Shadows-on-the-Teche: A Case Study

Shadows-on-the-Teche is a historic home and cultural site in Louisiana, offering educational tours and events that celebrate the history, culture, and stories of the region. Through immersive programming, the museum seeks to engage both local residents and visitors from around the world.

The Challenge

Shadows-on-the-Teche was in the process of reintroducing itself to the public and faced the challenge of rebuilding its brand and visibility after a period of reduced engagement. The museum aimed to reconnect with past visitors and engage a new generation of museum-goers, attracting a broader, younger, and more diverse audience. At the same time, it needed to reach regional, statewide, and international visitors, all while working with a limited marketing budget.

The Solution

The goal was to leverage social media as a tool for engagement, education, and event promotion, driving visitation and participation in museum programs while engaging both locals and tourists through educational, historical, and culturally rich content.

Firefly Marketing implemented a comprehensive strategy focused on high-impact, low-cost marketing tactics designed to maximize engagement and reach.

• Content Pillars: Established core content pillars that balanced education and engagement:
  • Events: Promote upcoming events and share photos and videos from past events.
  • Behind the Scenes: Give audiences an insider look at the museum’s operations and staff.
  • Educational Programs: Highlight classes, workshops, and tours.
  • News & Updates: Share announcements, changes, and historical insights.
  • History & Storytelling: Educate audiences on the site’s historical and cultural significance.
• Consistent Posting: Developed a posting schedule to maintain engagement and educate the audience regularly.
• Branded Graphics & Visual Content: Created social media templates and graphics to reinforce the museum’s identity, leveraging new photography and videography.
• Targeted Paid Campaigns: Launched low-budget, event-specific ad campaigns to maximize reach and visibility around key events.

The Results

Over the course of one year, the Firefly team executed a strategic digital campaign that delivered clear, measurable results:

• Facebook Growth: 7,700 → 8,046 followers (+346)
• Instagram Growth: 1,885 → 2,052 followers (+167)
• Engagement:
  • Facebook: +15%
  • Instagram: +100%
• Organic Reach (Instagram): 4,046 → 100% increase
• Paid Campaigns:
  • Total spend: $600 over 3 campaigns
  • Reach: 117,268 people
  • Clicks: 2,136
  • Video views: 210,145
• Visitation: Attendance returned to pre-COVID levels.
• Program Attendance: Increased participation across educational and event programming.