Albatross Lounge Proposal
Social Media Proposal | Social Media Management
2025
BRANDING & IDENTITY
SOCIAL MEDIA MANAGMENT
CONTENT PRODUCTION
INFLUENCER MARKETING
WHO ARE WE?
A Confluence of Art, Human Experience, and Marketing Brilliance
At FAACES, we blend the nuances of the human experience with the science of marketing and branding. Our philosophy is centered on understanding human emotions and behaviors, and translating these into powerful, resonant brand narratives.
Current Brand | Identifying Areas for Enhancement
Steering Clear of Conventional Industry Imagery
Narrative Deficiency
Cultivating a Distinctive and Cohesive Brand Identity
Our Vision
Our vision is to help people genuinely understand what Albatross Lounge is and why it is worth visiting.
Albatross is not just a golf membership venue. It is a social lounge, a food and drinks destination, an events space and a place where everyone is welcome. Memberships enhance the experience, but they are not required to enjoy what Albatross offers.
Our role is to shift perception so more people feel comfortable visiting for the first time, while naturally building awareness and interest in your different membership tiers over time.
Our Understanding of the Challenge
From our conversations and review of your past marketing, there are several gaps that have limited Albatross’s growth so far.
Previous marketing focused on producing content that looked polished but lacked authenticity and a genuine understanding of the business. Much of it was created offshore and did not feel like an extension of the venue, the team or the experience inside Albatross.
Posting was inconsistent, there was no clear rhythm, and paid advertising was not being utilised outside of a very close proximity. This significantly limited reach and meant opportunities to introduce Albatross to a wider audience were missed. Not enough resources were invested into reaching people beyond the immediate local area, despite the venue offering far more than just golf.
Influencers were engaged for one off moments without structure, accountability or follow through. Promised content was not always delivered, and there was no longer term approach to building awareness.
Most importantly, many people still see Albatross as a golf membership focused venue rather than a space that is open and welcoming to everyone. This has limited interest from casual visitors, social groups and first time guests.
With limited walk in foot traffic and lift access required, marketing plays a much bigger role for Albatross than it would for a typical street front venue. People need clarity, confidence and a reason to choose Albatross before arriving.
Our Approach
FAACES does not operate as a traditional marketing agency.
We work closely with the businesses we partner with and act as an extension of the team. We take time to understand how the venue operates, who your customers are, what drives casual visits, repeat visits and membership sign ups.
Everything we do is grounded in:
Content that feels real
Consistency over time
Clear communication of what you offer
Our focus is on building awareness, trust and familiarity that supports both casual visitation and long term membership growth.
Positioning Albatross Lounge
A key focus of our work is clearly positioning Albatross as what it truly is.
A golf and social lounge that is open to everyone
A food and drinks destination
A venue for unique events and experiences
A space for groups, celebrations and corporate bookings
Memberships will be positioned as added value rather than a barrier. Content will show people visiting casually, attending events and enjoying the space with friends, making membership a natural next step rather than a requirement.
Content Strategy and Creation
Content will be created around a clear content plan and strategy so everything shared serves a purpose.
Rather than posting randomly, each piece of content will support awareness, engagement, and events.
We will shoot on site a minimum of once a fortnight to capture content in line with this plan. These shoots will focus on atmosphere, food and drinks, people enjoying the space, events and everyday activity.
In addition to this, content will also be captured for one off events and activations such as paint and sip nights, tastings and social events. This content acts as an extra push to drive awareness and attendance and ensures events are properly showcased.
This approach allows us to stay consistent while remaining flexible to what is happening at the venue.
Social Media Management and Consistency
Social media will be managed consistently with a clear structure in place.
This includes:
Three feed posts per week
Posting on stories a minimum of five days per week, with at least two story slides per day
Updated and reorganised story highlights
A refreshed look and feel across social content to better reflect the Albatross brand
Feed posts will focus on a mix of experiences, events, food and drinks and education around what Albatross offers. Stories will show regular activity, build familiarity and reinforce that the venue is active, welcoming and easy to visit.
Highlights will be updated so key information such as events, memberships, food and drinks and how to visit is easy to find for new visitors.
Paid Advertising
Paid advertising will be used to build consistent brand presence and drive awareness beyond organic reach.
Branded video and photography created during content shoots will be used to support ongoing advertising. These assets will showcase the Albatross experience, including the atmosphere, people, food and drinks, events and overall offering.
FAACES will manage paid advertising across Meta, including setup, monitoring and ongoing optimisation. Campaigns will focus on:
Introducing Albatross to new audiences beyond the immediate area
Promoting events and experiences
Supporting quieter periods
Reinforcing that Albatross is open to everyone
Membership focused advertising can be layered in once awareness and engagement builds, targeting people who have already interacted with the brand.
Ad spend is paid separately by Albatross.
Influencer Strategy and Management
Influencer marketing works best when it is structured, accountable and spread out over time.
As part of this service, we implement the FAACES Content Network Program, a structured approach used across hospitality and lifestyle brands to ensure influencer activity feels natural and delivers what is promised.
Creators are selected based on alignment with the venue, audience and experience rather than follower numbers alone.
Each collaboration is managed end to end, including:
Creator selection
Clear deliverables
Posting timelines
Follow up and accountability
Content reuse across social and advertising
Creators are introduced gradually to keep Albatross consistently visible and shown through different experiences, events and audiences, while protecting brand perception.
Growth, Awareness and Rollout Plan
We are transparent about how growth happens and what to expect.
Marketing momentum takes time. The focus is on building strong foundations first, then layering activity so each channel supports the next.
Phase One: Foundation and Setup (Weeks 1–2)
Social media refresh and visual consistency
Initial content shoots
Highlight updates and clearer messaging
Development of ad and influencer briefs
Phase Two: Brand Presence and Consistency (Weeks 3–4)
Consistent posting rhythm established
Branded content introduced into advertising
Awareness begins to build organically and through ads
Phase Three: Influencer Activation and Expansion (From Week 5 onwards)
Influencers introduced through the FAACES Content Network
Paid content expanded to amplify what is working
Ongoing promotion of upcoming events
This phased approach ensures activity is not rushed, brand perception is protected, and awareness, engagement and conversion grow steadily.
MOOD BOARD
An example of the creative direction we can build for Albatross and the visual world that will grow with it:
We’ll shape a clean, considered aesthetic that feels true to Albatross Lounge, a social, welcoming and experience led. Using a mix of digital photography and natural, in the moment content, we’ll capture what makes the venue memorable: people playing and socialising, food and drinks being shared, events in full swing, and the relaxed atmosphere that keeps people coming back.
With thoughtful art direction, everything from lighting to framing will feel intentional, helping tell a story that goes beyond golf. It’s about the full Albatross experience, the social energy, the events, the food and drinks, and the feeling of spending time there. This isn’t about over styling or forced moments. It’s about keeping it real, approachable and engaging, so people can picture themselves there before they even arrive.
Ultimately,
We believe your brand has the potential to leave a lasting impression. We would love to help you get there.
This is what separates being seen as merely just a “gold venue” and being positioned as a BRAND. One that is not only seen and heard but felt and remembered - FAACES
Weekly Retainer Quote
Weekly Retainer: $750 + GST
Billed weekly on a set agreed day
First month paid upfront, then billed weekly on a set agreed day
Minimum three month commitment
What’s Included
Fortnightly on site content shoots
Ongoing content planning and creation aligned with strategy
Three feed posts per week
Stories posted a minimum of five days per week, minimum two slides per day
Caption writing, scheduling and community management
Updated and refreshed story highlights
Consistent visual direction across social content
Creation of short form video and photography, including branded content for advertising use
Paid advertising management
Setup, monitoring and optimisation of Meta ad campaigns
Ongoing brand awareness, event and campaign support
Ad spend paid separately by Albatross
Influencer strategy and coordination via the FAACES Content Network
Creator selection, briefing and deliverable management
Ongoing strategy, rollout planning and communication
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