St. Patrick's Community Management

Currently overseeing the social media channels of the St. Patrick’s Society. The not-for-profit organization promotes Irish-Canadian culture and heritage in Toronto. Efforts include a full calendar of events with two tentpole executions: St. Patrick’s Parade and the Celtic Island Music Festival. The focus has been on growing the community and driving year round engagement while peaking for marquee events. 

Goals were achieved by delivering content that was relevant, entertaining and educational.  This was done for audiences on Facebook, Twitter and Instagram. Post success varied by platform but there was some consistency in high performing content. Vibrant images and short videos that showcased event participants, community influencers and historical references delivered the highest engagement. Samples appear below. 

The main social media objectives were to create value for partners, increase attendance for free events and drive sales for ticketed events (e.g.  Grand Marshal's Ball,  Mundy concert). The largest and most effective platform was Facebook. Reach and engagement numbers were tripled though improved planning and better content. Multiple posts were boosted using targeted keywords to maximize ROI.  During onsite intercepts and post event research, Facebook was cited as the second most likely place for parade attendees to get information after email.

Post-event content was developed for key moments like the Devoy Academy of Irish Dance performance at the Grand Marshal Ball and the Saturday night Mundy concert on parade weekend. Features were created for affiliated groups like the Toronto Rose of Tralee and Celtic Firefighter Society to drive awareness and generate goodwill. 

I perform similar duties for the St. Andrew’s Society which advocates for Toronto’s Scottish community. Content was created to support society goals of promoting Scottish-Canadian culture,  welcoming immigrants and driving charitable donations (e.g. Inner City Outreach).