Prospect Park Galleria

Prospect Park is a restaurant/ lounge and sports bar with two locations in Houston, TX. Prospect Park Galleria is the first location and the location with the most traffic.  They offer a full menu, hookah, M-F happy hours and daily specials. They also have Karaoke Nights, Live Bands and Watch Parties for large sporting events. The demographic at Prospect Park ranges depending on the specials and days of the week. Prospect Park attracts a large younger, urban crowd. Prospect Park Galleria is one of the largest social media accounts that I manage, I handle all aspects of their social media channels, focusing heavily on Instagram and Facebook.  I also maintain and manage the Prospect Park Restaurants website. Fun Fact: Their Instagram is the third largest driving force for website traffic. 

Instagram : @ProspectParkGalleria

Industry:

Hospitality-   Prospect Park is a restaurant/ sports bar lounge

Purpose:

The purpose of the Prospect Park Instagram is to engage with their current customers about events, live music, food specials and any other information the customers might need too desire. The Instagram is also to provide validity to their potential customers - a strong social media presence, with desirable looking food can be the decision make for somebody choosing between Prospect Park. Instagram is especially useful in the restaurant industry because people are searching for meals like look appetizing. Lastly but quite possibly the most important is that the social media presence on Instagram recruits new customers. I have the ability to reach out to influencers for shout outs (driving traffic to social media/website and hopefully in the door), I also reach new Houston area customers across demographics that may not have heard about Prospect Park through the grapevine. Instagram serves a huge part in the growth and customer retention for their 25< crowd, as that crowd spends the majority of their time navigating the internet.

Growth:

From the point that I started managing the Instagram, I was able to grow the followers over 150% from their initial starting point. I used the typical growth strategies, following potential customers whose interests and behaviors reflect those of our customer profile, commenting and liking food posts or other relevant posts to Prospect Park, influencer shout outs, Instagram ads (stemming from Facebook ad build outs), and hashtags relevant to the post. 

The Images

Images are an important addition to any social media post but for Instagram they ARE the post. As explained above, images are huge for the restaurant industry. Prospect Park's customers, both potential and current are looking for appetizing images. For this reason, I have professional food images taken for later posting. I schedule the food posts based on daily deals, or new menu items through Hootsuite. In addition to the appetizing food images, I post flyers for events, deals and specials with information on them because, although captions are important, I want to relay information in a simple way for the customers too lazy to read the captions thoroughly. Lastly, I also make a point to post very clear images of their customers to showcase the range of the demographic and the comfort of the environment. I also post regular Instagram story content for the interactive millennial customers, to grab their attention as they click through their immediate updates, for this we use a graphic designer or I will compose the content with the FLYR app. 

The Strategy

I post 2 times daily for 7 days a week to provide current content to the customers. One post is dedicated to the daily deal, the second post might be a food image for a suggested pairing as an up-sell to the customers, it might be an event graphic, or an image of the customers. The Instagram story content varies based on the daily push, sometimes I post several interactive story graphics with game-day information (they are a sports bar), daily specials or a happy hour push, sometimes I will just post one story with all of the above. During busy nights or large events, I post live updates to the Instagram story,

The Voice

Because Instagram is frequented by millennials I am able to have fun with the captions. I really enjoy using relevant quotes from trending tweets or memes on twitter to add a humorous and relatable aspect to Prospect Park's content.  The underlying voice is very casual and inviting, the captions are formal when I post information about hiring or events to keep the information simple and to the point.

Facebook : Prospect Park Galleria