We are a Canadian charitable organization, very passionate about performing and promoting Cantonese Opera in Canada. We want to increase awareness and support, both volunteer and financial, for our organization, locally, nationally and globally. Currently our main audience consists of grass roots members who are chinese speaking elders. Our desire is to reach out to all audience members who enjoy the arts. Our two original fusion operas demonstrate that in addition to the traditional Cantonese Operas we present performances that highlight relevant cultural issues in Canada.

To be specific, we wish to create an advertising campaign to promote the relaunch of the 2022 fusion opera - to be presented, November 2024.

We wish to continue developing the preliminary media content has been created to date using social media tools, be it in print or in the digital format. As the opera will be presented we would like to see a campaign calendar that cover the period leading up to the November Opera relaunch.

This will involve several different steps for the students, including:

• Familiarizing themselves with VCO's mission, social media campaign goals and target market.
• Identifying social media channels and strategies suitable for our company.
• Creating social media content and graphic design
• Planning types of campaign content to create for each channel.
• Identifying metrics to monitor throughout the campaign.
• Creating a social media content calendar that outlines important steps in the campaign.

Bonus steps in the process would also include:

• Recommending social media management tools to schedule our content.

By the end of the project, students should demonstrate:

• Understanding of promotion of VCO and the opera relaunch
• Social media content ready to use in social media channels and strategies
• Creation of different types of campaign content
• Identification of metrics to monitor the campaign’s success
• Further development of a social media content calendar to organize the campaign

Bonus steps would include:

• Recommending social media management tools

Final deliverables should include

• A final report with a social media content calendar.
• A 10-minute presentation.

Students will connect directly with us for mentorship throughout the project. We will be able to provide answers to questions such as:

• Our current products and social media marketing
• Our current audience demographics
• Input on choices, problems or anything else the students might encounter.