Running the San Antonio Tricentennial’s End-To-End Social Media

Together with the Tribe, managing the San Antonio Tricentennial’s end-to-end social media was an opportunity I cherished. The opportunity to reach so many and to communicate such a historic event was something I’ll always remember.Below is a brief skeleton summary of our social plan of attack we undertook upon taking over the account in July 2017 and lasting through December 2018.2017: The Build UpHyping New Year’s Eve

• During July through November, teaser “Brand Awareness” objective ads ran, teasing the Tricentennial’s huge New Year’s Eve celebration to kickoff the year.

• Ads were extremely successful in generating awareness, excitement, and curiosity, garnering 75,575 engagements and 442 shares over 5 months
• As New Year’s Eve approached closer in December, we launched 5 concurrent campaigns, each focusing on a different KPI objective. An Event Response campaign, directing people to RSVP the New Year’s Celebration event page (different creative graphics were used, A/B tested for performance)

• A Website Traffic focused campaign, designed to attract San Antonians to the New Year’s Eve celebration’s landing page, where folks could learn more about more about the event and logistics

• Additional ads directed viewers to the event’s VIP ticket purchase landing page

• Complimentary posts highlighted miscellaneous event logistics, in addition to posts counting down the days to the celebration

• Concurrent campaigns further drew hype to the Tricentennial as a whole, highlighting the Tricentennial’s brand new website, calling for volunteer help, spotlighting national news, and teasing upcoming Tricentennial year programs
• Promoting the Tricentennial’s new website

• Calling for volunteers, sponsors, and partners

• Highlighting programs and upcoming partner events
• Arts and Culture

• Highlighting Merchandise

• December 31^st – January 1^st – New Year’s Eve Celebration: Kicking off the Tricentennial End-to-end live social media coverage gave San Antonians at home a glimpse of the celebration.

• Highlighting Merchandise

• Commemorative Week, the centerpiece week of the Tricentennial, was supported by a multi-tiered build-up campaign, focused on generating awareness, website traffic, and Facebook event responses.

• An interactive video series, featuring San Antonio Spurs’ Game Host, Chuck Curaeu, further sparked excitement

2018 Tricentennial Facebook stats:

• 38,948 Shares
• 22,987 Comments
• 303,000 reactions
• 76,000 link clicks for the year
• 26,000+ unique San Antonians reached every day
• 12 million + impressions amazed
• Each 411 Facebook posts published in 2018 generated an average of 888.5 engagements per post

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