Classical KING is a non-commercial classical music radio station in Seattle, Washington. It is owned by Classic Radio, a nonprofit organization. KING airs classical music programs meant to be accessible and appealing to all — from the technical aficionado to the intrigued newbie just diving into the genre.
Modern, accessible social media strategy for a modern, accessible radio station
Client
Services Provided
Social Blueprint
Organic Social Management
Organic Social Management
Results in Summary
35 pages of strategy & tips
3 post templates
Recommended workflow to support regular posting
3 post templates
Recommended workflow to support regular posting
The Goals & Challenges
Having recently rebranded, Classical KING needed its social media to match their new branding and direction — but wanted to ensure they were doing so thoughtfully and strategically. Another challenge? As with many non-commercial/nonprofit organizations, their team was stretched thin and didn’t have the time to dedicate to setting this strategy.
The primary goals were developing an effective strategy to increase followers; creating post templates that featured their new brand assets; and establishing a workflow to ensure their team could execute the strategy; and, perhaps most importantly, building and engaging an online community of classical music lovers from all walks of life.
Our Solutions
Because the KING team eventually wanted to manage their own social media (highly encouraged!), we recommended a Social Media Blueprint to set their team up for success. Our Social Media Blueprint is a comprehensive document that outlines strategy, post designs, and more, researched and customized for each specific business.
Industry Research & User Personas
We conducted in-depth industry research to identify major competitors, assess their positioning, and determine how KING could both meet and exceed audience expectations for content.
To better understand the exact audience they were trying to reach, we researched and developed three user personas to humanize the approach. Social media, after all, is social; it’s critical to remember that you’re creating content to engage with other human beings.
Reusable Post Design Templates
After thorough research and benchmarking, we developed content pillars — essentially, different categories of posts that KING could easily create and cycle through to maintain an organized social calendar — and a post design template for each pillar.
The post templates were all aligned with KING’s new branding. Our designer created these post templates in Canva, making it easy for anyone on the team, regardless of their graphic design experience, to use them to create new social posts.
Effective Workflow & Implementation
One of the biggest challenges with organic social media is establishing a realistic process for consistent posting. There are a lot of moving parts, and it can be challenging for businesses to manage them effectively amid competing priorities.
To this end, we collaborated with the Classical KING team to gain a deeper understanding of their current processes, availability, and resources. We then recommended a workflow that met them where they were, ensuring they could implement our outlined strategy with success.
From Our Clients
I worked with Odd Dog Media on social media for my organization. They did a beautiful job designing Facebook posts and helping launch a new Facebook group. It was a joy to work with them.
See this review on Google →
Brenda BarnesClassical KING
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