Sanford communications team reviews social media growth, new app and outreach programs

The City of Sanford communications office presented its mid-2025 update to the City Commission on June 23, outlining rapid growth across social platforms, the Sanford Connects mobile app and new outreach efforts.

City Communications and Marketing Manager Lisa Holder said the office’s mission is to “inform, engage, and inspire” residents and listed the team that manages those platforms, including a newly hired digital media specialist and summer interns. Holder told commissioners the city’s social audience has grown to roughly 26,000 Facebook followers and about 10,000 Instagram followers and that the city’s YouTube channel has nearly 1,000 subscribers.

The presentation said the communications office now promotes events, distributes press information, produces a podcast and supports multiple departments, including public works, economic development and the public art program. Holder described recent milestones: launch of the Sanford Connects app, an e-newsletter debuting July 1, a new LinkedIn presence and awards from the Florida Municipal Communicators Association.

Nico Durham, the city’s digital media specialist, walked commissioners through analytics from Sprout Social and the city website. Durham said the city recorded 42,722 visits to the website in the prior 30 days and emphasized that video content and watch-time metrics are reshaping the office’s strategy.

Holder and Durham described a social media ambassador program that partners the city with local community pages — Sanford 327 and I Love Sanford — to spread information and build two-way engagement. Holder read statements from the administrators of those pages praising the city’s coordination.

The communications office also promoted Sanford Says, the city podcast started in 2019 with more than 180 episodes and nearly 14,000 total downloads. Holder said upcoming episodes will highlight city programs such as the Summer Sizzling program and permitting with the new development ombudsman.

Holder reminded commissioners that Sanford Connects handles inbound reports (graffiti, potholes, outages) and routes them into the city’s Lucity work-order system. She said the app had about 3,000 Apple downloads and roughly 1,100 Android downloads and that staff was encouraging residents to submit photos and issues through the app.

Jennifer Brooks, supervisor of special events and communications backup from Parks & Recreation, briefly described the Sanford Museum’s communications work: the museum’s two-person staff manages Facebook (about 2,500 followers), Instagram and YouTube and reported 650 website visitors in the prior quarter.

Commissioners asked about the cost and scope of Sprout Social and whether the city uses paid advertising to boost posts. Durham said Sprout is budgeted and automates some scheduled posts; commissioners encouraged staff to continue outreach and noted interest in measuring the app’s adoption.

The presentation closed with a preview of forthcoming public art installations, a utility-building unveiling, a City Hall reopening, and other campaigns the office plans to run through 2025.