Social Media Management Proposal
Hilton Pasadena ×
SweSoul
Building a lifestyle-driven social media presence that positions Hilton Pasadena as the heart of the city.
A blank canvas.
An intentional build.
This is a ground-up social media launch. No existing presence, no inherited feed, no legacy content. That's not a limitation. It's an opportunity to build something intentional from day one. We won't just create a hotel account. We'll build a lifestyle-driven, guest-first experience designed to inspire travel and drive bookings to Hilton Pasadena.
168 South Los Robles, where the Civic Center meets Playhouse Village. A ten-minute walk to Old Town. Three miles from the Rose Bowl. One mile from Caltech. Minutes from JPL. 296 rooms, 30,000 sq ft of meeting space, the Corner Craft Kitchen + Bar, and a heated rooftop pool framed by the San Gabriel Mountains. Hilton Pasadena is a destination and historic landmark. The digital presence will match that reality and be visible and found across all platforms.
Pasadena, from the Ground Up
Every piece of content tells a story about Pasadena through the lens of Hilton Pasadena. Lifestyle-first. Location-first. Community-first. We'll build a feed that makes people want to be in Pasadena and choose Hilton when they get there.
The Approach
A mix of professional photoshoot content, high-quality curated imagery, and authentic on-property moments, all designed to set a strong visual standard from day one. The generic, templated hotel content stops here.
The Strategy
Lifestyle-first. Location-first. Community-first. Build a feed that makes people want to be in Pasadena and choose Hilton when they get there. Be found when guests search socials for inspiration. Be the account that makes them book.
The Goal
Build the page. Create the content. Be found. Be searchable. Match guest behavior: they search on socials, get inspired, and feel inclined to book. Grow the audience. Create evergreen content that keeps working. Then keep growing.
Five pillars.
One cohesive story.
Every piece of content maps back to one of five strategic pillars, ensuring variety while maintaining a clear, unified brand narrative across all platforms.
Gateway to Pasadena
Position the hotel as the starting point to explore the city. Use social content to highlight every element, offering, and destination: the Rose Bowl, Old Pasadena, The Huntington Library, walkable gems, and everything in between. Make people see and know everything Hilton Pasadena is a gateway to.
Modern Hospitality
Elevated but approachable. Corner Craft Kitchen + Bar isn't just a hotel restaurant. It's a destination dining and drinks experience worth opening up to the local community. Elevate the bar, the food, the coffee. Make it a place locals want to visit, not just guests. Pool, rooms with mountain views, comfort and design details that define the stay.
The Local Loop
Coffee shops, boutiques, walkable discoveries, local people. Embrace Pasadena culture and become part of the fabric of the city. The goal: become a local discovery account, not just a hotel page. A destination for the dining, drink, and lifestyle experience.
Business & Professional
17 meeting rooms. 30,000 sq ft of event space. Proximity to Caltech and JPL. Pasadena as a serious business hub, positioned for RFPs and bookings.
Behind the Scenes & Human Element
The soul of Hilton Pasadena. Team stories, service moments, behind-the-scenes glimpses that show the humans behind the hospitality. Aligned with SweSoul's philosophy: kindness, collaboration, and humanity. Building and putting the hotel on the map online with an impact that is not only innovative, needed, and beautiful, but also speaks to the people behind the work and the faces guests will meet. This pillar creates emotional connection and differentiates Hilton Pasadena from every corporate hotel feed in the market.
Clear, simple,
all-inclusive.
What's Included
Full social media strategy and brand voice development. Content creation and direction across Instagram, Facebook, TikTok, LinkedIn, and Pinterest. Visual grid planning and scheduling via Later. Community management and daily engagement. Analytics, performance tracking, and monthly reporting. Monthly strategy sessions. Linkin.bio setup and management. Local partnership outreach support. Ongoing optimization based on data and performance.
Expenses
Reimbursed for all reasonable out-of-pocket business expenses incurred in connection with the performance of work such as business travel expenses to and from the establishment, food and beverages during visits, valet and parking during visits, technology resources, equipment and supplies as needed.
What you get.
Every month.
A comprehensive, end-to-end social media management service. Strategy through execution, with full transparency and reporting at every step.
Proposed Roadmap
Foundation & Content Creation
Month one is dedicated to building the foundation. Clean up accounts, secure access to all platforms, delete any outdated or off-brand content, and conduct deep research into the competitive landscape and audience. Set a clear strategy based on what we learn. The month's budget goes toward a full professional photoshoot day at the property (photo and video) to build 4 to 6 months of content, as well as sourcing high-quality paid stock images and videos to supplement. We have no content right now, so this is critical. By end of April, we have a strategy locked and a content calendar ready for May.
Build the Presence
Content calendar is ready and we start posting. The goal for the next 3 to 5 months is to build up a real social media presence: be searchable, be visible, and create feeds full of evergreen content we can build from. All content is designed to last. We use Later's visual planner to design the grid before anything goes live. Consistent posting, consistent quality, consistent brand. This is the foundation that everything else is built on.
Grow the Audience
With a solid content foundation in place, we shift to growth. Introduce paid ads and targeted engagement strategies to start gaining followers. Bring in local partners, influencers, and collaborations designed to expand reach. Introduce Linkin.bio through Later: Book a Stay, Meetings & Events, Dining, Explore Pasadena. This is where visibility turns into traction and we start proving it has legs.
Optimize & Scale
Continue to grow. Strategize. Improve. Learn from analytics. Double down on what's working, adjust what isn't. Introduce seasonal campaigns and event tie-ins: Rose Parade, football season, conference cycles. Sustained growth, consistent engagement, and measurable results. By month 12, Hilton Pasadena has a living, breathing social media presence that's driving real business value.
One story. Five channels.
Adapted, not duplicated.
One content calendar drives everything. Core assets are created once and posted across all platforms through Later, respecting each channel's audience behavior while maintaining a unified brand.
The flagship channel. Everything posted to Instagram auto-publishes to Facebook, maximizing reach with zero extra effort. Instagram users are visual-first, inspiration-driven. They scroll looking for places that feel aspirational but attainable. They save posts for trip planning and share with friends. The feed is designed as a cohesive visual experience, not a collection of random posts. Every post follows a structure: hook, visual flow, and a save/share CTA. This is where the brand lives and where most organic discovery happens.
TikTok users are searchers and explorers. They actively look up "things to do in Pasadena," "best hotel pools in LA," and "hidden gems near Old Town." The platform rewards discoverability over polish. Content is faster, trend-aware, and more casual by nature. The goal here is top-of-funnel awareness: get in front of people who don't know Hilton Pasadena exists yet and make them curious enough to check out the Instagram or book directly. TikTok drives the widest reach with the lowest barrier to entry.
LinkedIn users are decision-makers: corporate travel managers, event planners, executive assistants booking offsites, and professionals attending conferences near Caltech or JPL. They're not browsing for inspiration; they're evaluating options. Content here is strategic, business-focused, and conversion-oriented: meeting spaces, location advantages, event capabilities, and Pasadena's positioning as a business hub. Clear, confident, insight-driven. Designed to generate RFPs and event bookings.
Pinterest users are planners. They're actively saving ideas for upcoming trips, weddings, corporate events, and weekend getaways months in advance. Every pin is a searchable link back to the hotel website. By building boards around Pasadena travel, hotel experiences, event venues, and local dining, we create an evergreen SEO engine that drives visibility and inbound links long after the content is posted. Pinterest works quietly in the background, compounding reach over time.
Powered by analytics.
Driven by strategy.
Two integrated tools create a seamless workflow: front-end execution paired with back-end intelligence, ensuring every post is both intentional and strategic.
SweSoul innovates at the intersection of design and strategy. Founded in 2002 as a creative agency, SweSoul brings branding, digital marketing, creative direction, copywriting, and social media management together under one roof. We are your strategic partner: building the brand, directing the content, managing the execution, and making sure every decision is intentional and every deliverable is on point.
Automations, AI systems, scheduling, visual grid planning, and Linkin.bio setup and tracking. We ensure every post is placed with intention and tracked carefully. The grid is designed before anything goes live, creating a cohesive visual experience from day one.
What happens next
Schedule a team meeting at the hotel. Walk the property together. Align on goals, content access, team involvement, and brand expectations. This meeting shapes everything that follows.
Develop the brand voice guide, visual style direction, and content strategy. Conduct the professional photoshoot day on property: photograph and film everything. Edit all content and source supplemental stock imagery to build the full content bank. Set up all platforms, Later scheduling, and tracking systems. Design the grid and calendar before a single post goes live.
Start posting. Go live with a feed that's cohesive, intentional, and ready to grow. From day one, Hilton Pasadena shows up as the Pasadena brand it is.
SweSoul Services
Not included in the monthly retainer. Available as needed, quoted and billed separately.
Professional Photoshoot
Yearly or bi-yearly on-property photoshoots to build a content library for social media, campaigns, and web.
- Custom shoot list and creative brief
- Photo and film team with drone and lighting
- Food, beverage, and interior photography
- Model and influencer coordination
- Set styling for events and activations
- Full editing and delivery of all raw files
Social Media Ads
Paid advertising to expand reach beyond organic and target specific demographics, locations, and traveler segments.
- Ad strategy and creative direction
- Audience targeting and campaign setup
- Boosting high-performing content
- Direct booking and event promotion
- Corporate and travel planner targeting
- Ongoing monitoring and reporting
Graphic Design
Visual identity and branded collateral across print and digital to enhance guest experience and drive revenue.
- Brand identity, logo, and style guidelines
- Marketing collateral and social graphics
- Restaurant and room service menus
- In-room guides and guest stationery
- Guest room TV screen slideshows
- Signage and wayfinding design
- Email newsletters and digital ads
Let's get started.
If you have any questions, please email
tina@swesoul.com