Born in Dublin’s Liberties, St. Francis F.C. are a football club with a rich history stretching over 63 years. Although they’ve faced some adversity in the past, St. Francis have always managed to come through the tough times and continue to have a reputable program, backed by a strong community that they’ve become a key part of.
Goal
The main goal was to drive signup to St. Francis F.C.’s youth programs. For the design and media team I joined, a key component to reach this goal was driving greater awareness of these opportunities in the community and beyond.
Execution
Giving St. Francis a fresh social media presence was key to this campaign. With the start of the ‘21/’22 season ahead we hit the ground running. The media team set to increase content output on Instagram, Facebook and Twitter. This included match-day posters, player updates, event posters and flyers.
Using these new assets, we ran a short cycle of social advertisements to get the word out as quickly as possible. Following the success of this campaign we pushed to grow the overall social presence of the football club.
Through the insights we found the platform dictates what is the best content. Fans on Facebook engaged most with historical content, harking back to the club’s storied history (with a focus on the FAI Cup Final in 1990). By contrast, users on Instagram prefer slick graphics and content focusing on the the latest news from the club, such as new signings, match scores, and training updates.
Results
Signup rate increased 100%
Post engagement on Facebook +304%
Click here to see the Facebook page
Accounts reached on Instagram +272%
Accounts engaged on +684%
