St Michaels Hotel
”Toby has made a very valuable contribution to our marketing, and made it fun in the process.”
How it started
I bumped into Nigel in a local cafe, we got chatting about marketing and he asked if I might be able to St Michaels.
The following week we had a very open and honest conversation about where he and the business were going, and what he needed his marketing to deliver. After a massive £8.5 million re-development including a new Health Club, Destination Spa and a significant increase in room stock, the pressure on his marketing team, budget and strategy was significant. The big re-launch was scheduled for that summer (six months away) and there was a lot to do. I told him what I felt the priorities were and how I could help; Nigel then asked me if I could work on a two day a week retainer to help oversee these projects.
What I did
The big priority was a new website. The website at the time was very dated, hard for users to navigate and had a number of technical problems. We commissioned an agency to design and custom build a new website and over a period of six months I project managed the build, collected content, liaised with their SEO and PPC, oversaw integrations with numerous third-party software providers and helped design a new hotel booking engine.
As well as project managing the new website build, I was involved in and advised on:
- SEO strategy and content marketing
- Email marketing, list management, and GDPR compliance
- PPC account set up and strategy
- Photography shoots
- Writing the brief for a set of new videos and then oversaw the shoot
- Brand guidelines and tone of voice
- Social media strategy
- Reporting and KPI analysis
- Sales process and systems
I was at the St. Michaels Hotel for eight months until James, the new marketing director was in post, and I was able to hand over to him.