The Tennessee Entertainment Commission (TEC), a division of the Tennessee Department of Economic and Community Development, is dedicated to growing Tennessee’s film, music, television, and tech sectors.
Tennessee was already attracting major film and television productions. What it needed was a way to tell that story and turn momentum into a magnet for the creatives, crew members and musicians who could keep it going. We built the social strategy to make that happen.
The Challenge
Tennessee Was on the Map. Now It Needed to Own It.
As more high-profile entertainment projects selected Tennessee for production, including projects like 9-1-1: Nashville and EA Sports College Football 25, TEC saw an opportunity to use social media to spotlight the momentum happening across the state and encourage more creatives to connect with opportunities through its production and music directories.
The Work
Content That Connected + Converted
Starting in fall 2025, we developed a paid and organic social strategy designed to engage Tennessee’s creative community, from seasoned production professionals to aspiring film and music talent.
Organic content celebrated the people and projects shaping Tennessee’s entertainment industry through behind-the-scenes photography, talent spotlights, and industry updates. Every post was designed to position Tennessee as an exciting place to build a creative career while connecting audiences directly to real opportunities like production jobs, directory registrations, and workforce resources.
On the paid side, targeted campaigns drove registrations for TEC’s film and music directories, with retargeting tactics reaching users who had started but not completed sign-ups. Campaigns were monitored and optimized in real time against key KPIs, keeping performance sharp and messaging relevant throughout.
The results
Reach. Registrations. and a Growing Creative Pipeline.
The strategy delivered from the start, with music directory registrations increasing by more than 300 in the first month alone.
Organic content drove some of the year’s strongest engagement. A spotlight on a production professional featuring behind-the-scenes photos from the set of 9-1-1 Nashville reached 27,140 users on Facebook, generating 352 reactions, 167 comments, and 12 shares. On Instagram, the same post drove 5,136 views, 33 comments, 20 shares, and 13 saves.
TEC’s combined Q4 2025 reach across Facebook, Instagram, and LinkedIn totaled 200,164, while Instagram engagement grew from 0.9% at the start of the engagement to 3.22% by January 2026.
Most importantly, the work reinforced Tennessee’s position as a competitive and growing entertainment destination, building a connected creative community where film, television, and music professionals can discover opportunities, grow careers, and contribute to the state’s expanding entertainment economy.
200K+ Q4 2025 Combined Social Reach
~2% Engagement Rate
