The Opus Spa
Social Strategy Meets Serenity: Boosting The Opus Spa’s Online Presence
Summary
Through our ever-expanding network of hospitality clients and relationships, MPR was introduced to and hired by The Opus Spa to launch its independent social media presence, separate from the presence of the hotel in which the spa is located. MPR was tasked with creating the Instagram & Facebook channels, building a strong foundation of followers, boosting engagements, generating awareness for the spa’s services and offerings, and ultimately increasing bookings and foot traffic to the spa.
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.
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Key Successes
As Maroon PR approached one year of engagement with The Opus Spa in September 2024, the team is proud to reflect on the growth and success experienced thus far:
- Grew The Opus Spa’s total following (Instagram and Facebook) to more than 1.8K followers in 10 months
- Within the first two months of launching, the spa’s profiles grew to more than 430 followers. An extremely positive initial growth rate
- Garnered 112K+ video views in approximately nine months
- Executed 17 unique advertising efforts resulting in more than 1.5M impressions and a collective reach of nearly 972K. This exposure is critical for reaching new followers and increasing brand awareness.
- Ran three giveaways resulting in a total of 1,820 engagements, 841 entries, and 373 new followers
Scroll to see examples of video & Influencer collabs: