I joined the Digital Comms team as social media manager, working alongside Karen Pappin, who led the effort, and Roisin Crowe. I created and scheduled social media content following the plan prepared by our team lead, while also having the freedom to suggest post formats, frequency, and captions to match the energy and vibe we wanted to achieve. I also supported the Startup ATLAS project, mainly on scheduling, though I had more creative freedom on the IT Summit itself.

We promoted across LinkedIn, Instagram, and Facebook, using Canva for design, ChatGPT for content support, Google Docs for review workflows, and Paddypost for scheduling.

Our campaign followed a structured, six-phase arc:

Phase 1: Pre-Registration (Awareness & Positioning)

Before registration even opened, we began building early awareness and positioning the summit as relevant, accessible, and valuable to a broad audience. The focus was on introducing the event and its purpose, establishing the "AI for all" positioning, and generating curiosity and early interest. Our key messaging themes centered on three ideas: AI is relevant across industries, the event is open to all, and the focus is on practical, real-world value - not hype.

Phase 2: Registration Launch (Consideration & Education)

Once registration went live, our goal shifted to encouraging sign-ups by clearly communicating who the event is for and why it matters. We created audience-specific messaging tailored to different sectors - SMEs, startups, agriculture, tech, education, and more. We focused on explaining benefits and use cases, and on reducing barriers with messaging like "no technical background needed." This phase was driven by demographic and industry posts, value-driven content, and strong, consistent calls to action.

Phase 3: Momentum Building (Engagement & Trust)

As the event approached, we worked to maintain interest and build credibility. This meant reinforcing the value and relevance of attending, highlighting the venue and experience at the Dell Technologies campus, and strengthening trust through consistent messaging. The "open to all" message was reinforced throughout, and we used a balanced mix of static posts and reels to keep the content dynamic.

Phase 4: Countdown (Urgency & Conversion)

In the final stretch, we shifted to time-based messaging - counting down from 10 days to 1 day out. The content was designed to create a sense of urgency while pairing clear benefits with emotional pull. We repeated key details (who, where, why) and used increasingly direct calls to action. This phase featured countdown posts, reel-style content that consistently received strong engagement, and a tone that grew more focused with each passing day.

Phase 5: Final Push (Last Chance to Register)

On the last day before the event, the goal was simple: capture any remaining sign-ups. We stripped the messaging down to the essentials - clear logistics (date, time, location), strong urgency ("last chance"), and removal of any remaining friction. This was a single high-impact post with simplified messaging and a strong conversion-focused call to action.

Phase 6: Event Coverage (Live Engagement)

On the day itself, the work didn't stop. The goal was to capture the energy in the room and extend the summit's reach beyond the attendees who were there in person. This meant real-time storytelling - showcasing the atmosphere, the panels, and the people.

One thing I particularly loved about this project was creating reels that told a story around each topic or campaign moment. I consistently received feedback that they had a great message and very good energy, thanks to the animations and music choices I put in place.