Advancing Music Equity Through a Statewide Instrument Donation Strategy and Brand Recognition Campaign

During the annual Instrument Donation Drives, GHG implemented a comprehensive, statewide communications strategy, combining targeted media outreach with localized storytelling. Press releases, media advisories and customized public service announcements were distributed across key markets including Boulder, Colorado Springs, Grand Junction, Longmont and Pueblo, with a focus on rural amplification. Broadcast media was prioritized to drive awareness quickly, supplemented by strategic radio placements and interviews to deepen audience connection. Print and digital outreach ensured message consistency across platforms.

An organic social media campaign sought to engage users outside BMTL’s normal followers emphasizing partnerships and strategically tagging local musicians, recipient schools and partner organizations. Additionally, hyperlocal engagement strategies—such as targeted Nextdoor posts—were used to connect directly with neighborhood audiences and drive participation at the community level.

To elevate BMTL’s brand recognition and encourage year-round engagement from donors, partners and schools, GHG engaged in a digital refresh. The organization’s website was refreshed to enhance accessibility, incorporate value-based story-telling and highlight calls to action. BMTL’s social media strategy was completely re-vamped to include consistent posting, tagging and engaging content. Additionally, a new mid-year fundraising campaign highlighting the need for financial contributions to repair the instruments was deployed on the website, social media and through email marketing.