Social Media Management Proposal for Ember Boutique Hotel — Wintura

Executive Summary

Ember Boutique Hotel has a stunning property, exceptional guest experiences, and a story worth telling — but your social media presence doesn't reflect any of it. With 1,200 Instagram followers and sporadic posting, you're invisible to the thousands of travelers who discover their next trip through social media every day.

Prism Social has built engaged audiences for 15+ hospitality brands across Instagram, TikTok, and Facebook. We propose a 6-month social media management engagement designed to transform Ember's social presence from an afterthought into a direct booking channel.

The goal is simple: make people feel something when they see Ember on their feed — then make it effortless for them to book.

Understanding Your Goals

What you told us:

Increase direct bookings (reducing dependence on OTAs like Booking.com and Expedia)
Build a recognizable lifestyle brand beyond just "a hotel in Austin"
Reach millennial and Gen Z travelers who plan trips via Instagram and TikTok
Showcase your rooftop bar, local partnerships, and unique design details

What we observed:

Current posting: ~2x/month, no consistent schedule or visual style
No Instagram Reels or TikTok presence (missing the highest-reach format)
Guest-generated content exists (tagged photos) but is not being repurposed
No link-in-bio booking funnel — current link goes to homepage, not a booking page
Competitor analysis: Hotel San José (12K followers) and South Congress Hotel (8K followers) are active and growing

Our Approach

Three pillars drive our social strategy for hospitality brands:

1. Visual Identity System We create a consistent visual language for Ember — color palette, editing style, template system — so your feed looks intentional and premium at a glance.

2. Content Pillars Every post maps to one of 4 content pillars:

The Space — rooms, rooftop, design details, seasonal decor
The Experience — guest moments, events, behind-the-scenes
Austin Local — neighborhood guides, restaurant recs, things to do
The People — staff spotlights, guest stories, partnerships

3. Conversion Architecture Beautiful content without a booking path is just a mood board. We build a systematic funnel: feed → Stories → link-in-bio → booking page.

Content Strategy

Posting cadence (per platform):

Platform	Posts/Week	Format	Purpose
Instagram Feed	4	Photos, carousels	Brand building, evergreen
Instagram Reels	3	Short-form video (15-60s)	Reach + discovery
Instagram Stories	Daily (5-7/week)	Behind-scenes, polls, UGC reposts	Engagement + conversions
TikTok	3	Short-form video	Reach new audiences
Facebook	3	Cross-posted from IG	Capture older demographic

Monthly content breakdown:

16 feed posts, 12 Reels, 30+ Stories, 12 TikToks
All content planned and approved via shared calendar 2 weeks in advance
1 professional content day per month (we direct, you shoot or provide assets)
Remaining content from existing assets, UGC, and Prism-created graphics

Deliverables & Timeline

Month 1: Foundation

Brand audit and visual identity system
Content pillar strategy document
Link-in-bio booking funnel setup
First month's content calendar (for approval)
Hashtag and keyword strategy

Month 2: Launch

Full posting cadence begins across all platforms
Community management (responding within 4 hours during business hours)
First UGC repurposing campaign
Week 4 performance review

Months 3-6: Growth + Optimization

Monthly content calendar (approved 2 weeks in advance)
Full posting cadence maintained
Monthly analytics report with insights and recommendations
Quarterly content refresh (new templates, seasonal adjustments)
A/B testing on Reels formats and posting times

Investment

Monthly Retainer: $3,800/month

Service	Monthly
Content strategy and calendar planning	$600
Content creation (graphics, captions, hashtags)	$1,400
Reels/TikTok editing (from client-provided footage)	$800
Community management	$500
Analytics and reporting	$500
Total	$3,800/mo

Not included in the retainer:

Professional photography/videography ($800-1,500 per shoot day — recommended monthly)
Paid social ad spend (recommended $500-1,000/month starting Month 3)
Influencer fees (if applicable)

6-month minimum commitment. After Month 6, month-to-month with 30 days' notice.

Why Us

Prism Social works exclusively with hospitality and lifestyle brands. We understand that your social media isn't just marketing — it's the first impression most guests have of your property.

15 hospitality clients including boutique hotels, restaurants, and event venues
Average follower growth of 340% in the first 6 months
We track bookings, not just likes — our reporting connects social activity to direct booking revenue
We move fast — content calendar delivered 2 weeks ahead, never a missed posting day

Next Steps

Approve this proposal and sign the engagement letter
Brand immersion session (90 min, on-property) — we photograph, explore, and absorb the Ember experience
Visual identity deck delivered within 1 week of immersion session
Content calendar for Month 1 delivered for your approval
Go live — posting begins on approved start date

Ember has all the ingredients for a magnetic social presence. Let's build it.