We worked with the Dominican University Theatre Arts program to establish its first social media presence and develop a strategy aligned with the program’s primary goals: increasing awareness of upcoming productions and auditions, attracting more audience members to shows, and communicating that auditions were open to all Dominican University students—not just Theatre Arts majors. Because the program had never maintained a social media presence before and our work together was limited to one semester, we focused on building a sustainable foundation they could continue using after our partnership ended. We developed a cohesive brand kit, created and optimized their Instagram profile with a search-friendly name and bio, and established a consistent content strategy centered around auditions, productions, and program updates.

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Through the new social media presence, we were able to expand the program’s reach among Dominican students, faculty, and members of the surrounding community. Promoting auditions helped increase participation from students outside of the Theatre Arts program, while consistent promotion of the fall production contributed to increased awareness and attendance at shows. To ensure the program could maintain its momentum after our work ended, we provided reusable templates, content structures, and posting guidelines that allowed the Theatre Arts team to independently maintain a professional and consistent social media presence.