In House Case Study
Brian Head Resort
Building stronger content, a more consistent brand story, and a social presence people wanted to engage with.
Industry
Ski Resort / Outdoor Recreation
Services
Photography / Videography / Social Media Management
Focus
Content Production + Brand Positioning + Social Media
The Results
+15%
Follower Growth
+25%
YoY Engagement
+25%
YoY Shares
+35%
YoY Posting Volume
"A large audience does not mean much if people stop paying attention."
The Challenge
A Big Audience That Needed More to Engage With
Brian Head Resort already had a large social following and a loyal community around the mountain.
The challenge was not simply getting more people to follow the account.
Engagement had been declining, content needed to become more consistent, and the resort needed a stronger library of professional photography and video to support marketing across the season.
At the same time, every post needed to reinforce what made Brian Head different rather than allowing the feed to become a random collection of promotions, powder shots, and operational updates.
Services Provided
Photography
Social Media Management
Videography
Branding
What Needed To Change
Content Production
Brian Head needed a larger, more intentional library of professional photo and video assets that could support social media, campaigns, websites, email, paid advertising, and seasonal promotions.
The goal was not simply to shoot more.
It was to plan productions around what the marketing team would actually need throughout the season.
Brand Consistency
Brian Head already had strong reasons for people to choose the mountain, but those ideas needed to appear consistently across social media.
The brand needed to repeatedly communicate:
Red Rocks & Scenic Beauty
A mountain experience surrounded by the unmistakable landscape of Southern Utah.
Tight-Knit & Welcoming Community
A resort that feels approachable, personal, and connected to the people who ski and ride there.
Less Crowded
More time enjoying the mountain and less time dealing with the congestion of larger destination resorts.
Affordability
A mountain experience that remains accessible to families, locals, and travelers looking for strong value.
Social Engagement
The account needed more than promotional content.
The strategy had to give people a reason to comment, share, send posts to friends, and see Brian Head as part of their mountain culture instead of simply another resort account.
The Approach
Build the Content. Reinforce the Brand. Make Social Worth Following.
Over eight months, I planned and produced six multi-day content shoots around specific seasonal and marketing needs.
Each production was built around:
Shot lists
Upcoming campaigns
Seasonal priorities
Terrain and activities
Asset gaps
Model selection
Photo and video requirements
Multiple marketing formats
The goal was to leave each production with enough variety to support the brand across multiple channels rather than simply delivering a handful of hero images.
The Approach
Build the Content. Reinforce the Brand. Make Social Worth Following.
The people in the content mattered just as much as the locations.
Models were intentionally selected around the experiences and audiences Brian Head wanted to represent.
Because I was consistently present at the resort, I also became a familiar face within the skiing and riding community. That helped build relationships with athletes, guests, employees, and locals who were comfortable participating in shoots and representing the mountain authentically.
The Approach
Build the Content. Reinforce the Brand. Make Social Worth Following.
Social content was built around four recurring brand pillars so Brian Head’s positioning stayed clear throughout the season.
Red Rocks & Scenic Beauty
Showcase the unique Southern Utah landscape.
Tight-Knit & Welcoming
Highlight the people and community behind the resort.
Less Crowded
Reinforce the value of more time on the mountain.
Affordable
Keep passes, tickets, and experiences approachable.
The Approach
Build the Content. Reinforce the Brand. Make Social Worth Following.
Brian Head already had the audience. The opportunity was giving people more reasons to interact.
Content balanced:
Useful
Conditions, events, terrain, and resort updates.
Shareable
Memes, humor, mountain culture, and relatable posts.
On Brand
Content that consistently reinforced what made Brian Head different.
Promotional
Offers and experiences worked naturally into the feed.
The Results
Brian Head came away with a deeper library of professional photography and video while its social channels became more consistent, more intentional, and more engaging.
The three pieces supported each other. Better production gave social media stronger material to work with. Clear brand pillars kept the message consistent. A more culturally relevant social strategy gave people more reasons to interact with the resort.
And that is the larger takeaway:
Good content gets stronger when there is a strategy behind where it goes and what it is supposed to communicate.
All of your work has profoundly boosted our socials and brought a community to our online presence. You will truly be missed here at Brian Head.
-Tom Pettigrew | Brian Head GM
A Big Following Is Not the Same as an Engaged Audience
Brian Head's situation is something established brands can easily run into. The audience is already there. The brand is already known. But over time, the feed becomes more promotional, posting becomes inconsistent, and the content stops giving people much reason to interact.
At that point, the answer is not necessarily chasing more followers.
Sometimes the better opportunity is getting the existing audience excited about the brand again.
For Brian Head, that meant stronger creative, clearer brand positioning, more consistent publishing, and social content that felt like it belonged in the community it was speaking to.
Have the Audience but Need Better Engagement?
Better content is only part of the equation.
I help businesses create stronger creative and build a clearer plan for how that content supports the brand and reaches the people it was made for.