Social Media Management - Staypineapple Hotels

Staypineapple is an upscale hotel brand in the USA with hotel properties and restaurants located in seven cities across the United States, including Seattle, Portland, San Diego, Chicago, Boston, and New York City. Beating out several other social media agencies with my proposal for the brand, I was offered the opportunity to work with Staypineapple as a contract Social Media Specialist from 2023-2024.

Managed social media calendars (Instagram, Facebook, LinkedIn, and Tiktok) for all hotel and restaurant pages across the brand nationwide

Edited weekly videos and reels for social media

Supported communications for hundreds of influencer requests

Coordinated collaborations with top-tier influencers that were seen by millions of followers and hundreds of potential guests

Provided copy and content for Staypineapple's websites, campaigns, and partnered events and promotions

Highlighting pet-friendly amenities and accolades: In 2023 and 2024, Staypineapple received several high-profile rankings and accolades for its reputation as a pet-friendly (or "pet-obsessed") hotel brand. Staypineapple was ranked the top pet-friendly hotel by the Seattle Times, Good Housekeeping, and Bring Fido. A large portion of Staypineapple's online audiences are pet lovers, so I focused on pet-oriented content to attract more engagement on Staypineapple's social media posts.

Influencer collaborations and marketing: Staypineapple offers a limited number of hosted nights and media rate nights for content creators who meet certain influencer criteria (including metrics such as followers, post quality, engagement, etc.). One of my tasks was to review our incoming influencer requests for potential collaborations and manage incoming and outgoing partnership proposals and communications with each prospective collaborator. I was also responsible for additional outreach to specific influencers (who hadn't used the brand's request form) who Staypineapple's Marketing Team was interested in working with. I communicated weekly with content creators and social accounts that aligned with Staypineapple's events, promotions and target demographics. Coordinating Staypineapple's influencer program was a key source of brand visibility and bookings across the country.

Destination spotlights: In the 2022 and 2023 seasons, destinations including Portland and San Francisco had been reporting much lower-than-normal occupancy levels, sometimes as low as 20 and 30 percent (compared to around 60-70 percent average occupancy in previous years). This was not just an issue at Staypineapple hotels, but hotels across these cities and destinations. The pandemic, cost of living crisis and inflation, and city safety were all associated with fewer visitors to these cities and 'heads in beds.' To address this gap in occupancy rates, I prioritized media and collaborations that highlighted both San Francisco and Portland. This was highly effective in gaining followers for these hotel locations and resulted in increased website visits and bookings for Staypineapple's San Francisco and Portland hotels.

In 8 months, I achieved 50% follower growth on Staypineapple’s Instagram (compared with 30% YoY follower growth from 2021 to 2022 and 29% from 2020 to 2021).

Managed dozens of highly successful and mutually beneficial influencer collaborations and campaigns

The combination of organic content and influencer collaborations that I managed resulted in the boosted visibility for the brand (reaching millions of social media users and potential hotel guests) and contributed to increased brand recognition and bookings across the nation

Ran successful giveaways and photo contests, including a Halloween Pet Costume contest that gained more than 2,000 leads for the brand and had a massive conversion rate of 17.9% (the highest engagement of any Staypineapple contest to date)