Fifth Generation Restaurateur – Andrea Gonzmart – Women’s History Month

Andrea Gonzmart, 5th Generation Owner/Operator, Columbia Restaurant Group

Five Generations of Excellence in Restaurants

Please share a little bit about your background personally and professionally. 

I was blessed to be born into the hospitality industry. I began working in my family’s restaurants when I was 10 years old, and I continued working there every summer until I graduated from the University of South Florida. I joined the company full-time in 2001.

I was the first woman to work in the kitchen at the Columbia Restaurant in Ybor City, learning all facets of the back of the house, from the dishwasher to the grill. I went on to be an assistant manager at our Columbia Restaurants in Sand Key, St. Petersburg, and Celebration. Then, I transitioned to our corporate offices in 2004 where I was able to work alongside my father, Richard, and learn another angle of our family business.

How did being a woman affect your professional path/path to leadership?

When I began my career in the restaurant industry at the age of 22, there were very few women in my company. I was fortunate to work underneath many wonderful people, including my father, that believed in me and guided me along the way. They have taught me to be confident in my decisions and compassionate with our employees. Every day there is something new to learn, and I am always excited to find out what it is!

How do women positively impact Florida’s hospitality industry?

In a once male-dominated industry, women have been able to push innovation and create experiences aimed at a broader and more inclusive audience.

What qualities make a great female leader?     

Confidence, compassion, commitment, determination

What does Women’s History Month mean to you?

It is important to take time to honor those who paved the way so that we can set new goals to achieve.

Is there a woman from history who you admire? Why?

The woman I admire the most from MY history would be my grandmother, Adela Hernandez Gonzmart, who is the third generation of our family’s company. She was truly a pioneer for women in the restaurant industry, so much so that she was named to the Florida Women’s Hall of Fame in 2018. She loved our restaurants as though they were her second home and loved our employees as if they were all her family. I strive to be like her every day of my life.

Why is it important for more women to be recognized in leadership roles?

It inspires our next generation of young female leaders and recognizes those who set positive examples. Women who see leaders who look, act, and experience life like them in the industry make them feel included. It reinforces positive views of their gender and what they can achieve in the restaurant industry.

What piece of advice would you give to women coming up in hospitality?

Always have confidence in your decisions and trust your intuitions. It is also important to have compassion with your fellow employees; compassion is not a weakness, it is a quality of a strong leader.

What professional, personal or community service driven accomplishments are you proud of? 

In the fast-paced restaurant industry, it is important to find balance. I am proud of the work I do every day for our 14 restaurants, but I am also even more proud of being a mom to my 12-year-old daughter, Amelia, who represents the 6th generation of our family business. I also think it is important to be involved in my community and give back through involvement in local boards, like the Florida Aquarium Board of Directors, Humane Society of Tampa Bay Advisory Council, University of South Florida Foundation Board of Directors, and the FRLA Board of Directors of Hillsborough County.

NICOLE CHAPMAN – SHOWING OTHER WOMEN AND HER DAUGHTER THAT HARD WORK PAYS OFF– WOMEN’S HISTORY MONTH

Nicole Chapman, FRLA Northeast Florida Regional Director and Florida Inns Director

SHOWING OTHER WOMEN – AND HER DAUGHTER – THAT IT CAN BE DONE!

Nicole Chapman has always known she wanted to work in events and hospitality. She majored in Tourism and Event Management at the University of Florida and has been in the industry ever since. She interned with the City of Jacksonville Beach, planning their summer events and was hooked. As she thought about her future, she loved engaging with others, public relations, and planning events. Sounds like the perfect fit for our industry!

Nicole worked first with her local Hotel Association and helped lead their merger with the Florida Restaurant and Lodging Association (FRLA) and became Regional Director for the Northeast Florida Chapter. Since taking on that role, she has also created the Florida Inns Chapter by merging Florida Bed & Breakfast Inns and the Superior Small Lodging Associations into FRLA to create the first statewide special interest chapter that represents small independent lodging business who have under 50 rooms.

As a young woman joining a male-heavy industry, she notes that confidence in her abilities and hard work were both key to her success. “You can’t be intimidated,” she says. She credits many professional leaders – both male and female – who believed in her, saw her talent, and helped her to grow.

She works tirelessly to promote her local FRLA members and connect them with the latest news, resources, and updates to keep their businesses thriving. COVID shuttered so many businesses in Florida – and across the nation – and Nicole was determined to advocate for Northeast Florida businesses.

Becoming a mother helped her to see her work from another important perspective – her children. Women in the workforce often struggle with the appropriate balance between family, work, and self. The hours in hospitality not being the typical 9-5 job can present significant challenges. Nicole shares a saying she once heard that is her daily motto: “There are days you will be an amazing employee, an amazing mother, and an amazing wife, but you won’t be all three in one day.” This helps her to show grace to herself as she continues to push hard to do her very best. On being a female leader in hospitality, she says, “You have to take initiative, own projects, have that entrepreneurial spirit. You have to push hard, and you have to really want it.”

Her goal is to show other women that it can be done. Hospitality is the top industry in Florida – responsible for so much economic health for the state and millions of jobs. And while she loves her work, she tells us, “At the end of the day, I want to show my daughter and future generations that there is opportunity out there if you work hard. You can have a successful job and be a mother and make a difference in the community.”

CLOSING QUESTION: What piece of advice would you give to women coming up in hospitality?

“Do your job and do it well. Apply your values to your work life as well. There is room for all of us at the table, and if you work hard and do the right thing, good things will come.”

Sara Malmstrom – Don’t Be Afraid to Try – Women’s History Month

Sara Malmstrom – Owner/General Manager, Sage Bistro

Don’t be afraid to try!

Tell me a little bit about your background personally and professionally.

I am a retired graduate school dean who had no aspirations to own a business, let alone a restaurant. I worked in the field of education my entire professional life, the last 23 in higher education.

How did you get into hospitality?  

I bought a restaurant to give my son, who graduated from a culinary program I had a hand in starting at Keiser University’s Melbourne campus, an opportunity to be an executive chef. Jordan had been a sous chef for two executive chefs with ownership interest in their restaurants. He had seven years in the field when I told him I was purchasing a restaurant that we could run together. He told me I was crazy and asked if I had any idea how hard it was to own a restaurant. I told him honestly that I didn’t!

How do women positively impact Florida’s hospitality industry?

There are a multitude of strong women restaurateurs, owners, GMs, chefs, and many, many hoteliers. The creative energy that women bring to the field is pretty awesome.

What qualities make a great female leader?     

A female leader has to be smart, tough, and a good people person. A sense of humor and political savvy doesn’t hurt either. Men have a handle on networking and the ‘good old boy’ thing. Can we develop the ‘good old girl’ thing?!?

What does Women’s History Month mean to you?

Women’s History Month is an opportunity to showcase what women have accomplished and cement role models for the younger generation.

Is there a woman from history who you admire? Why?

My grandmother, Ruth LeMaster. She earned a master’s degree from University of Oregon while raising two young children. That was at a time when women didn’t go to college, let alone earn graduate degrees.

Why is it important for more women to be recognized in leadership roles?

Women need to be recognized in leadership roles to create role models for girls and to narrow the gender gap, especially in pay. The glass ceiling is real. We need to celebrate those who have cracked it so others will be able to do so even more.

What piece of advice would you give to women coming up in hospitality?

Don’t be afraid to try. It takes long hours and mental toughness, but if you aren’t afraid of hard work and risk, and if you believe in yourself, you can go far.

What professional, personal, or community service driven accomplishments are you proud of?

I am proud of creating, with my son, a successful restaurant and surviving through the crazy pandemic. I am also proud of my career in higher education and the many degree programs I was able to start and get through the accreditation process, most with perfect accreditation records. To name a few, I was responsible for starting a Master of Science in Physician Assistant, a Master of Nursing Practice, a PhD in Education, an MBA, a DBA, oh, and an AS in Culinary Arts!

Dannette Lynch – Following Her Passions – Women’s History Month

Dannette Lynch, FRLA Regional Director and Director of Membership

“Appreciation is Key”

Dannette Lynch, FRLA Regional Director and Director of Membership, likes to say that she was born into the hospitality industry. Her grandparents had a restaurant in Illinois that served breakfast and lunch daily, and Dannette, all of four years old, appointed herself the greeter. If you know her at all, that shouldn’t surprise you. Dannette is one of the most welcoming people you will ever meet, and she always rolls up her sleeves to get to work.

Dannette’s path to hospitality is as extensive as it is diverse. She actually planned to go to medical school but got involved in a big community event as a volunteer. Through that engagement, she received a call to join Nike and the world of professional sports – specifically the North American Soccer League (NASL), the first professional soccer league in many U.S. cities. Through this job, she got to travel the country and the world, deepening her love of travel. And it wasn’t her only sports gig – she worked with the Tampa Bay Buccaneers and remains a very active sports fan!

Another passion of hers is performing arts. In Pinellas County, she opened a performing arts center, Ruth Eckerd Hall, as Marketing Director and was able to get involved with bringing more culture to the region. She coordinated partnership marketing for Busch Gardens and then moved to work at the local Convention and Visitors Bureau, where she worked in hospitality education. She conducted all the trainings and hospitality certifications and served on the Pinellas Hotel Association and the Pinellas Restaurant Association, which led her to FRLA. One of many notable accomplishments was creating one of the first Super Bowl Trainings in Tampa to help educate local businesses and the NFL on how to greet visitors and excel at customer service for the influx of visitors the big game brings to town. The NFL replicated her training the next year in New Orleans because of its success – one Dannette calls a team effort.

Throughout more than 40 years working professionally in Florida’s hospitality industry, she has accomplished a great deal. In addition to her NFL training, she is incredibly proud of her work to start three Hospitality/Culinary Programs at local colleges, technical schools, and high schools. To attract students into the programs, they had to be innovative and also created scholarships to help get youth into the programs and onto the hospitality career path.  Along the way for all of her efforts, Dannette has received numerous honors, including the Key to the City of Clearwater and Tourism Person of the Year from both the City of Clearwater and Tampa Bay Beaches.

Dannette credits her dad for her achievements across male-dominated industries. “My dad always put me on equal level and insisted I did things outside of my comfort zone, whether it was learning a new skill or sport or speaking to others…I feel very fortunate that he did that,’ she says. Because of that perspective of equality and inclusiveness, she never thought about work and her professional path as women versus men. She feels incredibly lucky that it was never an obstacle for her. She says she had a tremendous amount of opportunity, proved herself, and had wonderful supervisors who helped encourage her. She adds, “When you have someone who has that kind of confidence in you, you want to perform and succeed even more for them. Through my work ethic and work quality, I definitely earned it, but having that support makes all the difference.”

And she truly believes that women make a positive impact on Florida’s hospitality industry each and every day. Hospitality comes naturally for women, she says. Being welcoming and showing sincere consideration for others are traits that make a great female leader. “Do the work,” she says. “Be strong, be flexible, and be compassionate. Appreciation is key.”

Dannette says that the trailblazing women who came before her are directly responsible for her having the opportunities she has had and she believes in paying that forward. She loves to share her knowledge and wisdom with women coming up in hospitality and gives them this advice: “Enjoy your time! There are plenty of amazing opportunities. Take advantage of them and learn as much as you can. Be kind to the wonderful people you meet along the way. The friends and colleagues you will enjoy are like no other in the hospitality industry.”

With so much to be proud of at work, she is even more proud of her family. She married her high school sweetheart and has two sons, two wonderful daughters-in-law, and four grandchildren.

Closing question: Is there a woman from history or your life that you admire and why?

“My grandmother. She had the most inspirational work ethic. She came to America ALONE at 9 years old from Sweden. Her mother had passed away and her father had six sons and did not feel he could care well enough for her alone. She came to the U.S. to an aunt she had never met. She spoke no English and left the only world she ever knew. Despite facing those challenges, she worked hard and achieved so much. She taught herself English and became one of the first women telegraph operators. She also worked alongside my grandfather. She was one of the most independent, compassionate, and loving woman I have ever known and she inspires me every day.”

 

 

 

 

Getting to Know Sonny Flynn – Women’s History Month

Sonny Flynn, Owner/CEO of Alligator & Wildlife Discovery Center, John’s Pass Rescue, and BITE Trolley

 

Please share a little bit about your background personally and professionally.

I was raised in the hospitality industry. My parents owned a little pizza parlor, and I started helping there once I was tall enough to reach the tables. I also found my love for cooking.

Today, I am Owner of the Historic John’s Pass Alligator & Wildlife Discovery Center that has been a staple Attraction in Pinellas County for a decade, drawing thousands of excited visitors annually. Our mission focuses on wildlife preservation, animal rescue, and education.

I have dedicated myself to saving thousands of animal lives by adopting them or assisting in the relocation of unwanted pets. By educating the public through my Wildlife Education Center, my staff and I help visitors to understand the needs of certain species and what it takes to have them as pets. I believe by educating the public about the needs of certain species and which ones are good household pets and the ones that are not, will help eliminate the numbers of neglected and unwanted pets in society. Before this, I had more than 30 years of success in the tourism and hospitality industry.

My most recent adventure is BITE Trolley. More than just a transportation company, we are adding an entertainment factor, with animal ambassadors, music with students from School of Rock, and the occasional guest brewery.

How did being a woman affect your professional path/path to leadership?

Being a woman in business, I met some challenges along the way, but it was those challenges that created even more drive and determination for me to accomplish any goal I set for myself. Without those hurdles, I would not be the strong, compassionate leader I am today or have the success.

How do women positively impact Florida’s hospitality industry?

There are several women I have met along the way that have had a huge impact on the hospitality industry. They are restaurant/bar owners, general managers of large hotels, and leaders in our trade association and local chambers, to name a few. Although the hospitality industry is very competitive, women are more likely to support each other and help each other grow. They recognize strength in numbers and maintain compassion. In my opinion, the successful women dare to dream and multitask well to get it done.

What qualities make a great female leader?

Self awareness, connection, compassion, resilience, and persistence

What does Women’s History Month mean to you?

Women’s History Month is important. We have overcome a great deal, but we have some more work to do for equality. To see the women of past and present recognized for accomplishments is amazing and long overdue!

Is there a woman from history who you admire? Why?

Queen Elizabeth. Under her rule, England became a major European power in politics, commerce and the arts.

Why is it important for more women to be recognized in leadership roles?

Female leaders create a more diverse workforce, generate broader societal impacts, and serve as role models. Recognizing them will benefit both men and women in career advancement, pay equity, and will aid in changing workplace policies.

What piece of advice would you give to women coming up in hospitality?

Dare to dream! In unity we all succeed! With patience and perseverance anything is possible.

What professional, personal or community service driven accomplishments are you proud of?

Alligator & Wildlife Discovery Center & John’s Pass Rescue are my proudest accomplishments. It is an honor to save animals, share conservation efforts, continue education programs, and now with the farm go back to my beginning and support culinary programs.

Olivia Hoblit – Mentoring the Next Generation of Hospitality Leaders – Women’s History Month

Olivia Hoblit, Regional Manager of Innisfree Hotels and FRLA Board of Directors Chair

 

 

Mentoring the Next Generation of Hospitality Leaders

FRLA Board of Director Chair Olivia Hoblit always knew she wanted to be a leader. Coming to the U.S. with her family from the Philippines at the age of 15, she was in a new place but had the drive to overcome any challenges to succeed. She began her career in hospitality in food service at the age of 17, and it was at that restaurant where her life changed. She met a regular customer – actually in the legal profession – who began to mentor her and brought her under her wing in the legal field.

As Olivia worked her way up to paralegal and set her sights on law school, something happened that changed her path entirely. She started working part-time at a luxury beachfront boutique hotel – Elizabeth Pointe Lodge – and fell in love with hospitality and began to focus full time her passion for this industry. The hotel owners invested in her and guided her on this new path, and she attributes these important mentors for her love of teaching others.

Her hotel experience beyond the Lodge includes GM of the Seaside Amelia Inn – owned by Innisfree hotels, The Ritz-Carlton Amelia Island, and now Regional Manager of Innisfree Hotels. She has been honored with awards for her performance and achievements and was selected as one of the Top Women in Lodging by FRLA.

Like women across business, Olivia feels that she sometimes has to work harder in this industry as a woman, but she credits the people who have mentored her and shown her the way as providers of hope and positivity to know that her dedication and hard work pays off.

She says that women positively impact Florida’s hospitality industry because they do their job from the heart and take care of the people around them. Being empathetic and caring are important qualities for great female leaders. “Caring for people, helping them to be successful, and investing in others is so important to me,” she says. Helping find talent and helping them propel to the next part of their career is something she is laser focused on as FRLA Board Chair.

When asked what piece of advice she has for women coming up in hospitality, she said, “Find someone to mentor you – someone you could learn from. It will be the best thing you ever did. And then do the same for others. Giving people the opportunity to grow and a perspective of hope is important alongside hard work and drive. Always work to make things better.”

Closing Question: What does Women’s History Month mean to you?

“Women’s History Month is an opportunity to recognize women’s strength and accomplishments – our many contributions to history, society, and culture. We owe so much to those who came before us; we owe it to them to pay it forward.”

How to grow your Instagram followers for your small business

Thursday, October 21, 2021

As a small business owner, you know how powerful word of mouth is for attracting new customers. You also likely know how important it is to use social media platforms to help you spread the word–digitally. But did you know that brand engagement rates are highest on Instagram, beating both Facebook and Twitter? According to Instagram, 90% of its users follow at least one business.

How can you grow your Instagram followers and potential customer base — and keep your target audience coming back for more? In this article, you’ll learn why Instagram engagement matters, how to use the different features of the platform and tips and tricks for maximizing your reach and impact. We can help you set goals, set your Instagram account up for success and help you make the most out of your Instagram posts. Let’s dive in.

Set social media marketing strategy goals

Setting social media marketing strategy goals for your Instagram page can help you monitor the time, effort, and potential money you’re investing in marketing on platforms like Instagram.

Having clear Instagram engagement goals can help you plan and create content as well as monitor improvement. Marketing strategy goals can also help your team create quality content that aligns with what you aim to accomplish.

Set up a profile using Instagram for Business
Once you’ve set your goals, it’s time to start making your Instagram profile work for you. If your account is not set up as a business profile, consider switching to an Instagram for Business account. Using an Instagram for Business account provides benefits such as:

  • Instagram analytics and tools that show how well your content is performing so you can track your goals more easily and understand your audience demographics and more.
  • Features to expand your profile and sell products, including the ability to create and publish Instagram ads without having to use advertising tools through Facebook.

Creating a unique and on-brand Instagram page, in addition to high-quality content, can help you hook new followers by showing them why your business is worth following.

Create an Instagram bio that tells your story
While not directly tied to follower growth, your Instagram bio is your first opportunity to connect with potential followers and get them to click the follow button. The bio is a place to showcase your brand’s personality, tell visitors about your products or services and what makes it unique. An Instagram bio should include your company’s category/industry, your location(s), contact info and a link to your website. You also can include associated social media account handles.

There’s limited real estate to tell your brand’s story. With only 150 characters available, you need to keep it brief. You can use formatting to organize info in your Instagram bio, such as line breaks to create vertical spacing. If it makes sense for your brand’s voice, consider using emojis to show off your brand’s personality and potentially save character space. You could also use a call to action (CTA) in your bio to set up your profile’s link.

A profile photo can help potential followers instantly recognize that it’s your company. Most businesses use a logo, logomark (the logo without any words) or mascot as a profile photo. You could also use a photo of your sign or storefront–even an image of your signature products. Don’t feel like you have to limit your creativity, but make sure the image can easily identify your brand.

Use one clickable link to get followers to explore pages, content
Instagram offers one clickable link field in the bio for accounts with less than 10,000 followers. Your clickable link is prime real estate to send a potential customer where you’d like them to go. You can use the link to send people to your main website homepage or frequently change out the link to reflect an event you’re promoting or other current content you may produce.

Additionally, tools are available to create a “link in bio” link tree/landing page to offer multiple clickable links for Instagram posts, product pages and other links without leaving the Instagram app. This approach is best for businesses that have numerous offerings and want to drive customer traffic to multiple links or different types of content. No matter which strategy you use, you should use your clickable link to send Instagram users to visit other relevant content.

 

Create a visual identity and brand voice true to your business
Instagram is all about visuals, no matter the format. Maintaining a consistent visual identity that represents your brand can give your content a cohesive feel. This identity can include your brand colors, tones, and much more. Editing style, filters, and photo composition can all affect your visual identity.

A consistent and unique visual identity can help new followers get to know your brand by just seeing it. If you stay consistent, your Instagram audience will begin to associate the style with your brand unconsciously. No matter what content format you use on Instagram, your content should look like you and tell your brand’s story while adding value to your audience.

Your Instagram captions and text are just as crucial for brand storytelling and helping users find you.

You don’t want to focus solely on visuals, though. Having a brand voice for Instagram can allow you to experiment with all of the Instagram content formats and still consistently sound like your brand voice.

Does your brand use emojis? Will you make memes or repost memes? Does your brand voice use humor? As with visual identity, your brand voice can help your Instagram audience know it’s your business.

Use Instagram content formats to your advantage
Instagram began as an app to share photos. It is now a social media platform that continually releases new features and content formats for users to engage. The platform offers a variety of ways your business could interact with an engaged audience, including:

  • Instagram Carousels: This feature allows for publishing up to 10 photos in a single post.
  • Instagram Reels: This format, reminiscent of TikTok, hosts 15- to 30-second videos that can include audio, visual effects or other creative tools. Reels can be shared in your Instagram feed and discovered on the Instagram Reels tab on the platform.
  • IGTV: Instagram TV, or IGTV, is for videos longer than 30 seconds. IGTV would be used best for a recurring video series.
  • Instagram Stories: Stories are photos or videos that are full-screen, vertical and disappear after 24 hours. They appear at the very top of the app rather than in the news feed. The Stories feature is a good tool for visual storytelling, where you can produce things with a beginning, middle and end. Instagram Stories also can include fun, interactive elements such as stickers, polls and filters, which can increase engagement and get your audience in the habit of viewing your Stories consistently.
  • Instagram Live: Instagram users can live stream video through Instagram Stories in this format. This format allows brands and content creators to connect directly with their followers and target audience through Q and A sessions, demonstrations and so much more.
  • Instagram Guides: This content type is a cross between Instagram Carousels and blog posts. Each guide includes a cover image, title, introduction and optional descriptions for entries that users can build from previously posted content, places, or product listings from your account.

 

Post and interact with your audience consistently
Building an Instagram following requires posting regularly and interacting with your audience. That said, business owners need to sleep and take vacations. Consider using a tool that lets you schedule and publish Instagram posts, especially if you’re a team of one. There are a variety of tools available at different price points, such as Hootsuite, Sprout Social, Salesforce’s Social Studio and many more that can provide the functionality that meets your goals.

Instagram users expect a steady stream of interesting, engaging or educational content from the users and brands they follow. Having a consistent posting schedule shows your audience that you’re a serious brand worth following.

Responding to comments, mentions and direct messages (DMs) is also crucial for users to feel confident following your business. Your followers are real people with opinions, issues or questions, and responding and engaging shows respect. Additionally, make time to respond when someone mentions or tags your brand in their post –– they’re helping to spread the word about you! It’s easy for users to hit the unfollow button if they feel ignored; don’t let it come to that.

Additionally, you may want to consider developing social media guidelines to help the person managing the Instagram (if it’s not you) to help them navigate interactions with your Instagram followers.

Use hashtags to feed the Instagram algorithm
Hashtags help Instagram users find the content they want to see. Instagram hashtags are keywords or phrases with a hashtag symbol before them, such as “#photography.” Instagram captions are not searchable, but hashtags are. Clicking on a hashtag or searching for a specific hashtag will show users all content associated with that tag.

Hashtags can help improve the chances of potential followers finding and engaging with your content. Posts that contain a hashtag get more engagement than those without hashtags. Consider hashtags related to your business that are easy to use, catchy and popular for your posts. You can create a branded hashtag for followers to use when posting about your business.

Using broad hashtags related to your business increases the chance people see your posts from all corners of the world. You may also want to use branded hashtags that are unique to your business to capture more local/relevant attention. If a hashtag is irrelevant to your post, it will not make sense to potential followers or aid your goals.

Help users find you with geotags
Geotags, or Instagram location tags, use a precise location that users can add to a post or Story. The tags can be identified by the GPS in a mobile device and can be geographical (like a city) or a particular business (think like a restaurant). Businesses can create a geotag for their business and start reaping the benefits of using it on posts.

Using geotags helps Instagram compile posts tagged at the location. A geotag can be added at the time of posting or retroactively. Instagram categorizes posts as “top” and “recent” posts by location, and your brand photos will live among the posts from your customers or visitors when they use a geotag while posting about or from within your business.

The “View Information” button within the geotag can link to information about the business. The geotag functions can help with brand awareness and allow potential customers to research your business and see what others have posted about you.

Promote your Instagram on other social media channels
If you have an engaged following on other social networks, let them know you’re on Instagram. Let them know what kind of content you’ll be posting – that way, they can decide if it’s worth their time to follow you in multiple locations. Additionally, use Instagram stories and crosspost them to your Facebook page to help you reach new audiences and increase the likelihood you’ll get the follow on Instagram.

Grow your reach with Instagram ads and campaigns
Instagram ads can get your content in front of a broad, targeted audience and help you reach your goals faster. You can “boost” your social posts to a wider audience or create specific advertisements for products or services. Instagram ads increase the reach of your content as well as include call-to-action buttons. These features help reduce the steps to get viewers to your website or store from the app.

You can buy Instagram ads through their platform. You set a maximum budget of what you’d like to spend for the entire time the ad runs. Costs for Instagram ads can average around $.50 to $1 per click, or cost per click (CPC). You can try out Instagram ads with a small budget and track the insights to see if it’s the right strategy for your business. It can be an effective and targeted way to reach prospective customers in the right stage of their buyer journey.

 

Consider working with influencers
Influencer marketing is a great way to build a loyal Instagram following. Instagram influencers are basically people who post a lot of content and have a lot of engaged followers. Influencers often work with brands and businesses to help generate interest in their products and services.

The thought of influencer marketing can seem intimidating to smaller businesses but consider working with micro-influencers: content creators with a smaller but dedicated following, often in local markets or within specific categories like food, crafts, etc. Look for popular content creators within your industry with small or large followings that might be interested in your brand.

Think about your own Instagram follower customer base. You could already have an influential (or budding) brand ambassador following you – consider making a collaboration official. The more genuine the relationship between a brand and influencer, the better.

 

They found you on Instagram – now deliver the great experience you showed them
Instagram growth for your business doesn’t need to be scary or a herculean effort.

With the right resources and planning, you can achieve your marketing goals with new followers and more. After all, it’s about your brand’s ability to connect with real people and showing them great content about what you do best: provide great products or services.

At Heartland, we love helping businesses succeed –– online and offline. That’s why we offer training and resources like our free Unstuck Playbook. This training walks you through easy and effective strategies to get your business from surviving to thriving. We also offer solutionsranging from payments and point of sale to customer engagement and employee management to help entrepreneurs focus on the big picture of their business.

Women’s History Month – Recognizing Women Across Florida’s Hospitality Industry

March 4, 2022

In recognition of Women’s History Month, this March, FRLA will be highlighting interviews with women across Florida’s hospitality industry. Not only is Women’s History Month an opportunity to reflect on the achievements of women worldwide as well as the challenges they still face, but it is also a great time to highlight women hospitality professionals across the Sunshine State. At a time when the state is still recovering from the COVID-19 pandemic and many women are re-entering the workforce. we are proud to highlight all they contribute to our communities, our industry, and our state.

We will share stories and insights from these women across hotels and restaurants, from all levels of experience. We hope you will follow our stories on this blog and across social media and help us to celebrate the amazing women in Florida’s hospitality industry.

The first Women’s History Day was celebrated in 1909 on the anniversary of protest of 15,000 women against terrible working conditions in factories across New York. As decades progressed, the recognition changed to Women’s History Week, and in 1987, the observance shifted to what we now know as Women’s History Month. Since then, each year the U.S. President issues a proclamation for Women’s History Month in March. For 2022, the theme is “Women Providing Healing, Promoting Hope.” The theme is focused not just on female caregivers and frontline workers but also recognizes the caring nature across women of all cultures throughout history.

In Florida’s hospitality industry, women serve at all levels as they create meaningful experiences for our guests. In our first interview – to be shared in the coming days – we highlight Regional Manager of Innisfree Hotels and FRLA Board of Directors Chair Olivia Hoblit. She discusses how one of the most important aspects of female leaders is caring for others. She extends this approach to more than just guests but also to coworkers, team members, and others across her community. She was mentored as she was coming up in the industry, and she wants to help and invest in others and pay it forward to ensure women of great talent can succeed.

We can’t wait to share her story with you. Until next time!

Governor Ron DeSantis Launches Donation Portal for Southwest Florida Tornado Survivors Following Federal Government’s Decision to Deny Assistance

Pledge donations or request assistance here.

Following the federal government’s denial of Florida’s request to provide assistance to individuals impacted by the tornadoes that touched down in Charlotte and Lee counties on January 16, Governor Ron DeSantis and the Florida Division of Emergency Management (FDEM) launched a donation portal to provide immediate relief for disaster survivors impacted by the tornadoes. The donation portal is available at FloridaDisaster.org/Assistance
“We cannot continue waiting on the federal government to provide relief to these Floridians,” said Governor Ron DeSantis. “After meeting with survivors last week, it’s clear they still need our help. We’ve helped community leaders launch this portal to expedite assistance for impacted residents and we’re going to ensure they get help.” 
“These donations are going to directly provide assistance to our disaster survivors who need it most,” said FDEM Director Kevin Guthrie. “The Division is working around the clock to connect disaster survivors with this vital resource, which will help them recover faster and begin to rebuild after experiencing extensive devastation.”  
The State of Florida is partnering with the Charlotte Community Foundation to collect and disburse donations for disaster survivors. All donations made through the FloridaDisaster.org/Assistance portal are tax deductible.
At this time, donations will be prioritized for survivors whose homes were assessed as being destroyed or sustaining major damage, per FEMA criteria through previous Joint Preliminary Damage Assessments. The State is coordinating with Charlotte and Lee counties to connect survivors directly with the portal. 
Disaster survivors can also request assistance at FloridaDisaster.org/Assistance. This page provides disaster survivors with information on how to register an account through the portal and how to request assistance. 
If you are a survivor whose home was determined to be destroyed or sustaining major damage, you can call 833-930-3707 to be connected with the donation portal. The donation portal call center is available to survivors seven days a week from 8 a.m. – 8 p.m. 

3 Ways to Boost QSR Hiring Strategy

It’s no secret that 2020 highly impacted the entire hourly workforce — and how we hire them. Turnover rates in restaurants have reached a new high with a turnover rate of more than 140%. Restaurant owners are having a hard time getting employees who left the industry to come back, and when they are ready to re-enter the workforce, they are applying to 5-6 jobs at a time. And because restaurants are understaffed, GMs are spending time covering shifts instead of actively hiring, growing the team, or improving the customer experience.

With stakes as high as they’ve every been, its more important than ever to take a look at your current hiring process, and ensure you are following these three hiring tips.

  1. Leverage Technology – With the right technology in place, your GMs can eliminate historically time-consuming tasks. Using the right tools, you can get more eyes on your job posting, automatically engage and screen applicants, give employees the ability to schedule their interviews through their phone, and ultimately free your GMs to focus more on the restaurant, the team, and the customer experience.
  2. Create a referral program – You may be receiving great organic referrals from your employees already, make sure you’re incentivizing them to send more candidates your way. Doing so will increase the quality and quantity of your applicants.
  3. Diversify your job board platforms – QSRs are even finding recent success with using social media platforms such as Facebook and TikTok to find new candidates. If you’re still using only job boards, you are missing out on an increasing number of new applicants who have moved on to other channels.

 

It’s time to use hiring that just works. Workstream is a text-based recruitment and hiring tool that was built for the hourly workforce.  Enabling companies to track applicants in a dashboard and communicate with candidates via text, enables candidates to upload short videos of themselves and provides analytics and works to automate onboarding.

Be the first to respond to applicants, the first to get them hired, and be the first to be fully staffed. Workstream – hiring that just works. Visit workstream.us/frla to request a demo.