The digital foundation built to date, the performance currently visible in active reporting tools, and the proposed deliverables for the next phase of work.
Total recipient opportunities across 4 sends (Apr 4 – Jun 29)
Strongest send
June 28 — 15.4% open / 2.4% click
Total visits in the last 90 days (up 4% vs prior period)
Top landing pages
Homepage · Events · Reservations · Menu
Mobile share
5,044 visits — 73% of traffic
A starting snapshot, not a substitute for native analytics
The picture is clear: Instagram and Facebook are the established audience channels. TikTok, YouTube, and LinkedIn are in the build phase and need a consistent content cadence before their performance can be evaluated fairly.
The June 28 campaign is the current benchmark. Its 2.4% click rate exceeded the hospitality industry click average — proof that the right offer, creative, placement, and call to action can move people beyond an open.
Apr 4, 2026 · 1,933 recipients
Jun 5, 2026 · 1,887 recipients
Jun 28, 2026 · 1,825 recipients
Jun 29, 2026 · 1,172 recipients
The June 28 campaign proved the audience responds when the offer and creative align — its 2.4% click rate already surpassed the hospitality industry click average. Consistent content, better segmentation, and tested calls to action are how we replicate that success across every send.
Hospitality Industry Avg
~22%
Open Rate
~1.8%
Click Rate
Mailchimp benchmark
West End Best (June 28)
15.4%
Open Rate
2.4%
Click Rate
Click rate beat industry avg
Expanded Engagement Target
20%+
Open Rate
3%+
Click Rate
90 days with full content engine
The path: weekly content engine keeps the list warm, event-driven CTAs give people a reason to click, and segmented sends (residents, regulars, event attendees) push open rates toward and past industry averages. June 28 already proved the click rate is achievable — the goal is consistency.
The purpose is not simply to make more posts. It is to ensure West End has enough usable content, information, and scheduled touch points to support a consistent presence without last-minute requests.
The West End team captures 2-3 vertical phone moments during active shifts: drinks being made, service, room energy, performers, guests, and staff personality. A simple shot list prevents random, unusable footage.
By the agreed weekly cutoff, West End uploads raw video, photos, event details, artist assets, menu features, and time-sensitive offers to one shared folder — named by date + event/drink + location or person.
One planned session builds the high-quality content bank: hero cocktail imagery, bartender footage, drinkware, room details, staff portraits, event visuals, and evergreen website/Google photos.
LICA selects the strongest material, adapts it to each channel, writes the story, builds the campaign calendar, publishes each piece, and uses performance data to direct the next content request.
Tap each section to expand the details. Every deliverable feeds the next — one content system powers social, email, blog, web, and Google.
Content Capture
Weekly self-capture + monthly focused day
LICA Production
Edit, adapt, write, schedule
Social + Blog
Posts, Reels, TikToks, blog posts
Email Newsletter
Event-driven sends to full list
Web + Google
Site refresh, GBP posts, SEO
Scorecard
Measure, refine, direct next capture
One capture day → produces photos, videos, and stories → which become social posts, blog articles, newsletter sections, website updates, and Google posts → which generate data → which directs the next month's capture priorities.
Every month, we report the same scorecard so Chris can see movement clearly — with real numbers, current baselines, and 90-day targets.
Sends, delivered, opens, clicks, CTR, unsubscribes, top campaign & CTA
Current Baseline
12.4% open · 1.2% click
90-Day Target
20%+ open · 3%+ click
Total visits, unique visitors, mobile share, duration, top pages, reservation clicks, session recordings
Current Baseline
6,894 visits · 25.7s duration
90-Day Target
8,000+ visits · 40s+ duration
Reach, follower growth, interactions, Reels plays, profile visits, website clicks
Current Baseline
1,802 IG · ~1.7K FB
90-Day Target
2,500+ IG · 2,500+ FB
Video views, total play time, profile views, follower growth, watch-through rate
Current Baseline
1 follower · 7 likes
90-Day Target
500+ followers · 10K+ views
Views, watch time, subscribers gained, avg view duration, impressions, CTR
Current Baseline
4 subscribers · 33 views
90-Day Target
100+ subscribers · 1K+ views
Impressions, unique visitors, follower growth, reactions, comments, reposts, link clicks
Current Baseline
7 followers
90-Day Target
50+ followers · 1K+ impressions
The expanded engagement puts a dependable content system in place — enough usable content, information, and scheduled touch points to support a consistent presence without last-minute requests.
Maintenance-level support
A full content engine + creative partnership
LICA establishes the creative direction, content pillars, campaign priorities, and channel adaptations. Routine work moves through LICA's internal quality review — not open-ended feedback on every post. Chris's review is focused on what only the client can confirm: event dates, artist details, pricing, promotions, operational accuracy, and brand-sensitive decisions.
Expand to 3 hrs/week initiates a secure Stripe checkout to upgrade your engagement from 1.5 to 3 agency hours per week ($750/week, ongoing). Approve the scope and monthly cadence, then grant or confirm access to Meta Business Suite, TikTok Studio, YouTube Studio, LinkedIn Page Analytics, and X Analytics.