CASE STUDY:
SPINNING YARNS SPEAKER SERIES
I launched a monthly speaker series to foster more engagement with the audience and within Canada's wool industry. Each speaker was carefully selected to spark both interest and dialogue among attendees. Nearly every installment achieved full attendance, which helped to elevate the organization's national profile.
OVERVIEW
During my time at the Campaign for Wool Canada, I created the Spinning Yarns Speaker Series. The idea came into fruition as a response to feedback asking for more engagement. The series is designed to educate, inspire, and connect participants. Each month, speakers from across the wool supply chain share their experiences, challenges, and insights from throughout the industry. As the organizer, I curated a dynamic range of speakers, from farmers and producers to artists, to reflect the full scope of the Canadian wool industry. The event was produced at no cost to the organization.
Social media: Facebook, Instagram, and YouTube
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Emails
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Eventbrite
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GOALS
Increase engagement with stakeholders from across the Canadian wool industry by providing more opportunities for conversation and dialogue
Share insights into the Canadian wool industry by featuring speakers from different segments of the industry who represent diverse perspectives
Foster a sense of community while building meaningful connections through compelling and purposeful content that resonates with the audience
Strengthen the national presence of the Campaign for Wool Canada through consistent and high-quality programming and increased community engagement
Create a unique visual identity that is easily recognizable as part of the Spinning Yarn Speaker Series that also reflects the look of the organization
Utilize social media to expand reach, connect with new audiences, and increase attendance, with a focus on the organization's new YouTube channel
Social Media Posts
IMPLEMENTATION
For each installment, I managed the end-to-end planning for each event, including scheduling, promotion, and post-event engagement. The messaging around each event was tailored to suit each speaker and their audience, as well as our broader audience.
Eventbrite
Eventbrite
Post-Event Engagement
YouTube Recording
RESULTS
7.4K
YouTube Views
800
Attendees over 11 events
The Spinning Yarns Speaker Series evolved into an integral part of community engagement in the Canadian wool industry. The series generated overwhelmingly positive feedback and reached full attendance at nearly every event. It helped bolster the organization’s visibility within the Canadian wool industry while positioning it as a leading voice in Canadian wool.
100K+
Facebook Reach
3.6K
Instagram Reach