Seasonal business at Les Paccots: keeping communication going out of season

A seasonal business at Les Paccots has two off-seasons, not one: November, between the hikers and the snow, and April-May, between the snow and the hikers. Together that is nearly four months a year when there is nothing spectacular to show — and it is precisely when people are deciding.

Post before, not during

Someone planning a winter weekend looks in November. Someone planning a summer walk looks in April. In both cases, when the season is at its peak they have already chosen.

This reverses the usual reflex. The busiest weeks are the ones for gathering material; the quiet weeks are the ones for publishing it.

Build the stock in season

In February, when everything looks its best and you have no time, ten minutes a week is enough: a few photos, a short clip, a full car park, the queue at the counter. You will not use them now. You will use them in November.

A folder on your phone, one shot a day during the season, and you enter the quiet months with something to say.

What to publish in November

• The conditions, honestly. “No snow yet, we open as soon as it falls” is useful information, and it makes you the local reference people check.
• The preparation: maintenance, the new menu, the equipment being serviced. People like seeing what happens behind a closed season.
• Last winter, clearly dated. A photo from February published in November is not a lie if you say it is from February.
• The practical questions: access, parking, what to do if the road is icy, where to hire equipment.

If keeping that rhythm alone is not realistic, it is precisely what social media management in Châtel-Saint-Denis covers.

The Fribourg calendar, not the Vaud one

School holidays do not fall on the same dates on either side. Anyone planning content on the Vaud calendar posts a week late for their own catchment. Check the Fribourg dates — it is a five-minute check that changes when your posts land.