NYC Ferry | 2022-Current
Since late 2022, I oversee all social media and creative brand content production for the City of New York's commuter ferry system. As a one-man social team, I work alongside the Director of Marketing to lead creative brand strategy, content production, social media platform management, campaign reporting, and brand partnership content production for the system's onboard advertising program.
Strategy + Goals
-
Establish NYC Ferry's social media presence to maximize awareness of the service in NYC communities.
-
Utilize NYC Ferry's organic success to help create revenue generation streams and increase ridership.
-
Position the brand as a personable service, boasting rider retention and advocacy.
-
Drive awareness to increase presence in underperforming rider demographics: New York City-based Gen-Z and Millennials.
-
Build NYC Ferry to be a staple of New York City and transit culture.
Results (So Far)
-
77K+ new followers (+670%).
-
Doubled total audience on Instagram in 12 months; Quadrupled total audience on TikTok in 12 months.
-
-
10.9MM+ organic impressions and 1.4MM organic engagements (+2,050%).
-
12.4MM+ organic video views (+769%).
-
Multiple viral videos with top 10 most viewed videos of all time since social channels launched in 2017, incl. record-breaking views on a single video with 2.2MM+ total views.
-
-
Gen Z audience increased by +6% with steady 81% total Tri-State area audience.
-
$40K+ revenue from brand partnerships generated through organic social media.
Press
Partnerships
Success of organic social media presence has directly led to some of NYC Ferry's biggest brand partnership to date. Leading the creative front for all partnership endeavors, I help create memorable moments– both digital and IRL– for brands and riders alike, leading with our strong suite: solid social content.
Spotify and Taylor Swift – '1989 (Taylor's Version)' Fan First Event and Themed Commuter Vessel.