Milberry Marketing & Port Saint John – A Transformative Partnership and Podcast
Overview
Duration:
January 2023-December 2023: Social Media Optimization, Photography and Video, Port Podcast–
January 2023-Present: Port Podcast Distribution + Production
Services Provided: Flagship Podcast Production, Social Media Optimization, Content Creation, Strategic Consulting, Community Engagement.
The Challenge:
Port Saint John sought to elevate its online presence and enhance communication with its stakeholders while allowing its core team to focus on operations. The Port aimed to increase community engagement, foster deeper relationships with its audience, and amplify awareness of its modernization projects and critical initiatives like Port Days.
In early 2023, Port Saint John partnered with Milberry Marketing to embark on a comprehensive digital strategy overhaul. The focus was on training, community involvement, and delivering engaging educational content to bring stakeholders and the broader community along for the journey.
The Approach:
Milberry Marketing’s partnership with Port Saint John extended beyond traditional marketing strategies. The collaboration embraced social media optimization, dynamic content creation, and the launch of a flagship podcast, all designed to maximize impact without duplicating efforts.
Key Initiatives:
Social Media Optimization:
Milberry Marketing began by analyzing Port Saint John’s existing social media channels, examining audience behaviours and content performance. By consistently fine-tuning delivery methods—adjusting content formats and posting schedules—Milberry optimized engagement and visibility.
The agency also focused on leveraging real-time video content, offering the community an inside look at the Port’s ongoing activities. This authentic, behind-the-scenes approach fostered deeper connections with the audience, reinforcing transparency and trust. Examples included: Cruise Ship Tours, Special events for visitors, and so much more.
Flagship Podcast:
One of the highlights of this partnership was the launch of Port Saint John’s flagship podcast. Produced in video and audio formats, The Port Podcast offers a unique platform to explore the Port’s operations, projects, and growth. Hosted by Port CEO Craig Estabrooks and Milberry Marketing CEO Cait Milberry, the show covers various topics—everything from career opportunities and port expansion to arts, music, and community involvement.
-The podcast has been a vehicle for education and entertainment, featuring guest experts, community members, and local stakeholders. Syndicated across multiple platforms and broadcast on local cable TV, the show has become an essential communication tool for the Port.
-Community-Driven Engagement: Milberry’s innovative approach encouraged the community to “come along for the ride,” actively involving them in discussions around the Port’s modernization and activities. Introducing interactive elements, such as video call-ins, further strengthened community involvement.
-This approach made Port Saint John’s communications more authentic, with community feedback, questions, and celebrations becoming vital to the narrative. From modernization updates to local events like Port Days, the content resonated deeply with the audience, reinforcing the Port’s role as a community-centric entity.
Watch or Listen to The Port Podcast
The show's three goals are to provide information, educate, and entertain the community with fun facts and essential information, including career opportunities, expansion news, and more.
There are also ways for people to call in and out to the show, including them on video and involving additional community members when discussing these topics. We incorporate guests from all backgrounds and with different levels of expertise, and as people who also grew up here in Saint John, we use this to ask questions as constituents and not just as clients.
Check out the playlist of the episodes of the Port Podcast below!
Key results:
Throughout the partnership, Milberry Marketing helped Port Saint John to achieve:
-600+ pieces of content generated across all platforms.
-Over 30,000 hours of video watched, showcasing a significant increase in engagement.
-2,000+ new followers across platforms, expanding the Port’s digital footprint.
-1 million video views across platforms, amplifying the Port’s visibility.
-65+ unique videos created, diversifying content formats and keeping the audience engaged.
Conclusion:
Milberry Marketing's partnership with Port Saint John has proven transformative; not to sound cheesy, but together as a team, we have achieved remarkable results in optimizing social media, enhancing engagement, and redefining community involvement. As the collaboration extends into late 2024, Milberry Marketing's commitment to flexibility, innovation, and ongoing support positions it as an integral asset in Port Saint John's continued success. Please subscribe to the show on YouTube or any podcast platform; you can also watch it on Rogers TV!
