New York State Department of Transportation, 511NY Rideshare
Social Media & Creative Strategy

SITUATION

The program needed a sustained, coordinated social media presence across multiple concurrent behavior-change campaigns—Car Free Day, Drive Electric Week, Climate Week NYC, HOV Lanes—targeting commuters with messaging designed to shift transportation habits, across overlapping timelines and multiple approval stakeholders.

RESULT

  • 20% increase in click-through rates

  • repeatable content operations model that held up across multiple simultaneous campaign timelines

SCOPE

  • Built a content calendar and coordination structure that made concurrent campaign management predictable across overlapping timelines

  • Led copy strategy with consistent voice while keeping messaging audience-aware across campaigns

  • Implemented UTM tagging, performance dashboards, and post-campaign readouts from day one

511NY Rideshare is a statewide program administered by the New York State Department of Transportation (NYSDOT)that connects commuters with carpooling, vanpooling, and alternative transportation options to reduce single-occupancy vehicle trips. The program operates across New York's major metropolitan and regional commuter corridors.

ROLE

Content Lead & Campaign Manager · Marketing & Communications · Integrated Delivery · Creative Operations

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