Boosting Brand Engagement: Moore Creative Solutions' Impactful Strategies for KSL Resorts
How Moore Creative Solutions partnered with KSL Resorts to build online communities, boost brand visibility, and increase customer engagement through creative direction, content creation, and content marketing.
Services Provided: Copywriting, Content Calendar Curation, Creative Direction, Community Management
Dates: April 2023 - July 2024
Brief Story
KSL Resorts invests in and manages world-class resorts, hotels, and clubs – most with a wide array of outstanding recreational amenities including spa, golf, tennis, winter sports, and beach locations. Each property in the KSL Resorts collection has a distinct appeal – shaped by heritage, local landscape, and culture.
Photo Credits: Acacia Productions
Intro+ Pain Point
The Marketing Department of KSL Resorts was looking for a third-party vendor to support their team in orchestrating multi-property social media strategies, copywriting, and content calendars for the Facebook and Instagram profiles of six of their hotel properties: Vespera Resort on Pismo Beach, Avila Lighthouse Suites, Paso Robles Inn, The Piccolo, Pismo Lighthouse Suites, and Shorecliff Hotel. They were also looking for assistance in creative direction and on-site support on quarterly photoshoots for KSL’s marketing assets. The main goals to support KSL’s search were to achieve a consistent and engaging online presence for all properties, increase brand visibility and customer engagement, promote local programs and events, foster community engagement, and solidify the properties as active participants in the Central Coast region.
Cultivating the Relationship
Moore Creative Solutions met with the Senior Corporate Social Media Strategist to gain clarity on the gaps that needed to be filled and how we were going to strategically set goals, and expectations, and execute throughout our relationship. We analyzed the systems they use to manage their marketing efforts, their social media channels, digital assets, branding, and promotional materials.
We developed a baseline social media and content strategy that we executed and monitored month after month. We collectively analyzed this strategy to decipher which aspects are performing well and where we may need to improve and restructure content.
Cultivating Execution
In the execution stage, Moore Creative Solutions built monthly content calendars for six of KSL’s hotel properties, focusing on local events, promotional deals, company-wide announcements, and content that would help achieve the overall goals that we had discussed with the client. We were responsible for carrying out the copywriting, as well as content sourcing outside of any brand/digital assets that were made available to us via KSL’s corporate account on Brandfolder.
Moore Creative Solutions focused on distributing lifestyle content, in the form of photo and short-form video content, of the property, grounds, food, and UGC - as we noticed this was the most engaging content for the audiences, which was a blend of millennials to middle-aged individuals, and even those who are retired with money.
KSL Resorts - Central Coast Boutique Collection Fall Lifestyle Photoshoot
KSL Resorts acquired properties from Martin Resorts along the Central Coast of California - Pismo Beach, Avila Beach, and Paso Robles. To prepare for Fall marketing assets, as well as any upcoming promotional events or ideas, KSL and Moore Creative Solutions collaborated on creative direction, shot lists, and mood boarding. Moore Creative Solutions spearheaded the execution of Lofi-produced content creation for organic social marketing purposes
View The Moodboard Here
Assets Produced by Acacia Productions (Based on the Moodboard)
Content Creation by Moore Creative Solutions
