Case Study: A Sign of the Times

QUICK OVERVIEW

In the last 12 months, VBG Creative has acted as the full-service digital marketing team for A Sign of the Times, a legacy nonprofit in Charlotte, NC. Our efforts led to a 60%+ email open rate, 44,000+ Facebook views, and a 212% increase in Instagram followers. We also helped generate 927 Facebook link clicks, supported multiple sold-out events, and strengthened community engagement through strategic storytelling and campaign execution—all while preserving the organization’s cultural and historical identity.

Charlotte, NC

Campaign Duration: Ongoing (12 months)

Services: Email Marketing, Social Media Management, Ad Strategy, Design, Content

Overview

A Sign of the Times (ASOTT), a legacy nonprofit rooted in music, culture, and community, partnered with VBG Creative as its fully outsourced marketing team.

Over the course of 12 months, our role expanded from basic graphic support to leading strategy, execution, and growth across all digital channels.

Toni Tupponce & Tyrone Jefferson

We at A Sign of the Times of the Carolinas have found the VBG Creative Agency to be a remarkably helpful blend of young technicians with old sensibilities. They continue to increase our reach to a broader and more diverse community. - Toni Tupponce

The Challenge

• Re-engage an existing audience and grow a younger, more digital-savvy community

• Strengthen brand visibility and consistency across email and social platforms

• Support programming and concert promotion with a limited budget and lean staff

• Modernize legacy storytelling without losing the brand’s historic voice

Our Strategy

Email Marketing Overhaul

• Redesigned all email templates for readability, mobile optimization, and brand alignment

• Implemented a consistent monthly and campaign-based newsletter schedule

• Introduced segmentation, A/B testing, and subject line optimization

Social Media Management

• Established a content calendar for Facebook & Instagram aligned with key events, seasons, and campaigns

• Combine organic storytelling with strategic paid promotion to maximize reach

• Designed custom assets for campaigns, concerts, merchandise, and community events

• Implemented short-form video into the content mix

Event & Campaign Support

• Ran seasonal campaigns like Straight Ahead Jazz, Pride for Parents, and year-end fundraising

• Created custom RSVP workflows to reduce friction and improve event turnout tracking

The Results

Email Performance

• Email open rate increased to 60%, well above the industry average

• Increased click-through rates and reduced unsubscribes with tailored content strategies

• Grew active subscriber list with better onboarding and re-engagement flows

Facebook (Jan 1 – Jun 11, 2025)

• 44,031 total views

• 21,411 reach (↑ 14%)

• 927 link clicks (↑ 85%)

• 113 new followers (↑ 61%)

• 2,325 profile visits

Instagram (Jan 1 – Jun 11, 2025)

• 1,805 views

• 105 content interactions (↑ 1.4%)

• 95 profile visits (↑ 3.3%)

• 25 new followers (↑ 212.5%)

The Impact

Our long-term partnership helped position A Sign of the Times as a digitally active, culturally resonant brand without losing the heart of its historic mission. The combination of strategic content, performance marketing, and relationship-focused email led to record-breaking community engagement, growth in online event RSVPs, and increased donor activity. The consistent digital presence also boosted the organization's confidence in storytelling, leading to stronger community partnerships and long-term positioning.