01 Mar The Esquire Tavern 2023 Annual Case Study
About The Esquire Tavern
Situated in the heart of San Antonio, The Esquire Tavern first welcomed patrons in 1933, marking the conclusion of Prohibition. Following a brief closure from 2006 to 2011, this cherished San Antonio establishment underwent a revival and is currently under the local ownership and management of Christopher Hill. As the oldest bar along the Riverwalk, it proudly boasts the distinction of possessing the lengthiest wooden bar in Texas, providing both locals and visitors with the opportunity to savor sophisticated and well-crafted beverages. For more information about The Esquire Tavern, please view their website and social media links provided below.
The Esquire Tavern
155 E Commerce Street
San Antonio, TX 78205
(210) 222-2521
https://www.esquiretavern-sa.com/
Facebook, Instagram, X (formerly Twitter), TikTok
Project
In October 2021, The Esquire Tavern partnered with Embark Marketing to reclaim its position as the premier destination on the Riverwalk. Embark Marketing crafted a plan to rejuvenate the tavern’s social media presence and enhance brand recognition. Upon establishing our collaboration, we refined a comprehensive strategy to modernize the upscale tavern with a distinctive Texas flair. This involved the development and implementation of strategies, content creation, social media management, and public relations.
While our collaboration with The Esquire Tavern spans several years, this case study specifically delves into the annual success of their marketing strategy from January 2023 to December 2023.
Social Media Management
Strategy
To enhance the brand’s social media presence, Embark Marketing concentrated on Facebook and Instagram, recognizing their effectiveness in connecting with the restaurant industry’s target audience. Our objective was to create compelling content through professional photography and videography that resonates with our audience. We also implemented a digital advertising strategy across all social media platforms to reintroduce The Esquire Tavern and boost its visibility.
Content Creation
Following internal research, Embark Marketing concluded that the most effective approach to maximize engagement for The Esquire Tavern involved implementing a photo and video strategy. Recognizing the prevalence of videography across social media platforms, we increased our production of video content to align with and stay ahead of social media algorithms.
Social Media
Situated on the San Antonio Riverwalk, The Esquire Tavern consistently attracts a diverse audience, spanning both younger and older patrons. Embark Marketing’s primary goal was to boost engagement and broaden the follower base across all social platforms.
From January 2023 and December 2023, there was a growth of 3,145 followers on Instagram. Furthermore, the level of engagement experienced a notable increase, reaching 131,162, showcasing a 7.9% rise compared to the previous year.
What does this mean? With the increase in followers on Instagram, evidence shows that the business continued to gain support from tourists & local patrons as we continued to provide engaging content with the increase in posting frequency.
Over the past year, The Esquire Tavern’s Facebook page grew by 1,573 likes. What does this mean? The growth of followers on Instagram has played a pivotal role in The Esquire Tavern’’s expansion, indicating loyalty from both existing and new patrons. Users actively engage with the regularly posted content, contributing to an overall enhancement in the business’s performance.
X (Formerly known as, Twitter)
While we did not put a focus on X, we did organically post to the platform when posting to other platforms for SEO purposes. In the last year, The Esquire Tavern’s Twitter followers increased by 13 followers.
TIKTOK
With the rise of TikTok’s popularity, it encouraged us to create an account for the brand. Embark Marketing posted frequently 1-2 times per week based on video content developed. The Esquire Tavern has increased in followers by 313 users with 1,083 likes. On average each video receives over 400 views. Below you can see which posts performed the best.
Reputation Management
Ensuring a strong online presence for a brand in the food and beverage industry is crucial, particularly through review platforms like Yelp, Google for Business, and Facebook. Research indicates that a significant 94% of diners explore a restaurant’s reviews on these platforms before deciding to visit. Moreover, this not only influences potential customers but also plays a pivotal role in determining a brand’s SEO score.
As a popular destination for both tourists and locals, The Esquire Tavern consistently garners reviews on various platforms almost every day. Embark Marketing diligently engages with both positive and negative feedback promptly to uphold a positive online customer sentiment. By the end of 2023, the establishment had achieved a rating of 3.8 stars on Facebook, 4 stars on Yelp, and an impressive 4.4 rating on Google.
Public Relations
Although public relations services were not initially covered by The Esquire Tavern’s retainer contract, there were occasions when we deemed a public relations initiative necessary. In such instances, we provided these services to enhance brand awareness and generate more backlinks for improved SEO.
Throughout the year 2023, we actively campaigned on social media for various local publication awards, leading to The Esquire Tavern securing second place in the San Antonio Current’s Best of the City Awards for Best Bar. In December 2023, The Esquire Tavern hosted the renowned Miracle Pop Up Bar for the second time, transforming the Downstairs at Esquire into a Christmas-themed destination complete with unique decor and a specialty holiday-inspired craft cocktail menu. Embark Marketing spearheaded a press release campaign for the event, resulting in numerous articles and attracting visits from both local and traveling social media influencers.
In total, The Esquire Tavern garnered coverage in 11 press articles across 8 different media outlets in 2023.
Conclusion
Looking to create a buzz about your restaurant or bar? Contact us at 210-365-7635 to see how we can revitalize old brands or bring your concept to life with our award-winning marketing strategies.