Hospitality Marketing Project Management and Strategy Revamp by Emily AbernathyHospitality Marketing Project Management and Strategy Revamp by Emily Abernathy

Hospitality Marketing Project Management and Strategy Revamp

Emily Abernathy

Digital Marketer

Marketing Strategist

Social Media Manager

Adobe Photoshop

Canva

Trello

Case Study Project Description The problem-solving approaches used to fulfill requirements:Challenges faced and how they were overcome:What revisions were made:What impacts were made:Work Samples Project Management Setup Trello Social Media Content Creation Content Strategy

Case Study

Project Description

Inn Cahoots, a boutique hotel and wedding venue, approached me to revamp its marketing project. The main problems they faced were pivoting to pandemic-aware content, and their marketing assets were not organized, which made it difficult to manage and track progress. My role as a marketing manager and designer was to upgrade their project management processes and social media content to increase brand awareness and engagement.

The problem-solving approaches used to fulfill requirements:

Their requirements for this project was to tie together all their marketing assets into an accessible project management tool, here we utilized Google Drive and Trello. I first conducted a thorough analysis of their existing marketing strategies and identified areas that needed improvement. I then developed a comprehensive project management plan that included clear timelines, goals, and deliverables.

Challenges faced and how they were overcome:

One of the biggest challenges I faced during this project was the impact of the COVID-19 pandemic and protests occurring nearby in downtown Austin. To overcome these challenges, I worked closely with the Inn Cahoots team to adapt their marketing strategies to the changing circumstances. This included creating new social media content that highlighted their ability to host micro weddings as a venue, as well as developing new messaging that emphasized their commitment to health and safety.

What revisions were made:

Throughout the project, I made several revisions to the marketing plan based on feedback from Inn Cahoots and the changing external environment. These revisions included changes to the social media content strategy and adjustments to the project timeline.

What impacts were made:

As a result of the project, Inn Cahoots saw a significant increase in their social media engagement and website traffic. Specifically, they saw an average of 15% increase in Instagram followers and a 5% increase in website traffic. These impacts demonstrate the effectiveness of the project management processes and social media content upgrades that I implemented.

Overall, my problem-solving approaches, adaptability to external challenges, and revisions to the marketing plan were crucial to the success of the Inn Cahoots marketing project.

Work Samples

Project Management Setup

Trello

Trello was the primary tool utilized to pull the project together. I constructed two boards, one for their admin side of the project and then another for creating, reviewing and approving content created.

The admin project board.

The content project board

Social Media

I came onto the project summer of 2020 mid the pandemic. Being a boutique hotel that catered to larger groups pre-pandemic, they wanted to make sure their voice on social media didn't disappear and prioritized the health and safety of the public while maintaining a fun and trendy environment for responsible events.

Content Creation

Instagram was the primary platform Inn Cahoots was posting on. I created a content calendar template they could reuse as well as did hashtag research where I established a hashtag bank they could refer to in their marketing guide document.

Loading this content connects you to Instagram.