Perspective
Learn more about my experience and projects
Learn more about my experience and projects
Over the years, many social profiles were created out of a desire for the business locations to be present on social. Most sites had little to no consideration for long-term strategy or direct business correlation. The result was social sprawl. With so many rogue accounts and sprouting social profiles that lacked strategy and purpose, there was an obvious concern regarding company reputation management and security. Contact me if you would like to learn more about how I helped this global hospitality company manage its social sprawl.
The challenge was to upgrade and align Patina Restaurant Group's (PRG) website to reflect better the company's and business units' brand positioning. Identify efficiencies and ROI opportunities, including enhanced eCommerce functionality for the sale of events, stronger call-to-action for reservations, and enhanced personalization features and site management. They were boasting approximately 60 restaurants and food service operations in the United States. PRG also offers world-class dining service for weddings, elegant catered affairs, and corporate events. New site objectives required the site to serve a varied audience's needs that include both B2B and B2C segments. Key business metric areas include online bookings in general via OpenTable and also in its ability to maximize group bookings of 10 or more via OpenTable, gift certificate and gift basket sales, email sign-ups, stimulating requests for online business proposal submissions, online career applications, and catering and special event inquiries and bookings. Effectively segmenting and marketing to these distinct audiences was a fundamental site need. THE RESULT: PatinaGroup.com launched with improved design and functionality including geo-location and personalization via the Sitecore content management system.
A global hospitality company needed an enterprise-wide social media management platform to service its global social media operations. The platform would need to be easy to use, integrate with the existing and to-be-determined future social media platforms and other digital marketing channels such as consumer review sites, reduce or eliminate the use of redundant systems throughout the Company and provide additional security eliminating the paper-driven manual processes, be compliant with federal, state and local law. Learn more about the journey to determine needs, evaluate, select and implement the solution.
The company lacked a clearly defined Employee Value Proposition and cohesive employer brand to support its growth strategy and recruitment goals. As a global, diversified hospitality organization, they recruited across multiple geographies for various position categories and employee segments (e.g., seasonal, hourly, professional, full-time, part-time). The company brand needed to represent the corporate entity and multiple properties that operated business-to-business and business-to-consumer operations. The company was known for the places where it operated and not as a recognized employer brand. At that time, there was no dedicated effort or resources to define a consistent message across their business units and employee segments to tell the company story. In their current decentralized recruitment model, their properties were left to develop their message, resulting in either an absence or inconsistent messaging to their prospective employee audience. As the labor market became more competitive, the company struggled to differentiate itself from the competition and attract sufficient quality talent for its open positions, thus unable to achieve its recruitment goals for the growth of the business.This Employer Brand project was a sub-project within a larger initiative to strategically address how the company attracted talent while improving and digitizing the hiring process for candidates and managers. Specifically, the overall effort sought to improve the number of qualified applicants, decrease the time to hire, improve retention, and measurably improve the strength of the company’s employer brand in the markets they operated in. Contact me if you would like to talk more about Employer Branding.
The team was always busy, but given massive furloughs, their workload was now more than ever. To effectively service their customers, they still needed to be aware of what they were saying about their brand and operations. They also needed to respond to inquiries and questions about their operations. In addition, they also needed to engage and manage their social communities at the corporate and location levels across 400+ social media accounts, including review channels like Yelp, Google, TripAdvisor, etc. For this enterprise's customer care function to keep up-to-date efficiently, they had no choice but to transform themselves by adaptive strategies that were best suited to changing guest satisfaction environments. Learn more about how we achieved this in the height of the pandemic and amid significant team layoffs.