Saint Peter’s Church
619 Lexington Avenue New York, NY 10022
Known as the “First Church of Jazz,” Saint Peter’s Church is an iconic Lutheran congregation in Midtown Manhattan. Renowned for its modernist architecture, it sits at the intersection of jazz, contemporary art, and social justice, hosting world-famous Jazz Vespers every Sunday since 1965 while serving the city as a sanctuary congregation and community hub.
The problem
Saint Peter’s lacked a clear and consistent social media strategy capable of representing the full breadth of its programming and community life. Their existing single-language (English-only) content calendar did not adequately reflect the diversity of activities taking place across the church—including English and Spanish worship services, Jazz Vespers, arts programming, and community events—and struggled to meaningfully engage both congregants and broader audiences.
As a result, social platforms were underutilized as tools for storytelling, community building, and public visibility.
How we solved it
We developed a comprehensive bilingual content strategy and publishing calendar designed around Saint Peter’s real programming rhythms and community priorities. By aligning content with current events, liturgical moments, performances, and cultural programming, we created a more dynamic, timely, and relevant digital presence.
We also produced content tailored to multiple audiences: strengthening engagement with the congregation while expanding visibility among people interested in jazz, liturgy, architecture, and the arts. The result was a more consistent, recognizable, and community-centered social media presence that better reflected the identity and energy of Saint Peter’s.
