CASE STUDY Working within the brand pillars of Hotel Commonwealth, the Official Hotel of the Boston Red Sox, to grow and nurture a strong social media presence and following while maintaining their local emphasis and promoting their exclusive package and promotions.

METTER MEDIA LLC | 552 MASSACHUSETTS AVE #203, CAMBRIDGE, MA 02139 | (484) 553-5153 | [email protected] the client meet theclient… differentthey agencies, Media. choseMetter couldreally grow socialpresence. their After looking into a couple theresults they wanted they decided to find a professional agencythat andrequired To of aexpert. true theskill upandstep game their get by doing in-house, it but soon realized started that wasmore it work whilebrandbusinessemphasizing their with pillars a local flavor. They HotelCommonwealth wanted to socialmediause to promote problem: Name: name: SusanCotton, Sperling, Adam DirectorMarketingof & Sales

General Manager HOTEL COMMONWEALTH ABOUT Oyster Bar. Eastern Standard Island and Creek award-winning on-site restaurants large, guest rooms comfortable and ‘of mentality, service’ not to mention for their hospitality unscripted and Guests love Hotel Commonwealth University. from Fenway Park Boston and Kenmoreof heart Square, steps hotel in the independent boutique Hotel theof Red Boston Sox, is a the Hotel OfficialCommonwealth,

the client SOCIAL MEDIA#GOALS 3) Emphasize Pillars Brand allow them to experience these special offers. for us to captureimportant their attention and movepeople to social for vacation it was planning, packages not available to other hotels. As more is Commonwealth able to offer exclusive stay As the Official Hotel theof Red Boston Sox, Hotel Packages & Offers 2) Promote 6,199.of Todayfollowing they have nearly 20,000. working with them theyin 2015, ahad total likely to withengage the hotel. MetterWhen began Commonwealth’s to a following qualified audience One goals wasour of to increase Hotel Following Their 1) Grow reviews more.and their ‘of mentality service’ by positivesharing #BeMoreBostonour emphasizeand campaign, sentiment. We promote throughthis connection that their presenceonline important reflect that Hotel Commonwealth breathes Boston, and it’sand Boston,

“Today, most people use social media on a personal level so they think it’s easy to use it professionally as well. However, we quickly found that, without working with an agency, we weren’t able to capture our intended message and we were unable to provide the response time our followers deserve. It became very clear that we needed assistance in creating our social media voice.” by the numbers *An *An Over a 3-year 2016 December- 2018 period January — by thenumbers… engagement impression followers gained followers 52,900 12,101 link clicks is theis actual number timesof people see our posts. is anyis like, comment, share, or retweet our on posts. totalimpressions 16.7 million acrosschannels totalfollowers 19,769 engagements 172,400 engagements 2,245% increase in total “The Metter team is driven and ambitious. They provide personalized service. Social media is important to us, so we want to make sure our account is important to the agency managing our presence. We knew right away that we mattered to Metter.” influencer collaborations alone reachedcollaborations influencer impressions engagements and for the hotel while lifestylegenerating beautiful to re-share. imagery Our top three Results target audience in order to reach their followers spreadand awareness theof hotel’s amenities offerings.and Purpose sample campaigns campaign: Influencerpartnerships : : Through we collaborations, and were these strategic partnerships able to generate large spikes in Partner with local both national lifestyleand Partner traveland fitinfluencers who Hotel Commonwealth’s 1,000,000+ followers and generated over generated and 27,000 likes and and 285 comments

. “We were looking for an agency that would become an extension of our team. We like that Metter Media is based here in New England and that they understand the local landmarks, events, and flavor.” half of the hospitality industry average $0.63 of industry hospitality the of half generating clicks back to the hotel’s ads see an website, top-performing our ads are memorable makeand wantpeople to book. While all ads our of are effective awarenessin driving and Results advantage theirof offerings. packages, amenities,and accommodations private event spaces, moreand to a targeted audience likely to take Purpose sample campaigns campaign: targetED socialmediaadvertising : : Utilize strategic creativeand to spreadsocial media advertising awareness Hotel of Commonwealth’s We have created stand out visuals utilizedand carousel moreand videos, formatting, to ensure our . average

CPC of just $0.25 just of CPC

— less than less— than “If we weren’t active [on social media] we would be missing out on the online conversation and opportunities to grow our business. Revenue is coming through social media channels. It also provides an additional service to our guests. You need to have a presence on social media.” sample campaigns Commonwealth as Commonwealth hotel an —iconic Boston a quick glance at their social media pages makes this clear. receiving Results feedsour on with proper credit. most eye-catching classicof photos landmarks trendingBoston locations, and events, moreand them sharing and Purpose campaign: #bemorebostonphotoseries 400-500+ likes Instagram on : : Our followers love seeing these images beautiful theyand are always often posts, top performing our Emphasize Hotel Commonwealth’s as position the hotel quintessential byBoston sourcing the best, and and 100-200+ likes Facebook on . They also have reinforced Hotel “If we look at all the revenue-generating channels, SOCIAL MEDIA is one that is growing. The focus used to be on digital and print ads, but now consumers are spending their time on INSTAGRAM and Facebook. While digital and print ads are certainly still relevant and necessary, your content and promotions also need to be represented on your social channels. Eyeballs are moving there." THANK YOU! We’d love to talk social media with you! Reach out to us at any time at [email protected] or 484-553-5153.

Stats Report Brick & Mortar September 2016

METTER MEDIA LLC | 552 MASSACHUSETTS AVE #215, CAMBRIDGE, MA 02139 | (484) 553-5153 | [email protected]