ICON: Auditions

Client
Wesley Chapel Theater Group

Year
2026

Campaign
Show Marketing & Social Media

Background

The work was there, the passion was there... but the online presence wasn’t quite matching it yet.

Wesley Chapel Theater Group was preparing for ICON: Auditions, an original musical comedy by a local playwright, when I joined the team. After reviewing their social presence, I saw an opportunity to create a stronger identity for the show and build more excitement around the production.

The goal was to balance promotion with personality, giving people a real sense of the cast, the energy, and what they could expect from the show. Over three months, I worked alongside WCTG’s board and show directors to bring the campaign to life across branding, content, and social media.

My Role

  • Branding & Design — Developed the show’s visual identity and created cohesive promotional materials for digital and print.

  • Social Media Management — Managed campaign content across Instagram, Facebook, and TikTok.

  • Content Creation — Produced graphics, copy, Reels, TikToks, and promotional content throughout the three-month campaign.

  • Audience Engagement — Created interactive content and giveaways to build excitement and encourage participation.

An intro I created for WCTG to play during the show and include in the official recording for YouTube.

Campaign Strategy

The strategy centered on three goals:

build a recognizable identity, create content audiences wanted to engage with, and reach beyond WCTG’s existing following.

BUILD THE IDENTITY

Cohesive black-and-gold branding across digital and print.

BUILD THE CONNECTION

Timely social content built around key moments throughout the campaign designed to encourage engagement.

Content designed to reach beyond WCTG’s existing audience and introduce the production to new viewers.

BUILD THE GROWTH

172K+

Results & Impact

Views on top-performing Reel

22K+

Likes on top-performing Reel

398%↑

Week-over-week content views*

99%

Views from non-followers*

*Based on Instagram Insights from a campaign-period performance week.

And it’s still growing. The campaign’s top-performing Reel continues reaching new audiences beyond the production’s original three-month run, with more than 172K views and 22K likes to date.

The Show Goes On

Want to see more of the campaign? Take a look backstage and explore my ICON: Auditions content across WCTG’s Instagram and TikTok.

WCTG Instagram
WCTG TikTok

The Reviews Are In

A few words from the people I had the pleasure of creating alongside.

  • Samantha Grahn, WCTG Board Member

    "Kelsey has played a key role in shaping our visual identity by creating stunning logos, eye-catching flyers, and engaging social media content that truly captures the spirit of our organization. Her creativity, professionalism, and attention to detail have helped elevate our theater and connect us with our community in meaningful ways. She is responsive, easy to work with, and consistently delivers high-quality work that exceeds expectations."

  • Rodney Bueno, ICON: Auditions Director

    "Kelsey was so great to work with! She created amazing posts and ads for my production and I honestly owe the success of that show to her work! She was easy to communicate with and I was always satisfied with her work the first time she showed me. She definitely knows her stuff!"

  • Dr. Allison Duque, ICON: Auditions Cast Member

    "From the start, Kelsey created a structured plan with timelines, organized a team, and kept everything running smoothly over the course of three months. Thanks to her leadership, the theatre’s social media presence saw significant growth across platforms. Kelsey also offered professional headshots to cast and crew. I couldn’t be happier with the results. Kelsey is talented, professional, and a pleasure to work with."