St. Pete Pier x Grand Opening

Overview

In 2020, amidst a global pandemic, the St. Pete Pier emerged as a beacon of hope for the community, signaling a triumph of local determination and resilience after years of closure.

Before the reopening, we implemented a robust communication strategy that required constant monitoring and adaptation in uncertain times. Our efforts spanned social media, website updates, and public relations initiatives to effectively engage with the community.

During the actual reopening, we meticulously orchestrated a launch aimed at resonating positively with locals, laying the groundwork for widespread acceptance and enthusiasm. This included organizing a socially distanced influencer meet-up, strategically managing announcements, and securing extensive media coverage.

These initiatives not only facilitated the successful relaunch of this iconic attraction but also solidified its role as a vibrant symbol of community unity and rejuvenation during a period marked by uncertainty.

How Did I Make an Impact?

Role: Senior Social Strategist, Social Content Strategist, Influencer Strategist, Public Relations Event Coordination

Website

I played a pivotal role in collaborating closely with development, account, and creative teams to spearhead the website content strategy. This strategy was intricately designed to align seamlessly with other marketing efforts while spotlighting the new attractions and their offerings. We effectively showcased the Pier's revitalized appeal to our target audience by ensuring cohesive integration across platforms.

Email Strategy

I collaborated closely with production and client teams to implement a direct email strategy and email acquisition campaign aimed at promoting the opening while effectively communicating COVID policies to potential visitors.

Influencer Strategy

I led the strategic marketing campaign for the Pier's reopening, collaborating closely with client teams and our internal PR department. I devised and implemented a comprehensive communication strategy, orchestrating press coverage, leveraging influencers, and coordinating an exclusive insider preview for both influencers and press.

In addition, I took charge of communication across paid and organic social media channels, ensuring seamless follow-up and maximizing coverage impact.

 
 

Results

  • Website Launch Success: The launch of the St. Pete Pier's website exceeded expectations, achieving substantial traffic within the first three months. Time spent on site surpassed industry benchmarks, indicating strong engagement and interest from visitors.

  • Social Media Impact: A strategic social media campaign concurrently cultivated a dedicated and expanding following year over year, enhancing brand visibility and community engagement.

  • Sneak Preview Event: The sneak preview event garnered extensive organic coverage and featured content on influential creator-owned platforms. These efforts accelerated platform growth and significantly amplified brand recognition for the St. Pete Pier.

  • Influencer Collaboration: Social media influencers involved in the sneak preview continued to advocate for the Pier, sustaining enthusiasm even two years post-opening. Content generated during this event surpassed impressions goals by 40%, demonstrating effective influencer engagement.

  • Post-Grand Opening Engagement: Following the grand opening, ongoing collaboration with influencers led to a remarkable 60% increase in audience engagement across owned channels within the initial three months, exceeding set goals. Over the subsequent two years, the audience base expanded, cementing the Pier's vital role within the community.