Hotel Francine

Hotel Francine is a boutique hotel nestled on the Amalfi Coast, celebrated for its intimate charm and breathtaking Mediterranean views. Blending luxury hospitality with modern innovation, the property is preparing to launch The Harmony Studio, a dedicated co-working space designed for professionals seeking inspiration and productivity in paradise. The studio will feature state-of-the-art amenities, ergonomic design, and seamless connectivity, all within the hotel’s signature atmosphere of elegance and relaxation. By uniting work and leisure, Hotel Francine aims to attract digital nomads, entrepreneurs, and creative minds who value both efficiency and lifestyle. This launch positions the hotel as a pioneer in experiential hospitality, redefining the Amalfi Coast as not only a destination for leisure but also for meaningful work and collaboration.

Hotel Francine is a hotel that was preparing to launch The Harmony Studio, a dynamic co-working space open to hotel guests, local residents, and tourist visitors. With a focus on an international traveler target audience, specifically US and UK traveling professionals. I was hired to create a marketing strategy for the space and a multi-channel marketing launch plan.

The project began with the following client challenges:

A desire to create a brand for The Harmony Studio that could stand alone in the co-working industry and also integrate with Hotel Francine’s established brand presence. Have a successful launch of The Harmony Studio including press, media, influencers, and local distinguished entrepreneurs either attend the launch party and/ or mention The Harmony Studio on social media within the first 30 days of launching.

I created and executed a structured approach to develop and design a marketing strategy and launch campaign strategy that addressed Hotel Francine challenges.

Conducted industry research to understand the landscape for co-working spaces in the Amalfi Coast and surrounding areas.

Completed competitor research to learn the main eight competitors for The Harmony Studio.

Defined the unique value proposition for The Harmony Studio.

Clearly defined the target audience for all customer segments of The Harmony Studio.

Created buyer personas for each customer segment.

Identified the customer journey map for each customer segment.

Designed the content marketing and social media plan to increase brand awareness and drive leads.

Defined the brand partnership strategy and identified strategic partners.

Designed the marketing launch strategy including 3 months prior to the launch, the launch, and 3 months after the launch to ensure end-to-end marketing launch strategic guidance.

Within 4 months after launching The Harmony Studio, the team at Hotel Francine achieved the following results and outcomes from implementing the plan:

Co-working membership sales exceeded the revenue target by 16%.

Hosted 12 retreat events, diversifying revenue streams beyond memberships and team-building activities.

Created and grew new TikTok and Instagram accounts for The Harmony Studio.

Strengthened Hotel Francine established itself as the premier boutique hotel with co-working facilities on the Amalfi Coast.

Clear understanding of eight key competitors allowed The Harmony Studio to highlight unique features and stand apart.

Unique Value Proposition

Communicated Messaging consistently conveyed the blend of luxury hospitality, productivity, and lifestyle appeal.

Marketing and service offerings directly address the needs of digital nomads, entrepreneurs, students, and hybrid teams.

Buyer personas enabled tailored campaigns, offers, and experiences that resonate with each segment.

Content marketing and social media campaigns drove visibility, engagement, and qualified leads globally.

Established collaborations with local businesses, tourism boards, and global platforms expanded reach and credibility.

Structured pre-launch, launch, and post-launch phases maximized buzz, bookings, and sustained momentum earning 800,000 impressions.

Strong brand identity and consistent experiences fostered repeat visits and referrals.

Hotel Francine received a press mention and was recognized as an innovator in boutique hospitality with the future of work.

"Where do I even begin? When we created The Harmony Studio concept, we knew that we needed some help to get it off the ground. Our expertise is delivering a superior hotel guest experience, not in co-working. But we wanted to leverage the opportunity to get more entrepreneur guests and knew with the remote and hybrid ways of working, The Harmony Studio would allow us to do that while also standing out from other boutique hotels. Devoreaux came in on day one and clearly saw our vision. She was the ultimate thought partner. Every idea she brought to the table was spot on with our brand story and felt like the perfect puzzle pieces to how we wanted to assemble and organize our brand story for The Harmony Studio. Devoreaux’s research and competitor analysis gave us clarity, while the marketing plan she designed was both creative and practical. The launch campaign was executed seamlessly by our team, generating excitement before opening and sustained our momentum afterward. Thanks to her guidance, The Harmony Studio opened with strong brand awareness, engaged audiences, and a steady flow of new members who immediately connected with our story. Our success could not have been achieved without Devoreaux on our team.”

Daria, Marketing Vice President

Special Note: To honor Client Confidentiality, some names and/ or details have been redacted.