Hospitality and Evening Economy
Client:Greene King
Brief:Tenant Social Media Training Evaluation
What was undertaken?
Helping licensees set their social media stall out is probably the one area where individual pubs of character can actually take on branded and chain offers and demonstrate their flair, humour and character.
The aim of this work was to provide an honest evaluation of current provision and design a training course and material which would give tenants a competitive advantage in local markets, both from the perspective of a relaunch and as a going concern.
Key tasks undertaken included;
- Observation and evaluation of existing training materials and their delivery/applicability
- Research into best practice in Twitter, Facebook and Instagram, as well as exercise materials aimed at developing licensees
- Development of a detailed, practical four strand relaunch pathway (REASSURANCE, REBOOT, REVOLUTION and REPERSONALISE) for licensees, based on the premise that every change of licensee is in essence a relaunch for the pub, but that different actions are required in four broad scenarios
The outcome
As a result of the work undertaken, the need for a social media module to be incorporated into the induction training undertaken by all prospective Greene King licensees was accepted by the Company’s Exec Group. Follow-up work and evaluation is anticipated in 2016 as the initiative is piloted and rolled out.
