our ongoing relationship, we have increased the skill and confidence of the Heartland Sings marketing team. We continue to assist them with email marketing, collateral refinement, trade show activation, audience research, and more.

22% Decreased average cost per event response
35% Decreased average cost per ticket sale


  • Content Strategy and Creation
  • Paid Media Activation and Management
  • New Business Development Services
  • Performance Insight Reports
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