St. Pat’s in Five Points, 2023

biggest one-day St. Patrick’s Day celebration in the Southeast

Advertising and integrated communications & marketing

The St. Pat’s in Five Points festival organizers hired Flock and Rally to build awareness among key target audiences, increase revenue and attendance and develop new branding. The campaign included the creation of messaging and brand visuals, a marketing plan, a graphics package, media relations campaign, social media guide, social media management and paid media.

St. Pat’s in Five Points, a long-standing tradition of Irish-inspired celebration in the Five Points district in Columbia, S.C. was in a unique position to reevaluate and reinvent themselves as they continued to recover from two dormant pandemic years. After a successful comeback year in 2022 that allowed for the stabilization of the financials and desire from the board of directors to keep the festival going, there was the opportunity for the 2023 festival to demonstrate to the public and attendees a desire to adjust to and adapt with the current festival-goer needs as well as the wants of the key stakeholders for the Five Points district. The St. Pat’s in Five Points committee was in prime position to bring a great festival to life due to the seasoned staff who have been put in place to use their experience and skill, as well as keeping institutional knowledge keepers on the committee to carry forward lessons learned. Flock and Rally worked alongside the St. Pat’s in Five Points committee to ensure all marketing and communications were cohesive, aligned and on brand.

For this campaign, the strategy was to deploy a combination of traditional and non-traditional (or new) marketing methods for garnering attention, generating awareness and creating action in consumers. From families to festival-goers, communications were targeted to people based on their interests in the festival, where they live, music they are into, fun they cannot go without, fitness goals they are aiming to reach, reliving the glory days, finding new experiences and more. The St. Pat’s inFive Points committee worked closely with Flock and Rally to disseminate any new offerings and experiences so that these new offerings were communicated to the right targets at the right time. Ultimately, Flock and Rally wanted target audiences and the community to view St. Pat’s in FivePoints as an event for everyone through the following channels.