Haven Hospitality Group
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.
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
Rocket Launch continues to analyze HHG’s monthly social media performance and make adjustments to tactics including content mix and trends as needed. Due to the success of the six-month campaign, HHG leadership has agreed to a paid advertising budget and said this “increased brand equity and positively impacted our business.”
Additionally, Rocket Launch was honored by Orange County Public Relations Society of America (OCPRSA) with a PROTOS award – Social Media Program – on September 27, 2023, for its work to ensure the success of HHG’s comprehensive social media efforts.
- Social Media
“Managing and differentiating four brands in the social media space is a unique challenge for Haven Hospitality Group. Rocket Launch’s strategic approach has 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