C100 Ups its Social Media Game

By Anna Griffin and Iryna Baliyan, Cook + Schmid

The Cook + Schmid public relations firm, led by board member Jon Schmid, has developed a comprehensive social media plan for the Balboa Park Committee of 100 to increase public awareness of C100 and its work by growing followers and strengthening engagement across social media platforms.

The plan ultimately supports C100’s mission to preserve and revitalize Balboa Park’s historic architecture and public spaces.

C+S began initial implementation of the social media plan in July 2025 and after six months of execution, it conducted a comprehensive performance analysis to evaluate early results and audience response.

That review identified three content categories that consistently generated the strongest engagement: timely and controversial issues, event-related posts and historical storytelling. These findings will shape the continued execution and refinement of the social media plan and strategy in 2026, ensuring that future content builds on what has proven most effective.

Timely, advocacy-focused content will remain a priority for the C100 social media. Posts addressing current issues, particularly paid parking in Balboa Park, generated the highest engagement and sparked meaningful public dialog.

Promoting C100’s opinion piece on paid parking increased visibility attracted new followers and communicated the organization’s position.

Moving forward, we will continue to monitor park-related developments and respond with clear, informative content that reinforces C100’s leadership role in preservation efforts.

Event-driven content will be used strategically to expand reach. The analysis identified how posts that tied to major events, such as December Nights, performed especially well, particularly when partnerships were involved.

Our content calendar will align with key park events and seasonal milestones with coordinated posts alongside mission-aligned partners, such as Forever Balboa Park, Balboa Park Cultural Partnership and the city of San Diego to amplify visibility and reach new audiences.

Historical storytelling remains central to C100’s mission and therefore social media plan. The analysis demonstrated that historical and archival posts generated steady, consistent engagement, reinforcing public appreciation for Balboa Park’s architectural and cultural significance.

We will continue to share archival imagery, restoration progress updates and educational features that connect past and present. A “Historic Myth-busting” series will provide accessible historical context while correcting common misconceptions. Together, these storytelling efforts build long-term audience loyalty and deepen understanding of why preservation matters today.

Audience growth will be approached strategically. While C100’s current membership base trends older and may be more active on Facebook, maintaining an active Instagram presence is essential to begin building awareness among younger generations and future supporters.

The goal is not only to serve existing members but also to gradually expand visibility to new audiences who may not yet be connected to C100’s work. By balancing platforms thoughtfully, C100 can strengthen relationships with current supporters while cultivating the next generation of preservation advocates.

Through consistent branding, strategic partnerships performance monitoring, and a balanced mix of timely advocacy, event visibility, and educational storytelling, this plan positions C100 to expand its audience, strengthen engagement, and build long-term support for the preservation of Balboa Park.

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