Belmont University Research Symposium (BURS)

A New Night Out: Students’ Exclusive Access to the Nashville Symphony

Publication Date

Spring 3-29-2024

College

Liberal Arts and Social Sciences, College of

Department

Public Relations, Department of

BURS Faculty Advisor

Bonnie P. Riechert, Ph.D., APR, Fellow PRSA

Presentation Type

Oral Presentation

Abstract

The Nashville Symphony is a nonprofit organization dedicated to serving the city of Nashville with music and community involvement. The orchestra performs more than 150 concerts annually with a focus on American contemporary music through collaborations with composers. Ambisonic Strategies, a team in the spring 2024 Public Relations Campaigns class at Belmont University, partnered with the Nashville Symphony to increase awareness of unique opportunities in the Nashville community for college students to engage with the fine arts. The team highlighted the availability of discounted ticket prices for students, specifically at the Nashville Symphony. Surveys showed that Belmont students were mostly unaware about how to engage with the arts in the Nashville community as well as receive special discount codes that are available for college students. A large proportion of survey respondents reported being unaware that as students, they could receive $15 tickets to select Nashville Symphony concerts. The team hosted several campus events to inform students about how and where they can engage with the arts and how they can access these unique student discount codes, with a primary focus on the Nashville Symphony. The team also produced several recommendations and video content that the Nashville Symphony can use in the future. Campaign success was measured by variables including WELL Core event attendance, pop-up table engagement, social media impressions and number of scans of the QR code directing to the Nashville Symphony website.

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