EXPERT GUIDANCE

Tasked with building the proper buzz for a new exclusive event property in Virginia’s Horse and Hunt capital, our team’s 360-degree approach generated visibility for the entire house of brands under Middleburg Hospitality. As the property transitioned from a historic family home to an ultra-luxury event space, we provided lead counsel on website copy, sales brochures, sales training, comprehensive brand audit, image selections, and more. Immersed into all aspects of the brand’s public persona, we positioned this estate, proprietor, and collective as an authority in the field of hospitality, events, and exceptional leisure experiences via strategic counsel and brand guidance, social media and content development, public relations, event marketing, and turnkey FAM trip facilitation.

RESULTS

• We conceptualized, planned, designed, and distributed a monthly email newsletter with analyses of campaign performance. In seven months, we added over 500 aligned subscribers with a consistent 65-70% open rate each month and a 5-19% click-through rate — far surpassing national hospitality averages of 21% and 1.4%, respectively.

• We outpaced our media goals by +400% with (15) placements in four months and (5) secured media visits from Flower Magazine, WSJ, The Knot, Southern Living, and Garden & Gun. Even after our engagement, our introductions resulted in a Vogue placement, the culmination of 65+ emails and 14 months of dedication, as well as (2) Over The Moon features — both from a Real Wedding with a planner that we hosted at the property for a FAM trip.

• As a result of our cross-channel marketing efforts, inclusive of producing an original newsletter, we increased web traffic by over 300 users in three months.

• In two months, we increased Instagram followers by +23% and earned 20K new impressions — for a total of nearly 60K impressions in one month. We doubled our number of monthly accounts reached, hitting nearly 19K, and grew the number of engaged accounts by +58%.

• We grew the Pinterest account by +130% in three months — increasing to more than 2.3K monthly viewers and more than doubling monthly Pin Engagements.

As a multigenerational business owner with distinct brands, it was important we find a firm that would take initiative and be our trusted counsel as we continued to grow.

Our full-service partnership started with press relations, email marketing content, and brand partnership facilitation and quickly expanded as I grew to trust their immense knowledge and professionalism. A year later, the team is my primary advisor group for business development for select event bookings on Glenstone’s property. They’ve revamped much of our messaging and sales positioning and now manage social media for us in a turnkey operation, in addition to a wide variety of other marketing services. They think holistically about the larger business objectives at all times and then recommend and execute smart programming that connects inherently to the bottom line.

They’ve just finished facilitating a significant FAM trip for us and were at the helm of its success as key partners — their depth of industry knowledge and Rolodex was really leveraged beyond my hyper-local relationships and proved to be massively beneficial to our goals.

I communicate with the IGC team many times throughout the week, and when I’m at my busiest I feel comforted knowing they are working hard behind the scenes and progressing towards our goals as a natural extension of me, as the owner of the business. They are collaborative, knowledgeable and dedicated.

One of my best business decisions I have made for the desired growth of my brands.”

— MATILDA REUTER ENGLE