Case Study: The Terrace Hotel
June 17, 2015 1:34 pm
The Terrace Hotel in the west end of Perth’s CBD opened in 2012 in one of the city’s oldest buildings, and is a favourite with seasoned business travellers, discerning tourists and sophisticated urbanites alike.
Following a successful run as the venue’s Marketing Manager, Coffey & Tea’s Managing Director, Meg Coffey, moved on and launched her own agency, taking The Terrace Hotel with her as her first consulting client.
The long-term engagement spanned July 2013 through April 2015 with a focus on helping grow the venue’s database as well as providing a boost to social media engagement.
We used an integrated marketing approach with social media and content marketing on three platforms, along with Facebook advertising to help drive database growth and a reinvigorated approach to EDM.
With social, the emphasis was on creating and curating the ‘right’ content that would excite their current followers and importantly, attract new ones.
Across the engagement the Hotel saw an 187.3% increase in Facebook page Likes, with Unlikes minimized across the period, which tells us messaging worked well and audience fatigue was minimal. Average weekly engagement tracked high, as did average daily reach and impressions.
Twitter saw a 77.2% increase in followers, with engagement trending consistently high across the campaign.
Instagram generated the most significant increase in following going from two followers to 1,751 with posts averaging 29.5 Likes per post, an impressive turnaround!
Running parallel to the new social content strategy was monthly Facebook advertising using a combination of sponsored and sidebar placements, with content coming from venue specials and competitions. The advertising attracted new followers by targeting friends of existing users, which then fed into database growth. It also generated a consistently above average click through rate to the Hotel’s website.
Parallel to the social media activity we undertook a series of EDM blast tailored to specific subscribers, looking at the spectrum of services: dining, wine, functions and accommodation.
The aim of the EDM campaign was to drive traffic to the website, social platforms and associated sites, such as Urban Spoon and The Entertainment Book. All in all, the Hotel’s growing database responded well to the new EDM approach, with the open and click through rate for all segments well above the industry average.
As our first client this engagement allowed us to really deploy a complete spectrum of marketing services and even better, it was all to such great success!