Well In: BANFF
Full Scale Marketing Strategy & Execution | Wellness Festival & Events
Marketing Work & Impact
Throughout the 2026 festival season, I managed the majority of Well In: BANFF’s digital marketing, working directly with founder across strategy, content, advertising, and community management. My role covered the lead up to the festival, the event itself, and the shift into year round brand building afterward, growing brand awareness, supporting ticket sales, and strengthening community engagement along the way.
Key Insights & Results
Running a festival’s marketing solo means wearing a lot of hats at once. Strategist, designer, video editor, and community manager, often in the same week. Working across that full scope from January through the festival gave me a complete picture of the brand, which became the foundation for the more focused content strategy that followed.
280,219 views generated across the April to June content push
Driven by a high volume content strategy of 39 to 44 posts per month, supported by paid ads to extend reach beyond the organic audience
175% increase in accounts reached
Grew to 77,327 accounts reached between April 8 and June 8, with paid ad support playing a major role in pushing content beyond existing followers
322% increase in business address taps
A strong signal that content and ads were driving real intent to attend, not just passive scrolling
121% increase in profile visits
Profile visits grew to 3,762, boosted by increased visibility from both organic content and ad placements
100.8% increase in profile activity
Overall profile activity nearly doubled, reaching 4,340 total actions
421 new followers gained
Bringing the account to 9,041 total followers
Content Creation & Video Production
This was the core of my day to day work with Well In: BANFF, producing the bulk of what actually showed up in feeds, stories, and print.
– Designed social media graphics and carousels posts covering wellness education, instructor spotlights, festival announcements, vendors information, behind the scenes and more. Posting nearly 40+ content pieces a month
– Created print and digital posters and event promotional materials for sue across festival’s marketing
– Edited short form video content for Instagram and Facebook, including reels built for each platform
– Repurposed existing festival footage into new social assets across multiple campaigns
– Organized and ran several promotional campaigns throughout the year, including two Teacher Takeover series that brought instructors into the spotlight from start to finish
Content Strategy & Social Media Management
– Planned and executed the full social media strategy leading up to, during, and after the festival
– Adapted tone and messaging by platform, including rewriting content for LinkedIn to suit its professional audience
– Produced festival recaps and evergreen wellness content to keep the page active between campaigns
Brand Storytelling & Messaging Strategy
– Helped shape and communicate the overall story and identity of Well In: BANFF
– Shifted messaging over the year from short term conversion campaigns toward long term community connection
– Contributed ongoing strategic input on campaign ideas, ticket sales growth, and new audience opportunities
Campaigns & Paid Advertising
– Planned and executed festival launch, ticket release, pass specific, and countdown campaigns
– Created and managed paid advertising, boosting high performing organic content to extend reach
– Identified which content was worth paid promotion based on performance, not by default
Community Management, Influencer & Partnership Work
– Managed day to day community engagement, responding to comments and DMs and resolving attendee concerns
– Recruited and coordinated influencers and UGC creators, managing deliverables and discount code campaigns
– Built cross promotional relationships with local businesses, wellness brands, instructors, and vendors
– Ran grassroots outreach across Facebook groups and local wellness communities
Newsletters & Posters
Promotional & Sales Content
Spotlight Content
Post Festival Strategy & Content Evolution
Once the festival wrapped, I shifted the content strategy from event driven marketing into a year round educational content ecosystem. Rather than going quiet between festivals, Well In: BANFF now shows up consistently with content that reflects the brand’s values, not just its ticket dates.
– Built out a new content strategy centred on why offline time matters, the value of in person gathering, and time spent in nature
– Developed two distinct visual content streams: editorial style wellness carousels and WIB branded graphics built to feel distinctly on brand
– Established a repeatable slide by slide carousel format to keep production efficient month over month
– Wrote and scheduled a full monthly content calendar
– Shifted caption style to be shorter and more conversational, with calls to action calibrated to how much each graphic already communicates
