Courtyard
The existing strategy was almost entirely paid media on Facebook, pushing traffic and little else. Branding, engagement, and connection with the audience were minimal.
The existing strategy was almost entirely paid media on Facebook, pushing traffic and little else. Branding, engagement, and connection with the audience were minimal.
Spend was pushing clicks, but nothing behind those clicks gave people a reason to remember the account or come back to it.
Branding, engagement, and connection with the audience were minimal: the account had no presence beyond the ads themselves.
Rather than continuing to optimize purely for clicks, the strategy shifted toward feeding the full funnel, not abandoning traffic as a goal, but no longer treating it as the only goal.
Content built around reach, engagement, and brand presence was introduced to do the work the previous approach had skipped entirely.
Giving people a reason to actually stop, connect, and follow, rather than only ever being asked to click through and buy.
Directed what got made and how, then led the photoshoots themselves.
Kept sales, ops, and F&B aligned on what content needed from them and when.
Split spend between paid traffic and the organic, brand building content the account had been missing.
Kept the property’s team and the content strategy in sync as priorities shifted.
Views ~281K → 521K · content interactions ~720 → 9.4K · reach ~263.8K (Meta reporting limitation).
Reach ~9.4K → 91.8K · views ~83K → 165K · content interactions ~340 → 686.
