TEDx St Albans
Case study
Social media strategy and management
Meta advertising strategy and campaign management
Email marketing strategy and management
TEDx St Albans is an independently organised event committed to sparking curiosity, inspiring change and celebrating ideas worth spreading within its local community. As part of the globally recognised TEDx program, the team bring together thought leaders, innovators and change makers to share powerful stories and fresh perspectives around a central theme in St Albans.
The first ever TEDx in St Albans was launched in 2023 and featured a range of speakers from different backgrounds and disciplines who shared their stories and ideas on a variety of topics.
The work
TEDx St Albans needed a digital strategy to build awareness, engage the local community and drive ticket sales for its upcoming event. I developed a comprehensive social media and email marketing strategy designed to build awareness and reach, engage the local community and drive ticket sales.
Using insights into TEDx St Albans audiences and what content would resonate with them, I created a strategy that enhanced the event’s online presence through strong visual storytelling and community-focused content.
I led a small team of volunteer social media managers to ensure consistent, high-quality output across Instagram, Facebook, LinkedIn, and X, while also managing day-to-day content myself.
To support ticket sales for the 2025 event (held in a venue twice the size of previous years), I planned and executed a Meta advertising campaign targeting local audiences, helping to significantly expand reach and drive conversions.
I also created and delivered an email marketing strategy that included audience segmentation, content planning and performance tracking, helping to nurture interest and maintain engagement in the lead-up to the event.
“We needed to reach an audience significantly beyond what we had done before. Sarah worked with us to define and execute a paid social media ad campaign to target likely TEDx attendees.
This has delivered amazing dividends. We’ve got approximately 30% of ticket sales that derive from the Meta ads campaign that Sarah set up and managed. ”
The results
With a mix of organic content, paid social and email marketing, the digital strategy delivered strong results across all channels:
Organic social media
All platforms saw significant growth and engagement:
LinkedIn: 44,000 impressions, 58.24% audience growth and 15.59% engagement rate
Facebook: 33,000 impressions, 60.10% audience growth and 12.70% engagement rate
Instagram: 90,000 impressions, 49.76% audience growth and 6.98% engagement rate
Paid meta campaign
A targeted sales campaign delivered strong ROI and directly contributed to event success:
£1,000 ad spend
4.5x return on ad spend (ROAS)
Over 60 tickets sold (over 30% of total ticket sales)
45,000+ reach and 51,000+ impressions
“Not only have we more than broken even but we have created a much broader audience and a new TEDx attendees. We are very grateful for Sarah’s knowledge and expertise that has delivered such a great result. I would also add, she is a pleasure to work with, super professional and calm under pressure.”
Email marketing
Email played a key role in community engagement and conversions:
Mailing list increased by 65%
55% average open rate
5.9% click-through rate
Together, these results helped TEDx St Albans sell out its first event and build a strong, engaged audience, laying the foundation for future growth and events.
“Sarah’s expertise and adaptability around the social media and email content for TEDx St Albans has been invaluable. Through her implementation of both organic and paid social media, we have seen all of our social media platforms, as well as our email newsletter audience double.
She has been an incredible asset to the TEDx St Albans team and I’d highly recommend her to anyone looking to increase their social media reach.”
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