case studies
The Omni Charlotte Hotel
Account Launch, Content Creation, Development of Social Strategy and Profiles
Location: Omni Charlotte Hotel - Charlotte, NC
It all started when…
We were introduced to the management of Omni Charlotte Hotel, renovations to the 40+ year-old building were being completed in the hotel and its properties. Neither the hotel nor its properties had any type of social media presence, making the Omni Hotels website the only digital/online touchpoint for consumers and guests of the hotel.
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 and OmniCLT 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.
Based on the reactions we received on the CoinBarCLT accounts, and in response to the market trends identified in our initial research, The Heritage Blend LLC emphasized the ability to capitalize on events scheduled for Charlotte and the surrounding region, starting with the NBA All-Star Game hosted in Charlotte on February 17.
In February 2019, after seven months of developing and managing the Coin Bar social accounts, The Heritage Blend LLC launched the OmniCLT Instagram and Facebook profiles. With the debut of the official hotel accounts, our team operated within the “guardrails” and guidelines of working with a larger corporate brand while developing an aesthetic that out-performed local competitors as well as similarly sized brands within the greater Omni Hotels portfolio. While developing the aesthetic across Facebook and Instagram that highlighted Charlotte events and the Omni Hotels brand, The Heritage Blend LLC worked closely with feedback from both the Omni Charlotte team as well as the Omni Hotels corporate team in an effort to accommodate the needs of both brands respectively.
Over the course of the five months spent developing and managing the OmniCLT accounts, we saw monthly engagement grow from 49 likes-per-post in February to 122 in June.
Much like our work with the Coin Bar brand partners, the content strategy for Omni Charlotte Hotel included posts highlighting brands like Cheurlin Champagne, Johnny Fly Co, Peet’s Coffee, and corporate activations like National Chardonnay Day with Wente Vineyards and CORE Gives.
In conclusion, The Heritage Blend LLC developed and managed the OmniCLT accounts for five months with an average like count of 92 likes-per-post and two comments-per-post. We developed branded content to effectively communicate brand partners, 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 like Coin Bar and Trade Bar & Restaurant.
Over the course of the five months our ad-spend started sooner than it did with CoinBarCLT, but 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.
