01 / The Challenge
As the orchestra grew and rebranded, they needed a stronger way to connect with new audiences without losing longtime supporters
The transition from Panama City POPS to Panama City Symphony marked an important shift in identity. At the same time, each new season required fresh campaigns, sponsorship integration, ticket promotions, and digital assets across multiple platforms.
With limited nonprofit budgets and a goal of reaching younger and more regional audiences, their marketing had to work harder, and smarter, every year.
02 / Our Strategy
Supporting Every Season with Strategic Consistency
Instead of treating each concert like a one-off project, we helped the Symphony build a rhythm they could rely on. Each season brought new themes and guest artists, but the way concerts were branded, promoted, and presented stayed consistent.
That meant coordinated print and digital materials that felt fresh without starting from scratch, helping grow the audience while keeping longtime supporters engaged.
03 / Print & Digital Design
Bringing Each Concert to Life
Every concert season came with an enormous range of creative needs. A single performance could require concert graphics, newspaper ads, posters, lobby signage, social media assets, digital billboards, website graphics, sponsor materials, and ticket promotions, all adapted across multiple sizes and platforms.
From large-scale seasonal campaigns to last-minute sold-out graphics, every piece needed to work clearly and consistently wherever audiences encountered the Symphony.
04 / Website Design & Development
A Simpler Path to the Symphony
As the organization evolved from Panama City POPS to Panama City Symphony, it was the right time to reimagine the website as well. The new site carried the updated branding online while creating a more approachable experience for first-time visitors and longtime patrons alike.
One of the Symphony’s biggest priorities was making the website easier to navigate for people who may be discovering the orchestra for the first time. We focused on making upcoming performances, ticket information, and season details simple to find without overwhelming users with unnecessary complexity.
Individual concert landing pages, streamlined navigation, and a more visually engaging homepage helped showcase the energy and variety of each season while making the path to attending a performance feel clear and inviting.
05 / Paid advertising
Promotions That Packed the House
As the Symphony worked to reach younger and more regional audiences, digital advertising became another important piece of the mix. Concert campaigns were tailored around specific themes and interests, helping performances connect with audiences beyond traditional symphony circles.
Even with modest nonprofit budgets, the results were strong. Multiple campaigns generated thousands of clicks at an average cost under $0.20 per click, helping drive sold-out performances for concerts like My Favorite Things and Music of the Cosmos.
