The Cove
South Lake Union Bar
When shaping social media strategy for The Cove, I focused on driving growth through organic social media, boosting top performing content, and creating a community of new and engaged people.
As Community Marketing Manager for The Cove Seattle, I own the brand's full social media presence day-to-day from organic content and paid campaigns to influencer and musician partnerships. Below, you'll see how each of these strategies organic social, paid media, and influencer marketing came to life for the brand, building a cohesive and impactful experience.
Organic Social Media
Our organic strategy revolves around a steady stream of engaging content that keeps our current audience connected while drawing in new followers. The Cove is active on Instagram and TikTok, with content primarily focused on video and photos when it makes sense.
Each piece is designed to align with the brand's overarching story, falling into distinct content categories that resonate with our audience's interests and keep them connected. This approach builds brand loyalty while nurturing community growth and engagement.
KPIs: Engagement rate and follower growth
Paid Social Media
Our paid strategy amplifies top-performing organic content to extend its reach to new audiences, alongside dedicated campaigns built to drive traffic and awareness for key events, ultimately guiding potential guests to submit a private event inquiry through the website.
I design, launch, and manage each campaign independently, keeping internal partners updated on progress along the way. The result: broader reach paired with a brand impression that sticks including 3.2K new followers gained in just two and a half months.
KPIs: New followers, impressions, link clicks/CTR
September Music Series
Starting in August 2026, I was tasked with taking on planning social events for The Cove. These events have been promoted only through social media. The organic social post recieved 250K+ views then with addition $ put behind the already existing post it reached 450K views. One of the biggest hurdles this bar faces is continuing to get customers during the slower and darker months, the goal is to host ongoing events, including ongoing music nights, to bring in new and existing customers.
Community & Media Partnerships
Because The Cove naturally draws high foot traffic through the busy summer months, our approach leans heavily on organic, guest-generated content. We see an enormous volume of authentic UGC and social mentions without needing to pay for it, elevating brand awareness and drawing guests to the waterfront organically. We reserve trade or exchange partnerships for select influencers during quieter, off-peak periods.
Beyond individual creators, we also build relationships with local media and tourism outlets including Visit Seattle and South Lake Union, to extend our reach through channels with built-in, high-intent audiences already looking for things to do in the city.
KPIs: UGC volume/mentions, engagement rate, reach
