Case Study: Ouray Hot Springs Pool
Installed Publishing Cadence + Community Engagement System
Industry: Travel and Tourism / City Government
154% Instagram growth and 1.5M+ organic Facebook reach in six months
The Context
The City of Ouray asked for help improving the social media presence of the Ouray Hot Springs Pool, a destination hot springs facility serving both locals and visitors.
The goals were simple:
• Increase engagement and shares among locals
• Improve awareness of events and programming
• Improve public perception of the pool
• Grow Instagram through strong photography
• Expand regional reach beyond Ouray County
The Problem
This organization had no assets in place due to high staff turnover:
• No Brand guidelines
• No Content calendar
• No Photo library
• No Event planning coordination
• No Social media governance structure
All systems, workflows, and strategy were built from scratch during the project.
System Installed
A repeatable content cadence and engagement framework designed for a small municipal team.
Key elements included:
• Defined content pillars
• Daily posting cadence
• Event-driven content strategy
• Photography-first storytelling
• Community-focused caption voice
• Hashtag and discoverability strategy
• Comment moderation and response norms
• Analytics tracking and optimization loop
A simplified social media playbook was also created to allow future staff or interns to continue the system.
Results
Instagram (6 months)
• +154% follower growth (~1,600 new followers)
• +356% increase in reach
• 70%+ increase in views
• Strong engagement driven by event content and photography
• 1.5M+ organic reach in the final 90 days
• Multiple posts reaching 100K–400K+ views organically
• +26% increase in interactions
According to the analytics screenshots in the report (pages 29–31), Facebook views exceeded 1.5 million during the final 90-day window while interactions increased significantly.
Operational Impact
Beyond engagement metrics, the system produced practical improvements:
• Increased event awareness
• Improved community sentiment
• Reduced confusion around hours and closures
• Reduced staff workload answering repetitive questions
Key Insight
Destination brands grow fastest when content reflects daily experience, local personality, and visual storytelling, not just announcements.
A consistent publishing cadence combined with strong photography transformed the pool’s social presence into a primary channel for community engagement.
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