Ticket to broadway | Dance Comp
Content strategy & Production, Campaign Management
Ticket To Broadway is one of the East Coast’s premier touring dance competitions, hosting regional events throughout the season before culminating in a week-long National Finals. Throughout the season, I partnered with the organization to develop and execute a content strategy designed to increase audience engagement, elevate the event experience, and strengthen the brand’s digital presence.
My role extended beyond content creation. I developed a scalable content system for each event weekend, produced high-volume recap content, and led the content strategy for National Finals—ensuring coverage remained timely, engaging, and aligned with the energy of a live competition.
strategy
Rather than focusing solely on documenting the event, the strategy centered on creating content that participants wanted to share-we wanted to create FOMO (fear of missing out). Posts were designed to celebrate dancers, showcase the event atmosphere, and create moments that studios and families would organically distribute to their own audiences. This approach extended the reach of every event, increased brand visibility, and built anticipation from one competition stop to the next, culminating in a highly successful National Finals campaign.
Scope of work
Developed and refined the organization’s social media content strategy throughout the competition season.
Produced event recap videos and photography highlighting dancers, studios, awards, and memorable moments.
Planned and executed the complete content rollout for the week-long National Finals event.
Balanced real-time event coverage with evergreen storytelling to maximize engagement before, during, and after each competition.
Optimized publishing cadence, content formats, and messaging based on audience behavior and platform performance.
Collaborated with the event team to ensure seamless content capture while maintaining a fast turnaround for same-day and next-day posting.
Results & Impact
The updated content strategy produced measurable improvements across the organization’s digital presence.
Over the final six months of the season, Ticket To Broadway averaged nearly 1 million monthly views, demonstrating sustained audience growth rather than isolated viral performance.
During National Finals alone, the content generated 563,000+ views while significantly increasing audience actions across the platform. Profile visits, website link taps, and other key engagement metrics more than tripled compared to the previous year’s National Finals, indicating that the strategy not only expanded reach but also drove meaningful interest in the brand.
By combining consistent storytelling with fast-paced event coverage, the campaign transformed social media into an extension of the live competition experience, keeping dancers, families, and studios engaged throughout the season.
Opal Group | Food & Beverage
Design & Content Production
Our partnership with Opal Group was focused on awareness and bolstering the digital footprint of the new Pittsburgh restaurant group. We began with constructing a website for the group as a whole and the three new restaurants they are opening, and photographed menu items, beverages, interior content, and influencer tastings. Now, awareness is up and excitement is building for the final two restaurants to open.
KEVIN SHEN | SOCIAL MEDIA
Photography, Videography, & Social Content
Our partnership with Kevin Shen has been centered on exposure, intentional content, and securing larger brand partnerships. By crafting intentional, authentic content, Kevin is becoming a refreshing presence in the fitness niche. Now, approaching 10 partnerships with reputable brands and over 50k Instagram followers, the growth for Kevin has been exponential.
*Kevin still manages his own social media and occasionally works with outside creators, so not all growth can be directly correlated to our time with him*
15K FOLLOWERS GAINED
7M+ TOTAL IMPRESSIONS
100+ PROJECTS
Easley Brand Solutions 