The Heritage Blend LLC developed a slow-growth strategy for the hotel and its properties, beginning with a three-month trial period to develop and launch profiles for Coin Bar (a new-to-open property), with an extension of our work contingent on the delivered performance of Coin Bar’s online profiles over the course of Summer 2018.

Our strategy was developed based on brand-specific needs; identifying local, state, and regional market trends which would directly affect the success of Omni Charlotte Hotel and Coin Bar.

Through this research The Heritage Blend team launched the CoinBarCLT accounts with original assets created by our in-house photographers and editors. In addition to these digital products, the early strategy also focused on the development and re-branding of the online location tags associated with Omni Charlotte Hotel and its properties.

Upon the debut of the CoinBarCLT accounts and the active pursuit of reframing the location tags, The Heritage Blend LLC worked closely with Omni Charlotte Hotel management to educate visitors on bar access, brand partnerships, original programming, and engagement across platforms to broaden the reach of Coin Bar’s messaging. As a rooftop bar, weather played a pivotal role in public access of Coin Bar in September 2018, noting this was one of the wettest September forecasts in the Charlotte area’s history. In addition to the rain, Omni Hotel Management and The Heritage Blend LLC agreed to scale back efforts to promote Coin Bar in November 2018, transitioning the account to a cross-promotional effort to increase foot-traffic to Omni Charlotte’s interior restaurant Trade Bar & Restaurant. With the transition of the aesthetic of Coin Bar’s feeds, The Heritage Blend LLC also noted the continued growth of the account’s impact with an average of 190 likes-per-post in November, up from 170 in October.

Through the winter, Coin Bar efforts were kept to a minimum upon the request of Omni Charlotte Hotel management, and also provided a launching point for the primary Omni Charlotte accounts in February 2019.

May 2019 saw the introduction of a new Omni Hotels “Summer of Passion Fruit” menu, as well as the addition of liquor to Coin Bar’s drink offerings.

With the new menu and drinks available, The Heritage Blend LLC increased our attention on the development of a new aesthetic that would exemplify the brand’s efforts to market these seasonal specials; ramping our posting strategy to elevate engagement in anticipation of Memorial Day and the beginning of summer. In the course of our final two months working with the Coin Bar brand, we saw like-per-post averages increase from 190 in May to 223 in June.

In conclusion, The Heritage Blend LLC developed and managed the CoinBarCLT online accounts for 12 months with an average like count of 170 likes-per-post and two comments-per-post. We developed branded content to effectively communicate brand partners like Dos Equis, Heineken, and local breweries, as well as developed a strong cross-promotional aesthetic that incorporated assets to further educate our audience of Omni Charlotte’s other properties and offerings.

Over the course of the year our ad-spend was kept minimal in an effort to reduce “paid engagement”, seeking instead to develop a strong base of organic followers and audience members that would interact with the brand in more meaningful ways.

Upon the start of July 2019, and the conclusion of our work with Omni Charlotte Hotel and its properties, assets and account management credentials were delivered to Omni Charlotte Hotel in accordance with our working agreement.

For more information on how The Heritage Blend LLC can help you, please visit our Contact Page

Scroll to see more of our favorite photo selects throughout the year.