INDUSTRY:
Non-Profit

SERVICES:
– Strategic Planning
– Campaign Creative Concepting & Development
– Content Strategy & Messaging
– Graphic Design
– Digital Marketing
– Social Media Strategy

“We knew that GRIT was the right partner for this campaign. Their tourism marketing experience combined with their branding and design expertise allowed us to leverage these dollars to create an advertising toolkit that the Saint Patrick’s Day parade volunteers will be able to use to attract visitors for years to come.”

-Kelley Gibson
President, Cultural Alliance of York County

The Cultural Alliance of York County (Cultural Alliance), a non-profit organization committed to bringing arts and culture to York County’s residents, reached out to GRIT for support executing a York County Tourism Grant from Explore York for the St. Patrick’s Day Parade, which is led by a dedicated group of volunteers each year. Having previously partnered with GRIT on similar grants and projects, including the #CultureHappensHere campaign, the Cultural Alliance tapped into our tourism and hospitality marketing expertise to develop and execute a comprehensive campaign that raised awareness of the parade, showcased York County’s dynamic experiences, and increased the number of visitors from outside the region—while maximizing resources and impact.

Creating a Memorable Campaign Theme

Before GRIT became involved, members of the American Marketing Association at York College of Pennsylvania developed initial campaign theme ideas as part of a group project. These early concepts were handed off to our team, who was tasked with refining and expanding them into a cohesive and compelling campaign centered around St. Patrick’s Day. The result was the theme: “You’re in Luck, You’re in York." This theme ties into the holiday while also making a direct reference to York, aligning with the campaign’s goal of increasing tourism. This theme served as the foundation for all subsequent marketing and promotional efforts, providing a cohesive narrative and visual direction.

Developing Foundational Campaign Elements

An important part of GRIT’s support involved developing foundational marketing and promotional resources that the volunteer-led York St. Patrick’s Day Parade committee could use for current and future efforts. Wherever possible, our team worked within their existing tools and systems to deliver core campaign elements designed for easy adaptation and long-term use, including:

Strategic messaging that showcased the unique charm of the York St. Patrick’s Day Parade and the broader appeal of York County. Each touchpoint was thoughtfully written to evoke a sense of opportunity and discovery, tailored to resonate with specific target audience segments.

A robust, user-friendly landing page designed within the parade’s existing website structure to maximize efficiency and serve as the central hub for all parade-related information. The page highlighted the wide range of experiences available throughout York County—from local shops and attractions to restaurants, hotels, and more. The goal was to not only inform visitors about the parade but also inspire them to extend their stay and fully explore everything the area has to offer, maximizing their overall impact on the local community.

A comprehensive digital advertising campaign was launched on Meta platforms, strategically tailored to specific target audience segments which were identified to support execution of the York County Tourism Grant. Custom ad copy and visuals were developed for each segment to ensure relevance and resonance, then targeted across carefully selected geographic regions—including Pennsylvania, Maryland, Washington D.C., Virginia, and New Jersey—to maximize reach and engagement. The digital advertising campaign reached 170,229 users, generated 300,984 impressions, and drove 3,465 link clicks across Facebook and Instagram.

Foundational social media assets—including ready-to-use content and graphics—were created in tools the parade volunteers could readily update for future years to support the organic promotion of the York St. Patrick’s Day Parade.

Supporting signage was designed to reinforce the campaign theme, encourage donations, highlight key experiences, provide wayfinding, and more.

Driving Tourism from Surrounding Areas

A key goal of the campaign was to attract more visitors from outside the region, making it essential to define target markets and audience segments clearly, as well as to track attendance and measure the campaign’s impact. GRIT identified key target markets beyond York County to focus campaign efforts. These included counties across Pennsylvania and Maryland, as well as Washington, D.C., Northeast and Northwest Virginia, and Northern New Jersey. The campaign specifically aimed to engage families with children, child-free couples, young adults aged 25–35, and older adults aged 55–65+ within these regions.

Data collected by the Cultural Alliance shows the campaign efforts successfully helped to increase visitation during the 2025 York St. Patrick’s Day Parade.

Building Momentum for What’s Ahead

Through strategic and thoughtful use of the budget, we were able to extend our support beyond the event itself. At its conclusion, remaining resources were used to update the landing page with a “Save the Date” for the 40th York St. Patrick’s Day Parade and to create a dynamic video recap. This video serves as both a promotional tool for the campaign and an asset for community engagement that can be used in the future.

Non-profit organizations have always held a special place in the hearts of the GRIT team. We were truly honored to partner with the Cultural Alliance on this project, showcasing the charm and hidden treasures that can be found in the vibrant community where we live, work, and play.