The Goodland HotelA Community Management Case Study

Building a hotel’s online presence from the ground up.

The Hotel

The Goodland Hotel is a brand-new property that sought Oniracom’s marketing expertise to cement their identity as both a comfortable, chic place to book a room and a cool hangout spot for locals with fun events. All campaigns for the Goodland were directed to increase brand awareness among the local Santa Barbara community and travelers from out of town.

The Team

Oniracom’s staff of web experts know how to build and grow an audience. Our design, development and community management teams supported the Goodland staff, streamlining requests and executing campaigns on demanding timelines. We are an extension of our client’s team, and take their success seriously.

The Brand

Oniracom developed a successful strategy for amplifying the Goodland’s brand, an identity guided by the hotel’s muse: the laid-back California creative professional. For Phase 1, we set up a P.M. system for easy collaboration while working on crafting copy and designing print collateral. We also implemented a unique live social media platform for promoting the Goodland’s grand opening.

The Community

As a new brand and unknown identity, the Goodland started out with a huge need for outreach. Oniracom created connections between the Goodland and local community groups like UCSB Athletics and UCSB Arts & Lectures for inclusion in those organizations’ print publications and social media communication. Partner media outreach has yielded higher attendance and bookings.

As a new brand and unknown identity, the Goodland started out with a huge need for outreach. Oniracom created connections between the Goodland and local community groups like UCSB Athletics and UCSB Arts & Lectures for inclusion in those organizations’ print publications and social media communication.

The Events

Oniracom developed additional promotion strategies to further establish the Goodland’s identity as a happening, vibrant venue. In addition to our work on “Blur the Line,” we designed a fully-branded newsletter to complement our previous copy, print and web work, using both Facebook ad spends and SplashThat custom RSVP platform to get the word out and build the contact list.

The Map

Oniracom met the Goodland’s need for convenient and branded wayfinding by creating this inspired, beautiful print. The map is displayed at the front desk, inside guest rooms, and at events. Its clean design illustrates the hotel’s onsite requirements and property features.

The Social Network

Oniracom created a clear social media strategy for the Goodland. Focusing on best practices for each social media service, we guided the hotel to strong results in a few short months. The strategy translated into outstanding customer engagement complete with local buzz, and our social media work continues to drive the hotel’s growing online presence.

The Social Calendar

Oniracom created a newsletter for Goodland’s community events. After building a list of nearly 1,000 customer emails, we have been effectively communicating with the Goodland community achieving a staggering 8x industry average click through rate, and 3.5x industry average open rate.

The Grand Opening

Oniracom identified the Goodland’s grand opening as a critical opportunity to establish the hotel’s community presence. Weeks of collaborative planning ensured all elements would be in place: private VIP RSVP, branded newsletter, onsite social media action, prize giveaways, pro photography, and video production. The result? A smashing success!

Oniracom deployed our leading-edge Storywall platform at the Grand Opening party. A 12-ft wide screen showed Instagram posts tagged #TheGoodlandSB, offering prizes for the best shots and capturing user data. Storywall elevated engagement of the tech-savvy millennials in attendance by syndicating their content in real-time through digital networks, reaching friends world-wide.

Storywall

The Campaigns

Oniracom helped form the Goodland’s identity as a place for fun events by capturing live content, such as at the Grand Opening, for repurposing into future promotions and creative campaigns. At the grand opening alone, we captured thousands of photos and over 10 hours of video.

We’d love to do the same for you and your brand. Contact Oniracom today for a free consultation!

Hello@Oniracom.com • 805-695-8200

Supporting and growing a brand’s audienceis what our community management work is all about, especially for our friends and neighbors in hospitality.

We look forward to the Goodland’s continuing successthrough our ongoing development of their identity and community.