Branding Refresh
@serialsnyc, a NYC theater competition series, faced a critical challenge: after losing their venue, they needed to rebuild their brand and community from the ground up. With zero established presence at their new location and a fractured audience base, they required a comprehensive social media strategy to re-establish credibility, drive event attendance, and create sustainable growth in the competitive NYC arts scene.
I led a 20-month full-service social media management engagement that transformed @serialsnyc from a displaced theater company into a thriving digital community with elite engagement metrics. The strategy focused on building authentic connections through high-quality visual content, strategic community engagement, and event-driven momentum campaigns that positioned competitions as must-attend NYC cultural experiences.
Comprehensive social media management included: 184+ carefully crafted posts and reels across carousels, video content, and images 1,218+ stories maintaining consistent audience connection and behind-the-scenes access Strategic content mix: 47% reels, 33% carousels, 20% images optimized for maximum engagement Daily community management and relationship building with NYC theater ecosystem Event lifecycle campaigns: pre-event hype, live coverage, post-event highlights, and between-event sustaining content Partnership cultivation with venues (@thetanknyc) and performer networks Profile optimization and bio strategy to convert visitors to followers and ticket buyers
Exceptional results over 20 months: Built to 2,011+ engaged followers with healthy 4.12:1 follower-to-following ratio indicating organic growth 6.84% engagement rate—placing account in top 5-10% of all Instagram accounts 301,340+ accounts reached with average 1,762 reach per post Carousel performance: 7.56% engagement rate (13.7x industry average of 0.55%) Image performance: 8.10% engagement rate (18x industry average of 0.45%) Generated 548 new followers directly from content, 12,112+ likes, 1,401+ comments, 3,082+ shares Peak month performance: 259 new followers during major competition events 54% average story engagement with 109,069+ total story views Event multiplier effect: 3.93x higher growth during competition months, proving content-to-attendance conversion