Edmonton Heritage Festival Association

Marketing Lead & Media Manager

Overview

From July to August 2023, I worked as a Marketing Lead and Media Manager for the Edmonton Heritage Festival Association. My roles included managing a team of two other marketing coordinators, conceptualizing and implementing a marketing campaign with a $10,000 budget, and serving as a liaison between the media and the festival. As part of the marketing campaign, I redesigned the entire website, implemented SEO on the homepage, created ads for our digital marketing campaign, and constructed and oversaw the marketing campaigns on Google Ads, Facebook Ads, Instagram Ads, and TikTok Ads. The campaign was incredibly effective, as my team's work set record highs in website traffic and social media engagement, marking a milestone in the festival's history. Our efforts resulted in over 2.3 million dollars in gross sales over three days. The content below includes screenshots of the newly designed website, specific traffic metrics related to the campaign, and the created social media content and ads.

Website & SEO

A screenshot of the redesigned homepage of the website. I selected the colour palette to be used, wrote all content for the webpage, selected all imagery, and implemented a strategic menu and hyperlinks to enhance the user experience and navigation.

Crowd of people attending the Edmonton Heritage Festival outdoors, with tents and decorative banners in the background.

The website metrics were measured against the same period over the past 30 days, relative to the time of the festival from last year.

For year-over-year comparison:

  • Site sessions: 202 100 (2022) > 291 500 (2023) Increase of 44%

  • Unique Visitors: 120 900 (2022) > 181 800 (2023) Increase of 50%

  • Max sessions per day: 39 992 (2022) > 55 428 (2023) Increase of 39%

Line graphs comparing monthly site traffic for 2022 and 2023, showing a significant increase in sessions, unique visitors, and session duration in August 2023, with labels highlighting the respective years.

Here is a further breakdown of the website traffic.

For year-over-year comparison:

Google: 168 200 (2022) > 218 600 (2023) Increase of 30%

Facebook: 2023 (2022) > 34 805 (2023) Increase of 1620%

Direct: 21 322 (2022) > 24 280 (2023) Increase of 13%

Bing: 1940 (2022) > 2735 (2023) Increase of 41%

Comparison of website traffic sources for 2022 and 2023 showing Google, Facebook, Direct, Bing, and Unknown channels with their respective session counts and growth percentages.

Facebook Ads

Collage of cultural activities at Edmonton Exhibition from August 5-7, including traditional dances, food vendor preparing pizza, cultural dress performances, and visitors enjoying food and crafts. Text overlays promote experiencing world culture and learning more via QR code.

Here is an ad I created for our campaign, which was used for both Instagram and Facebook ads. The ad was our best-performing ad out of our ad set on our campaign.

On Facebook, the ad generated 20,330 link clicks, reached 182,977 users, and garnered 752,223 impressions. The ad was listed as an “Above Average” ad on the Facebook quality ranking.

Social Media

A few sample posts I created for the Instagram & Facebook page that utilized keeping a consistent brand look while creating useful guides and sharing award winners.

Heritage Festival Map Guide with decorative orange shapes and star accents, designed to help navigate a new site.
Group of people standing in front of an archway with a sign that reads 'SHALOM' and 'Israel 50th Anniversary.' They are holding a certificate and celebrating their first place win for best vignette at an event.
A graphic promoting the Edmonton Heritage Festival 2023 Entertainment Awards Results, featuring illustrations of traditional dancers and cultural patterns.