Leicester Symphony Orchestra - Case Study

Music is one of the joys of life (even for those who can’t hear through sign language interpretation for music as demonstrated at https://www.bbc.co.uk/bitesize/articles/zxt96rd ) and so I was delighted to help Leicester Symphony Orchestra (L.S.O.) out via www.mediatrust.org with some consulting to refine their digital presence so they could. reach new audiences and develop a clear actionable strategy for them to boost engagement.

They then returned to me with a budget so I could action the social media strategy I devised for them to promote their November 2025 concert. Working with them, and using my Route To Sale strategy I created and executed 5 posts in the lead up to the concert date, encouraging people to react, learn, share and ultimately buy tickets.

The Route To Sale Process

Post 1 - where and when the concert was happening, what pieces would be played and by whom, and where to buy tickets. This was shared 17 times on Facebook alone, reaching 2571 people. L.S.O. provided me with their concert poster and I created the copy, tagging the venue, enhancing the reach.This hit with people as it was information they wanted.

Post 2 - a rehearsal clip  teamed with orchestra photos and an image of Alexander Borodin sourced by me, with a link of where to buy tickets  and names of other pieces being played, to encourage or remind people of what they would enjoy once they committed to the sale. This reached 802 people.

Post 3 - a profile of the soloist, Ariel Lanyi, linking to his own social media pages and a video of him rehearsing. This announcement of the star turn encouraged shares and more people to buy tickets for the chance to see an established performer in a location outside of London. This was viewed by 1700 people, showing Meta’s preference for video as well as the effect of individual shares of which there were 17.

Post 4 - given the amount of musical summary information provided by Leicester Symphony Orchestra, I made this into 3 extra posts, summarising each piece that was being played with composer photos, giving people a further reason to buy a ticket. Collectively, these were viewed by 1290 people.

Post 5 - a reshare of the original concert poster with a link to buy, noting what was being played and by whom - a last minute reminder that was seen by over 400 people.

Overall this campaign was seen by 3,759 people, and contributed to the ticket sales of 582, which ramped up during the final week which can be attributed to that week’s daily posting. I am now working on their Christmas campaign, and am looking forward to further working with L.S.O. in 2026!

If you would like this service for your arts organisation, ensemble, orchestra, or theatre group performance, please email jo.barber@seeing-social.co.uk to set up a discovery call.