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What do a restaurant, café, brewery, & coffee brand have in common?

They each deserve a unique social media strategy.

Client

Haven Hospitality Group

Industry

Restaurant

Services

Social Media

Awards Received

Mission Objective

After its internal social media manager’s departure, Haven Hospitality Group (HHG) saw the opportunity to better differentiate the social presence of the four brands in its portfolio and infuse its channels with more dynamic content. Rocket Launch’s social media management team also recognized these as important goals for HHG and stressed the value of building and implementing a comprehensive social media strategy to fully address the organization’s business goals. Thus, our mission objectives centered around crafting an intentional, outcomes-based approach to HHG’s social media strategy and ensuring that all work would be rooted in best practices, brand integrity and creativity, leading HHG to be top-of-mind among its existing audience and drive more new customers to each location.

Strategic Flight Plan

The first order of business was to conduct an in-depth brand study and competitive analysis for each entity under the HHG umbrella: Haven Craft Kitchen, Provisions Deli & Bottle Shop, Chapman Crafted Brewery and Chapman Crafted Coffee. Armed with a deep understanding of each brand and its goals, our team developed a comprehensive social media strategy which covered measurable goals by platform, messaging pillars, channel-specific goals and tactics, visual identities, content calendar outlines and processes for content gathering, approvals and posting.

With the overarching strategy and procedures in place, our team could shift to focusing on content creation and bringing creativity to both planned and “in-the-moment” photo and video curation. Bi-weekly planning and strategy meetings and focused photo/video sessions at all locations made an ongoing winning social media strategy both manageable and affordable for the client.

Within the first 60 days of social media management for HHG, Rocket Launch intended to show significant improvement in brand visibility (engagement rate, impressions, and reach), increase the audience size, and define a recognizable brand identity for each location. In the competitive food/beverage social media marketplace, increasing brand visibility and audience size typically requires a healthy advertising budget. With no social media ad budget for HHG, Rocket Launch was charged with improving analytics using organic content alone, which demanded creativity and intentionality to drive results.

Mission Results

Our social strategy called for implementing unique branding, tone of voice, and visual direction for each location and a system for reporting monthly analytics to inform overarching strategy decisions. In addition to the honed brand presence for each entity and increased creativity across all platforms, HHG saw an incredible increase in visibility, engagement and growth across all channels within the first 60 days.

Key outcomes include:

0
audience growth in the first 6 months
0
impressions in the first 60 days, an increase of 110% over the previous 60 days
0
increase in engagements in the first 60 days

“Managing and differentiating four brands in the social media space is a unique challenge for Haven Hospitality Group. Rocket Launch’s strategic approach both increased brand equity and elevated the creativity of our content across all platforms. The resulting metrics are proof that what we’re doing is resonating with our audiences and positively impacting the business.”
— Wil Dee, Founder/CEO

Social Media

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