The following social media case study is a group assignment for the course: Social Media Research and Techniques at McMaster University. Objective of this assignment is to create a social media planning case study based on a company profile that a member of each group worked on for the last assignment. Our group chose the Burlington Sound of Music Festival profile by Brent Posthuma – #BSOMF
Going strong for over 33 years, the Burlington Sound of Music festival is an annual free music festival held every Father’s Day weekend in June. It takes place around the waterfront and downtown Burlington featuring with over 90 musical artists entertaining the crowd across 10 stages.
Every year the event draws over 200,000 visitors to the city, providing substantial financial assistance to the local businesses, promotion for the city of Burlington and donations that support local charities.
In 2012 the Burlington Sound of Music Festival made the list of the top 100 Festivals in Ontario for a 12th consecutive year. This festival is known as being a great family event with something for everyone.
The festival not only provides a diverse offering of both local and international musicians but also features local artists, culinary experiences, a midway, shopping, and all the benefits already within Spencer Smith Park.
In February of 1997 the festival officially became a not for profit organization called ‘Burlington’s Sound of Music Festival Inc.’ and powered the volunteer efforts provided by over 700 volunteers, 100 of which provide their services year round on their board and committees. The festival also operates year-round promoting and improving access to the arts to children ages 4 – 12 through the ‘TakingittotheStreets’ free music education program.
- Strategy document – a detailed social media strategy for the Burlington Sound of Music Festival
- Sample Video for outlined Tactic – “Sound of Music Festival Memories” – Video contest
- Powerpoint (below) – A high level overview presentation for the social media strategy for BSOMF
The information in this blog and all related documents is based on public information found online (references available at the end of this document) and from personal experiences by one of the authors. Business goals and other assumptions were made up based on a possible scenario to support this class project and in no way reflect the views or actual business plans of the Burlington Sound of Music Festival, their volunteers or anyone else related to the Festival (including their sponsors).