Challenge
I was brought on to a global hotel chain account (based in Calgary) as a Content Marketing Specialist.
I was instructed on the brand guidelines, and it was up to me to create social media schedules for both the Facebook and Instagram pages, as well as utilize the engagement budget to strategically boost Facebook posts.
Overall Account Objectives
- To portray and showcase the Calgary Marriott Downtown Hotel as an innovative lifestyle brand that embodies the International Marriott vision and the Marriott brand voice.
- Maintain the existing Marriott brand strategy, “Travel Expands the Mind,” and expand on the Marriott brand promise, “Fostering your Ingenuity.”
Instagram Strategy
How can I strategically grow my Instagram following while maintaining an aesthetically pleasing layout?
Answer: Utilize an effective content strategy, which includes:
- Relevant hashtags
- User-generated content
- Professional photography
- Travel “inspo”
- A consistent colour/photo theme
Sample Social Media Schedule: Marriott Social Media Schedule
Instagram Results
Before I took over the Instagram account, the Calgary Marriott had about 4-5,000 followers. In a few short months, I was able to grow the following to over 11K using a pleasing layout and an effective hashtag strategy.
Digital Campaigns
The Ultimate Calgary Cocktail Tour Campaign (launched late October 2017) reached more than 10,000 people, received over 100 likes, 14 shares, and over 46 comments.
The Love #YYC Campaign, in partnership with Tourism Calgary, reached over 4,400 people and received over 100 likes, comments, and shares. I designed the graphic below.
Northern Reflections Windows Exhibition Campaign. In partnership with Buds of Buds and several artists and photographers, I was tasked with creating a mini-campaign to promote the Northern Reflections Windows Exhibition during December 2017.
Strategically utilizing the provided information, photos, and articles, I distributed content throughout the month on both Facebook and Instagram to effectively showcase the campaign.
Northern Reflections Windows Exhibition Results
- 226 Facebook likes across all posts made regarding the exhibition.
- 146 Instagram likes across all posts made regarding the exhibition.
- Over 5,500 people reached on Facebook through both organic reach and advertising.
Influencer Collaborations. As Instagram grew, we were also able to attract social media influencers who were willing to partner with the hotel.
During my time as a Content Marketing Specialist, I identified a local influencer and successfully secured a partnership with them. The collaboration resulted in a gain of 800+ followers on the Calgary Marriott Instagram account.
MARINA KHONAISSER 