I first joined the Greater Downtown Glendale Association in 2024, just two weeks before their annual International Women’s Day event. With limited runway, I created and launched a full social strategy and grassroots outreach plan that increased attendance by 55% year-over-year. I designed branded templates, coordinated timing across platforms, partnered with local organizations for amplification, and helped refine event messaging to reflect the community’s voice.

Building on that momentum, I led the full 2025 campaign strategy from the ground up. This included developing a detailed content calendar, sourcing and scheduling over 50 Instagram Stories and 11 feed posts, creating a toolkit for event partners, and managing Meta Ads to extend the campaign’s reach. Despite a delay in ad approvals, we exceeded our targets through strong organic performance and smart partner amplification.

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Ticket sales rose from 81 in 2024 to 100 in 2025, and attendance reached 111. Instagram reach grew by 470%, views increased by over 420%, and link clicks jumped by 5,800%. On Facebook, views surpassed 43K and reach improved by 23%. The campaign was featured in both pre- and post-event coverage by the Glendale News-Press and was amplified by partners like the City of Glendale, Valley Economic Alliance, and Chamber of Commerce.

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Though the 2025 budget was expanded to support a higher-quality production and guest experience, resulting in a net financial loss, the increased visibility, media coverage, sponsor interest (including Regents Coffee and Celsius), and community feedback confirmed the campaign’s long-term brand value. This project also reinforced the importance of early alignment with city and chamber partners to maximize promotion and ticket sales in future years.