PGA Catalunya Resort and Quinta do Lago commissioned us to develop a strategic and operational plan to design the social media presence of the Caldes de Malavella resort in Girona and of the Quinta do Lago resort on the Algarve.

Our proposal took into account common elements, such as analysis tools and promotion and crisis protocols; the different elements used in the strategies employed by PGA Catalunya Resort and Quinta do Lago: objectives, languages, part of the content, differentiating elements; and the integration of all the establishments included under the main brands.

The project resulted in two tailor-made plans that proposed a number of common elements, methodologies and tools.

The project started with an analysis phase-oriented to selecting the internal staff to be responsible for the social channels according to service block; and defining the social channel map for each establishment and brand, identifying every active social media profile to decide which should be strengthened, which required intervention, etc.

Preparation of the strategic plan and the action plan by channel

Once we had completed the analysis phase, we prepared the strategic plan, which focused on the concept of communication, the communication territories for each brand (Quinta do Lago encompasses more than 15 different brands, each with its own social media presence), the objectives of the plan and the targets and map of target public of each brand and establishment. In the case of PGA, the plan coincided with the launch of Hotel Camiral, for which a specific social media presence and online reputation management plan was prepared.

The strategic plan was completed with an action plan for each channel, and a procedure to analyse the results. In this phase we delivered the editorial plan, the map of resources necessary to develop the plan, the dashboard and roles, the necessary technology and tools, examples of launch actions by social media type, and the various action protocols, including a crisis protocol.

In the operational stage we designed the analysis of the results to include the key metrics, the development of the dashboards of each network, and competition monitoring and active listing tools.

We completed our collaboration with various training sessions for the teams involved in the project.

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