HOSPITALITY PEOPLE GROUP: ELEVATING MARKET PRESENCETHROUGH STRATEGIC CONTENT COLLABORATION
Fractional Marketing Support for Visibility Campaign
CHALLENGE
Hospitality People Group faced a significant hurdle: despite their capability and potential to lead, growth had stalled. The crux of the issue was visibility—or the lack thereof. While the company was well-regarded among existing clients, they were virtually invisible to potential new clients. As company leadership succinctly put it, “We had to get our name out there, otherwise people are going to go straight to our competition and not to us.”
BACKGROUND
With a strong foundation in the hospitality recruitment sector and a commendable client retention rate, Hospitality People Group had hit a growth plateau. Beyond their established client base, their visibility was almost non-existent, hindering their ability to attract new business despite their industry expertise.
PROBLEM STATEMENT
Efforts to boost visibility through online content were ineffective, resulting in stagnant growth. Recruiter-generated content failed to engage the audience, and internal feedback focused on minor issues rather than the content’s overall impact or reach. As Katherine from Hospitality People Group expressed, “We’d work on these posts and articles and publish them only to feel deflated when we did not get a response.”
CHALLENGES
- Visibility and Engagement: Despite their industry knowledge, their online presence did not effectively reach or engage potential clients.
- Content Strategy: Content creation efforts were unrewarding and misaligned with their goal of showcasing their authority in the hospitality recruitment space.
STRATEGIC PARTNERSHIP SOLUTION
Seeking a solution, Hospitality People Group turned to their team for recommendations, leading to a pivotal partnership with Halo. Halo was selected for its personalised approach, which Katherine described as feeling “more like a partnership and less like an off-the-shelf solution.”
“Bringing Ashleigh in to help us with this awareness campaign has felt more like a partnership than hiring a consultant. She has the right personal touch, and we look forward to seeing her in our offices.”
IMPLEMENTATION
Under Halo’s guidance, Hospitality People Group implemented several strategic initiatives:
- Unified Brand Voice Development: Creating a cohesive voice that resonated with industry trends and highlighted their expertise.
- Thought Leadership Engagement: Focusing on articles and LinkedIn posts that showcased their knowledge and insights, significantly boosting their visibility and engagement with potential clients.
- Feedback and Strategy Refinement: Monthly meetings to review feedback and adapt strategies, ensuring their messaging was fine-tuned and impactful.
RESULTS
The partnership yielded remarkable results:
- Increased Visibility and Engagement: “Our thought leadership articles are driving traffic to the recruitment arm of the website,” Katherine noted, underscoring the tangible benefits of their enhanced online presence.
- Confidence in Content: The team now feels confident in their online posts and interactions, attributing their success to Halo’s strategic guidance.
- Transformed Growth Trajectory: The plateau has given way to an upward growth curve, marking a new phase of growth and visibility for Hospitality People Group.
CLIENT TESTIMONIAL
The collaboration with Halo transformed not just their strategy but their perspective on partnerships. Katherine expressed, “Bringing Ashleigh in to help us with this awareness campaign has felt more like a partnership than hiring a consultant. She has the right personal touch, and we always look forward to seeing her in our offices.”
CONCLUSION
Hospitality People Group’s journey from invisibility to industry prominence underscores the value of strategic partnerships and thought leadership in overcoming growth barriers. By aligning their content strategy with their expertise and engaging in a meaningful partnership with Halo, they have set a new course for sustained growth and industry leadership. This case study highlights the transformative power of tailored content strategies and the importance of choosing the right partners to amplify visibility and engagement in a competitive marketplace.
