Strategy & Background

The Opus Spa is a full-service luxury spa located within The Opus Westchester hotel in the heart of White Plains, New York. The spa offers a range of signature massages, facials, and body treatments, attractive amenities like steam, sauna, halotherapy, indoor pool, and fitness center, as well as a full-service salon and a MedSpa in partnership with a local accredited plastic surgeon. With so much to offer, The Opus team felt it was a natural next step to launch separate social media profiles for the spa to increase awareness for the business among hotel guests and the local community alike.

Starting from scratch, the Maroon PR team worked closely (well, from a couple states away!) with the team at The Opus to create the new profiles for the spa. MPR led the process of developing social media bios, Instagram highlights, link in bio resources, profile image selection, and more to ensure all platform features are utilized to the spa’s full advantage.

Next, content! Soon after signing on with The Opus Spa, the MPR team packed our bags and headed to New York for a comprehensive two-day content shoot at the spa. With video as a central focus, the team captured high-quality footage of the spa’s spaces, amenities, treatments, retail products, staff, and more to convey the true experience of visiting the spa via the new social media channels. In an effort to continue building a well-rounded library of content, Maroon PR will return to The Opus Spa two to three times a year (or as needed) to curate more fresh, original content for social media.

Ahead of launching the profiles in October 2023, Maroon PR developed a strategic social media plan to guide all activity and tactics for the spa, with the initial goals of building a Facebook and Instagram following and increasing engagements. Two tactics in particular have played–and continue to play–a significant role in the successes generated for The Opus Spa: Giveaways and social media advertising. Additional elements of MPR’s social media strategy include tapping into influencer partnerships, supporting spa event promotion, a focus on curating engaging video content for social, promoting spa offers and specials, creating original graphics and animations, and more.

Maroon PR has seen giveaways and other forms of sweepstakes do well for a number of hospitality clients, and The Opus is no exception. Running regular giveaways has proved time and time again to be an immensely effective tactic of garnering large quantities of engagements and new, engaged followers for the spa in a short amount of time.

Strategic social media advertising has been another powerful tool for the spa, allowing MPR to target prospective clients and patrons who might not have been reachable through organic tactics alone. For The Opus Spa, combining paid and organic social media content has been a pivotal strategy during and in the months following the initial launch period for the spa’s social profiles.