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Case Study

Martin Hospitality’s Off-Season Engagement Win

Martin Hospitality

Operating two oceanfront hotels and two restaurants in Cannon Beach, Oregon, Martin Hospitality needed to combat the seasonal slump by keeping guests engaged and traffic flowing year-round—without increasing their advertising budget.

Industry: Hospitality & Tourism

Location: Cannon Beach, Oregon

Project Scope: Organic social media strategy, engagement optimization, content planning

Solution Provided: Deksia redesigned Martin’s social media content to balance branded, non-branded, and user-generated posts—sparking engagement and driving off-season traffic without added spend.

The Challenge

Martin Hospitality faced a sharp dip in reservations and visibility from October to April. They needed a creative, budget-neutral social media strategy that could maintain momentum and fill the seasonal gap in customer engagement and bookings.

The Solution

  • Content Strategy Overhaul: Deksia led a shift from branded-only social posts to a well-rounded mix that included value-driven content, guest appreciation, and entertaining UGC.
  • Platform-Specific Engagement Tactics: By tailoring content for Facebook and Twitter and focusing on stories that resonated with past and future guests, Martin Hospitality increased shareability and relevance during their slowest season.
  • Sustained Execution: The strategy ran continuously throughout the off-season in 2015–2016, keeping momentum high even when foot traffic traditionally slowed.

The Results

The new social strategy exceeded expectations across all properties:

  • 86.7% YoY increase in Facebook impressions

  • 162% YoY increase in Twitter impressions

  • 50.5% average increase in Facebook referral traffic

  • 294% increase in Twitter followers

  • 267% increase in Twitter engagement

  • 22% growth in Facebook fan base

  • 27% rise in average Facebook engagements

All of this was accomplished without increasing ad spend, proving that a smart content strategy can drive real results—even in the off-season.

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