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The Municipality of Northern Bruce Peninsula sits on one of Canada’s most visited natural landscapes. Home to two national parks—Bruce Peninsula National Park and Fathom 5 National Marine Park—the region draws scuba divers, hikers, boaters, and day-trippers from Toronto and beyond. In summer, the population more than doubles.
Managing communications for a community that swells from 4,000 to over 10,000 seasonal residents—on top of the tourists—is no small task, especially without a dedicated communications department. That’s the reality Lindsay, Deputy Clerk, works with every day.
Northern Bruce Peninsula doesn’t have a dedicated marketing or communications department. Social media is handled by a small cross-functional team with multiple responsibilities—and Lindsay is one of them, running the municipality’s short-term accommodation licensing program on top of her comms work.
Before Sked, the cracks were showing:
For a municipality, inconsistent communications isn’t just an inconvenience—it’s a trust problem. When residents and tourists rely on your social media for road closure updates, office hours, and safety alerts, showing up late or not at all has real consequences.
"Using Sked ensures my posts are getting out across all three platforms at the same time. Before, it might go out in the morning on one platform, and if another person was off for a week, it might not get out on the others until much later." — Lindsay, Deputy Clerk
Posts went out at different times across platforms, and timing depended on whoever happened to be available—if someone was off, it just didn’t happen.
With five different people creating content, keeping a consistent brand voice was a constant battle.
Multiple people were requesting posts with no visibility over what was already scheduled. Some days were overloaded with four posts; other days had nothing going out at all.
Sked became the central hub for the municipality’s entire content workflow—from drafting to approvals to scheduling across all three platforms at once.
The team meets monthly to map out messaging and draft posts. Everything goes into Sked, where the CAO does a final review before anything goes live. That single approval step—built right into the platform—means every post gets a quality check, regardless of who created it. The result is content that sounds like it comes from one voice, not five.
Lindsay only has direct access to the municipality’s Facebook page—not Instagram or Twitter. With Sked, that doesn’t matter. She can schedule a post once and have it go out across all three platforms at exactly the same time, without needing to hand off to someone else or chase anyone down.
Before Sked, there was no way to see the week’s content at a glance. Multiple people would request posts with zero visibility over what else was already going out. Sked’s calendar view fixed that immediately.
The scheduling feature changed how the team thinks about content entirely. Instead of scrambling to post things day-of, Lindsay can use quieter periods—a slow afternoon, a work-from-home day—to batch-draft weeks of content in advance. Office closure notices, upcoming events, seasonal reminders: all ready to go before they’re even needed.
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Since adopting Sked Social, the Municipality of Northern Bruce Peninsula has:
The bigger picture: social media as a public service
For most brands, inconsistent social media means a drop in engagement. For a municipality, it means something more serious. Residents rely on the council’s social channels for real information—especially in a crisis.
Northern Bruce Peninsula had a rough winter. Storms hit regularly, and residents needed up-to-date information on road closures, remote working arrangements, and office availability. The municipality’s social channels—kept consistent and timely through Sked—became a go-to source.
— Lindsay, Deputy Clerk, Municipality of Northern Bruce Peninsula
