“DB Bands Social Media Engagement”

2024 Marketing and Promotion Award Recipient

Dobyns Bennett High School Bands

Kingsport, TN


My social media engagement initiative aims to create meaningful and informative interactions across various platforms such as Facebook and Instagram. We share valuable content, encourage discussions, and foster a supportive community that’s passionate about music education within our community while maintaining an online presence nationally.


The objectives of our social media engagement initiative include:

Educate: Disseminate accurate, easy-to-understand information about current events within the Dobyns-Bennett High School Band program such as upcoming performance dates, fundraising, alumni opportunities and more.

Raise Awareness: Increase public awareness about the importance of music education within our community as well as our achievements locally, nationally, and internationally.

Community Building: Create a supportive online community where individuals can connect and stay up to date on current events within the Dobyns-Bennett High School band program.

Feedback: Listen to the concerns, suggestions, and questions from our online audience, integrating their feedback to improve our content.

Target Audience

The target audience for our social media engagement initiative is diverse, but we have a primary focus on:

General Public: We aim to reach individuals with varying levels of familiarity with the Dobyns-Bennett High School Band, from those with limited knowledge to those with extensive knowledge of our program. Educating the general public about benefits, challenges, accomplishments, etc. is crucial for widespread understanding of our program.

Students and Educators: Engaging with students and educators allows us to foster interest in the Dobyns-Bennett High School Band among our peers, our student’s peers, and the next generation of musicians and performers.

Policy Makers: Influencing policymakers is essential to advocate for regulations and policies as it relates to music education. By providing them with accurate information and showcasing public support for music education, we aimed to have a positive impact on the regulatory environment.

Industry Professionals: Engaging with professionals in music education helps us to exchange insight and discuss best practices.

Stakeholders: Communicating regularly with stakeholders and creating a positive understanding helps to build effective long-term relationships with key groups. A strong relationship brings a range of benefits.

The focus on this diverse audience allows us to create a well-rounded community that learns, discusses, and advocates for the Dobyns-Bennett High School Band.


The overall timeline for our social media engagement initiative has no specific timeline but is designed to be a continuous effort with these key items in mind:

  • Planning & Strategy
  • Define objectives, target audience, and key messages
  • Develop a content strategy, including topics, formats, and posting schedule
  • Create high-quality, informative content that aligns with our voice
  • Ensure content is engaging, shareable, and easily digestible
  • Regular posting
  • Consistently share content
  • Engage with the audience through comments, replies, and discussions
  • Monitor analytics to assess the effectiveness of different content types and posting times
  • Launch targeted campaigns for special occasions or fundraising campaigns
  • Regularly evaluate the initiative’s impact, gather feedback, and adjust the strategy based on audience preferences and trends

The flexible timeline allows us to establish a strong online presence, engage with our audience consistently, and adapt our approach based on real-time data and feedback.

Overview of Planning and Execution

The planning and execution of our social media engagement initiative involved director of bands, Lafe Cook, as well as color guard director and graphic designer for the Dobyns-Bennett High School Band, Jed Garvey.

  • Tasks: Overall management, strategy development, coordination, overseeing the initiative, creating informative and engaging content including graphics, videos, and social media posts. Managing social media platforms, scheduling posts, responding to comments, engaging with the audience, monitoring analytics, responding to questions, and ensuring a positive and inclusive environment.
  • Time Commitment: High, with continuous involvement throughout the initiative with content creation happening regularly, requiring time for research, writing, design, and editing.

Time commitments vary based on the phase of the initiative and the specific needs.

Tools and Resources

We utilized a combination of tools and resources to effectively execute our social media engagement initiative:

  • Social Media platforms such as Facebook and Instagram, and possibly others based on the target audience
  • Graphic design tools like Adobe Creative Suite for creating visually appealing graphics and images
  • Video editing software for producing engaging video content
  • Research in what is trending in social media content creation, graphic design, and marketing
  • Surveys, polls, or comment sections on social media posts to gather feedback from the audience

Having the right tools and resources enables us to efficiently manage our social media presence, create engaging content, measure impact, and maintain effective communication with our audience.

Marketing and Promotion

We employed a combination of strategies to market and promote our social media engagement initiative, which had a positive impact on our overall efforts:

  • Engaging Content: Focused on creating high-quality, engaging content that provided value to our target audience. This included informative visually appealing graphics and videos which encouraged sharing and increased our reach.
  • Consistent Posting: Maintained a consistent posting schedule to keep our audience engaged and informed. Regular updates ensured that our initiative remained visible on our audience’s feeds, leading to increased visibility.
  • Hashtags and Trend Utilization: Leveraged relevant hashtags and trends to increase the visibility of our content. This helped us tap into existing conversations and reach a larger audience.
  • Cross-Promotion: Collaborated with other organizations, businesses, and stakeholders, especially those aligned with our initiative’s goals, to cross-promote each other’s content. This expanded our reach and introduced our initiative to new audiences.
  • Audience Engagement: Actively engaged with our followers, responded to comments, addressed questions, and encouraged discussions. This built a sense of community and increased the likelihood of our content being shared.

The positive impact of these strategies was evident in several ways:

  • Increased Reach: Our posts reached a larger and more diverse audience, leading to more followers and higher engagement rates.
  • Higher Engagement: More likes, comments, shares, and active participation in events, indicating a growing and engaged audience.
  • Positive Feedback: Received positive feedback from followers and peers, indicating that our content was informative and valuable to them.
  • Policy Advocacy: Our increased visibility enabled us to more effectively advocate for music education within our community.

These strategies combined to create a dynamic and impactful social media presence that effectively advanced the goals of our initiative.


For our social media engagement initiative, we did not incur many expenditures to ensure its success. Some of the common expenses include:

  • Content Creation: Cost for creating high-quality content, including graphics, videos, and any other visual or written materials. This might include hiring graphic designers, writers, or video editors.
  • Tools and Software: Subscription costs for social media management tools, analytics platforms, content creation software, and any other specialized tools used to enhance the initiative’s effectiveness.
  • Miscellaneous Costs: Other expenses that might arise during the initiative.

It’s important to note that the amount of expenditures can vary based on the scale of the initiative, the target audience, the frequency and complexity of content creation, and the level of promotional activities.


During our social media engagement initiative, we did not face many challenges or obstacles, but some included:

  • Audience Engagement: Initially, we struggled to get meaningful engagement from our audience, with low likes, comments, and shares on our posts. To overcome this, we revamped our content strategy, focusing on more engaging and interactive posts. We also actively responded to comments and initiated discussions, encouraging participation.
  • Content Quality: Maintaining a consistently high standard for content was challenging. We overcame this by developing clear content guidelines, involving multiple team members in the review process, and seeking external feedback to continuously improve our content’s quality.
  • Content Diversity: We faced issues with content becoming repetitive, leading to follower fatigue. To address this, we diversified our content by exploring different formats (e.g., videos and graphics), covering a wider range of content.
  • Resource Allocation: Balancing the workload and time commitments of the team members was challenging. We addressed this by refining our team’s roles, ensuring clear communication, and occasionally outsourcing specific tasks to professionals when necessary.

By addressing these challenges with a combination of strategy adjustments, continuous learning, and a flexible mindset, we were able to improve the effectiveness of our social media engagement initiative and achieve our objectives.

Success/Effectiveness Measurement

Yes, our social media engagement initiative was effective, and we measured its success through various key performance indicators and data points:

  • Follower Growth: We tracked the growth in the number of followers across our social media platforms. Significant and consistent growth indicated that our content was attracting new and interested individuals.
  • Engagement Metrics: We monitored likes, shares, comments, and other forms of engagement on our posts. Higher engagement rates demonstrated that our content resonated with our audience..
  • Audience and Peer Feedback: We paid attention to audience feedback, comments, and direct messages. Positive comments, constructive criticism, and inquiries about our process for creating social media content indicated that our messaging was resonating.

By regularly reviewing and analyzing these data points, we were able to measure the effectiveness of our initiative and identify areas for improvement. The positive trends in follower growth, engagement, web traffic, event participation, and recognition supported the notion that our initiative was making a meaningful impact.

Community Impact

Our social media engagement initiative had several positive impacts on our program, school, district, and local community:

  • Increased Awareness: By promoting our program on social media, we raised awareness about the program’s activities, events, and achievements within our community. This led to a broader understanding of the value of music education.
  • Community Engagement: Social media provided a platform for community members, parents, and students to engage with our music program. Asking questions, sharing experiences, expressing support fosters a stronger sense of community involvement.
  • Showcasing Talents: We used social media to showcase the talents of our students. We share videos and photos, highlight individual achievements, and post updates, giving our students a sense of recognition and pride.
  • Recruitment and Enrollment: Our social media presence helps attract new students to the Dobyns-Bennett Band program. By sharing the benefits of music education, showcasing the program’s successes, and creating a positive online image, we increased interest and enrollment.
  • Fundraising and Support: We utilized social media to promote fundraising efforts, crowdfunding campaigns, and sponsorship opportunities. The increased visibility led to more support from local businesses, parents, and community members.
  • Advocacy for Arts Education: Our initiative became a voice for advocating the importance of music education in schools. By sharing the benefits of music, we contributed to the broader conversation about the value of creative subjects in the curriculum.
  • Positive Impact on Community: By promoting music and performing, we contributed to a positive cultural impact in our local community, enhancing the appreciation for the arts and fostering creativity among residents, which can have long-lasting effects.

Overall, our social media engagement initiative played a crucial role in enhancing the profile of our music program and contributing to the overall cultural and educational enrichment of our school, district, or local community.

Advice for others?

If you’re looking to replicate our social media engagement initiative in your own community it’s important to define clear goals, know your audience, strategize content, engage with your community, promote events, be positive and inclusive, and stay educated.

Supporting Materials