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Social Media Management with Screen Pilot

Growing A Captive Audience in One Year

Theory

The Grove Resort & Spa Orlando is an all-suite resort located five miles from Disney World. There are 878 family-friendly rooms that are distinguished by their spacious size (1,000 square feet and larger), washer and dryer en-suite, and a fully equipped kitchen. Three resort pools, a market, the Escape Spa, and the soon-to-open Surfari Water Park make it a true destination resort.

The Grove Resort & Spa Orlando approached Screen Pilot to begin strategizing on, developing, and executing their social media to build a brand presence before their actual opening day. Our marketing objectives for this effort included:

  • Create and develop branded Facebook, Twitter, Instagram, and Pinterest channels
  • Increase brand awareness and build a following on those defined social media channels
  • Manage reputation and community management issues on behalf of the property

Idea

The Grove Resort & Spa Orlando has an ADR of $200-$300. By assessing competitive markets and properties, Screen Pilot identified the Grove Resort & Spa Orlando’s target markets to include middle-class travelers with an average household income of $124,000.  Due to the proximity to Orlando’s theme parks and the size of the suites, the target demographic is leisure families with children that are interested in theme parks.

The first step was to create social media profiles for the resort on Facebook, Instagram, Twitter, and Pinterest. On Instagram, we developed a hashtag strategy that utilized hashtags like #familytravelideas so the Grove’s posts would appear in the feed for that search term. We created five resort-related Pinterest boards (accommodations, dining, spa, etc.) as well as general “Disney Tips” and “Orlando for Families” to increase the follower base.

When the resort’s opening date was pushed back, the secondary objective of providing responsive customer service via social channels came to fruition as guests turned to social media for assistance.

In the month leading up to the resort’s opening we did a countdown series of posts at 25 days, 15 days, 3 days, 2 days, and 1 day until opening. The idea behind these posts was to make it clear that the opening day was final and the resort was indeed opening soon.

The primary goals of the Grove’s social media messaging were to highlight the fact that a brand new destination resort was opening near Orlando’s major theme parks. Customer service wise, we wanted guests to feel that their voices were heard to set the standard for service that they would receive as guests.

Result

The Grove’s social media platforms launched in April of 2016, and from then until the resort’s opening in March 2017, we organically built a following of 2,400 followers, a more than 4,000% increase.

Our organic efforts (Facebook, Instagram, Twitter, and Pinterest) also resulted in:

  • 3.9M+ organic impressions
  • 15,000+ organic engagements
  • 80,000+ link clicks to website
  • 155 guest inquiry responses via direct message alone
  • More than 3,500 web sessions from social media

2018 Update

As an update to our 2017 Case Study for The Grove Resort & Spa Orlando, we have continued to see a significant increase in our social media KPIs:

Facebook:

  • 153% increase in followers
  • 11 million impressions (30.5% increase)
  • 33.2k average daily users reached
  • 17.9k reactions, comments, shares (48.8% increase)
  • 39.89k link clicks

Reputation Management Efforts:

  • 1-hour average response time
  • 96th percentile for response rate

Instagram:

  • 9.6%  increase in followers
  • 198k impressions (302% increase)
  • 5,634 likes and comments (62.4% increase)