Master’s Project

This project is a St. Patrick’s Day campaign for the City of Tulsa Pipes and Drums, a Scottish bagpipe band in Tulsa. St. Patrick’s Day was chosen due to the fact that it is the band’s biggest event of the year.

This campaign completed primary and secondary research. Secondary research was done on theories and tactics used in this campaign. Primary research was conducted via an online Qualitrics survey. 

This project aimed to increase awareness of the band in the Tulsa area. Specific goals include raising social followers by 10% and making content for their newly formed YouTube channel. Another goal would be to increase the money earned during the event.

We did this through strategically chosen boosted posts on Facebook or Facebook advertisements. This campaign will also use different headlines and graphics in order to catch the audience’s attention.

Although the St. Patrick’s Day events were canceled due to the outbreak of COVID-19, this campaign still managed to have several positive outcomes and meet several goals set before the beginning of the campaign. The Facebook page managed to increase followers by almost 30% while the Instagram increased by 6%. We gained four new email subscribers and increased website viewers to 92.6%.

Although the band was not able to make as much money in the past due to the cancellation of events, they did sell 4 t-shirt for $57.

Lastly, they were able to add one video to their YouTube during the quarantine and have plans to add a second focusing on their St. Patrick’s Day set once the quarantine has ended. This video had 79 views and 43 unique viewers on YouTube and gained the band, three new subscribers.