The Situation

As the newest hotel in Colorado Springs, the Best Western Plus Executive Residency Fillmore Inn was a great new property, but had almost no following on Instagram – only 14 followers 🙁

The Top Suite Approach:

Characterize the local culture and attractions.

What do the locals do for fun?

Colorado Springs is at the eastern edge of the southern Rocky Mountains and people are attracted to the beautiful outdoors.

Hiking is a major attraction and activity for local residents.

Coloradoan’s love their craft beer and the state is home to Coors Brewing. They also enjoy local restaurants and appreciate fresh, artisan foods.

Create monthly calendars that are strategic and engaging.

What to post and when to post.

The monthly calendar outlines each post’s target audience, core messaging and dates for posting.

Shared management: posts are assigned to Top Suite social writers and to the property staff. Including images and videos taken at the property during events and behind the scenes allows the account to have an authentic appeal.

Create great content and Instagram stories that reflect the culture.

Visual, relevant and engaging.

Long format content on the hotel’s blog for topics like: 3 Amazing Lesser Known Hikes Near Colorado Springs 6 Close Colorado Springs Breweries

Repurpose blog content to create Instagram stories.

Add timely and relevant image/video posts to the account.

Follow and connect with target accounts and people.

More connections = more exposure.

Identify and follow user accounts from the local area or all of Colorado.

Follow the major sports teams, local restaurants/companies, and accounts with large follower numbers.

Connect with accounts around the world that like beer, hiking, the outdoors or match our target profile.