Haven Hospitality Group

Mission Objective

After their 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 their channels with more dynamic content. Rocket Launch’s social team also recognized these as important goals for HHG and identified with the client the importance of building and implementing a comprehensive social media strategy to fully address the business goals of the organization. Thus, our mission objectives centered around crafting an intentional, outcomes-based approach to their social media strategy and ensuring that all work would be rooted in best practices, brand integrity and creativity.

Strategic Flight Plan

The first order of business was to conduct a brand study and competitive analysis for each entity – 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.

Mission Results

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:

• 188.3% increase in audience growth in the first 6 months (342.6% increase in the first 60 days)
• 634.7% increase in video views in the first 6 months (1,628% increase in the first 60 days)
• 95,125 impressions in the first 30 days, an increase of 37% over the previous 30 days (almost 250,000 in the first 60, an increase of 110% over the previous 60 days)
• 37.9% increase in engagements in the first 60 days
• Implemented a social strategy with unique branding, tone of voice, and visual direction for each location, and monthly analytics reporting system to inform overarching strategy decisions