As AMI and its programs continue to grow, our social media content needs to become more intentional, consistent, and audience-focused.
Each program has a different target audience and marketing objective. For example, AMI primarily communicates with students and families interested in music education, while AYCO focuses on young musicians and their parents, CVC reaches violinists and their families internationally, and GigHubb focuses on people and organizations looking to book live entertainment.
We currently have many opportunities for content, including student and faculty stories, educational information, performances, events, auditions, competitions, enrollment campaigns, testimonials, and program announcements. However, we need a clear framework for determining which content should be prioritized for each audience and platform.
We are looking for a volunteer to help us move from primarily campaign- and event-driven posting toward a more strategic and repeatable content approach.
We believe that establishing the strategy and content pillars first will provide the foundation for future projects involving our visual identity, content calendar, templates, and workflow.
By the end of this project, we want to have a clear, practical social media strategy and content pillar framework for American Music Institute (AMI) and its three affiliated programs: American Youth Chamber Orchestra (AYCO), Chicago Violin Competition (CVC), and GigHubb.
The pro bono consultant will create a strategy document that includes:
Social media goals for each program
Target audience overview and key audience needs
Content pillars and recommended themes for each program
Content priorities to help determine what types of content should receive the most focus
Platform recommendations for Instagram, Facebook, LinkedIn, TikTok, and YouTube
Content mix recommendations balancing educational, engaging, community-focused, and promotional content
Recurring content ideas that can become ongoing series
Content repurposing recommendations for adapting content across platforms
Actionable recommendations for our marketing team
What Success Looks Like
Success would be having a clear strategic framework for what content to create, who it should reach, and what purpose it serves.
The completed strategy should help our marketing team:
Create more intentional, audience-focused content
Clearly differentiate AMI, AYCO, CVC, and GigHubb
Identify consistent content themes and opportunities
Better support enrollment, auditions, competitions, events, and bookings
Make better use of existing photos, videos, stories, and program information
The strategy will also serve as a foundation for potential future projects focused on a brand book/visual style guide and a content calendar, templates, and workflow system.
The final deliverable should be practical, easy for our team to reference, and specific enough to guide future social media planning and content creation.
