SCOPE OF WORK
- Creative direction
- Content creation
- Copywriting & editing
- Art direction
- Social media management
- Editorial management
Launch Website
The Brief
As Kove Collection was embarking on a rebrand and repositioning in 2022, along with adding two new restaurants to its notable hospitality portfolio, Sarah was hired as head of content in a consulting capacity to reinvision their approach to online content and social media. The launch of two new brands on social media (including The Nines) was a key aspect in this endeavour.
Our solution
The most immediate courses of action were, on the one hand, launching the newest brand in the group, The Nines, and on the other, refreshing the approach to social media amongst each of the 18 unique brands in the group – which includes 14 premium Cape Town restaurants, two five-star hotels and spas, a fashion boutique and the overarching brand of the Collection.
This involved developing a new social media strategy that included more video, mobile content, user-generated content and more distinctive brand positioning – alongside the existing offering of professional photography, to create content that was more definitive and engaging. While each of the brands in the group looked relatively good on social media, content was being repeated and engagement was poor. Working with content creators to generate more video content and creating new design templates, we were able to significantly increase content production. We also streamlined productivity by switching the business to planning and scheduling using more advanced software where previously everything was done manually and on the fly.
A key performance indicator of this scope of work has been that the one new social media account we created in 2022 and have managed all content to date, The Nines, is the best performing Instagram across the group, with the most followers of all 18 accounts, despite it being the newest.
Along with a full brand audit, some of the major milestones in the first year included creating new brand positioning bibles for 18 brands across the group, as well as writing new copy for each brand that would inform websites, brochures and social media, positioning the group in the luxury hospitality market as a premium brand. For the newest brand in the group, The Nines, Sarah was responsible for writing all brand copy, which would be executed across all touchpoints of the brand, including restaurant and bar menus and social media.
We also created a theme and seasonal, calendar-based approach to content marketing, taking pressure off the individual brands and allowing for a more streamlined approach to content creation and dissemination across the group, while elevating the look and feel to be more premium and polished than ever before.
As a supplement to promotional newsletters and social media, we have also taken a more editorial approach to content in the form of a blog, which directs to reservations and the other channels link back to, so that the content works in a more circular manner while also adding SEO value.
