i am a Marketing and communications content strategist with more than 10 years of experience activating stories across emerging and traditional platforms for hospitality and tech consumer goods and services.
MY ROLE: TYPOGRAPHY, COLORS, STYLE GUIDE, VENDOR MANAGEMENT, INTERNAL & EXTERNAL ROLLOUT
INHERITED BRAND GUIDELINES: When I started at Alderbrook Resort & Spa, I received these brand guidelines created by a contracted designer. For the first few years in my role, I worked to get the property back towards compliance with these guidelines; in particular with fonts and color palate.
NEW BRAND GUIDELINES: I recently launched these new brand guidelines. In order to reach this point, I collaborated with our ownership, department managers, leadership and contracted designers. Refreshed brand execution is anticipated to be completely finished in a six month period.
MY ROLE: IDENTIFY BRAND STRENGTHS, CONSTRUCT NARRATIVE ARC OF STRENGTHS, EARN BUY-IN WITH OPERATIONAL MANAGERS TO IMPLEMENT MY THEMATIC AND PROGRAMATIC RECOMMENDATIONS, CONTRACT AND DIRECT VIDEOGRAPHERS, CREATE BRAND IDENTITY THROUGH VIDEO STORYTELLING, MULTI-PLATFORM OF EMBEDDED STORYTELLING AND CONTENT OUTREACH TO MEDIA AND TARGET AUDIENCES
RECREATION DESTINATION: Alderbrook is less than an hour from the Olympic National Park and has over 10 miles of privately created and maintained nature trails. Paddling and boating from the resort's dock individually or with guides offer an authentic PNW experience.
CORPORATE DESTINATION RETREAT: Group meetings and weddings are 60% of the resort's business. As Director of Marketing, I shaped their identity through experience creation, collateral design, activities creation, brand standards and partnerships.
WEDDING DESTINATION: While weddings are the most profitable banqueted experience, they also require the most time operationally. My work to define the resort as a high-end wedding destination allowed the property to do fewer high-dollar weddings rather than meeting business goals due to volume.
NW TRADITION: Because the property has been a destination since 1913, it has gone through a myriad of identities. Elevating the property's identity from value-based to a luxury experience-based property changed the AAA score from 3 diamonds to 4 diamonds. On social media, I created the hashtags #nwtradition and #est1913. Internally, I created the tagline, "A Northwest Tradition," used in such places as the employees email signatures and business cards that I designed. An example of how this flowed through to the culinary program is that the focus is upon offering seasonal, Northwest fare through thoughtfully-sourced partners and inspired service. My role in development of programs like this is to meet with the leadership, research the potential solutions to the challenges they raise, make recommendations and then write a story supported by creative assets to support it's vitality, while adjusting as-needed.
BRAND MANGEMENT: DIGITAL PLATFORM CONVERSION
INHERITED SITE: While converting the website CRM from Dreamweaver to WordPress was relatively simple when I started in 2013, launching a new website with current-day standards has been more challenging. Championing the need for an updated digital platform to present our property has been one of my primary focal points since I joined the team. Our new digital platform should be launching soon and will include an updated website, booking engine and guest feedback tool. My role has been to present this business case, identify and manage the vendors, create all of the content and sustain the timeline.
REFRESHED WEBSITE: A website using current-day digital standards will compound the success created by the resort's operational improvements and optimized content strategy that I have led and shared with my team.
INHERITED BOOKING ENGINE: Cumbersome and not fully functional, the website integrates with a Property Management System that integrates with the resort's booking engine.
REFRESHED BOOKING ENGINE: After extensive research, I discovered a new booking engine that will integrate with our digital platforms and present the property properly. My role was also to negotiate the initial vendor contracts and serve as the communications ambassador to operations and leadership. Currently, my role is to work with the vendor on optimizing the design and integrating the content that I create.
INHERITED TRANSACTIONAL EMAIL MARKETING: Using integrations with three separate vendors, the transactional and marketing email content is jarring. I have optimized it the best that I can within the vendor, budget and template constraints.
REFRESHED TRANSACTIONAL EMAIL MARKETING: The new platform allows for segmentation and automation; better personalizing the content to the guest. My role is creating these workflows, content and ensuring proper brand placement.
Bottle Label Storytelling: "For over 100 years, guests at Alderbrook Resort & Spa have marveled at the playful seals that grace our dock and waters. Scottish folklore calls these aquatic guests, 'Selkies,' who live in the sea at night and then shed their skins to walk the shore by day. We invite you to drink in the beauty of the Hood Canal with this bottle of oak-aged sparkling cider, made with a select blend of organic Washington apples by our friends at Finnriver. Let's raise a glass to the Selkies among us!"
public relations, Media & partnerships
Nordstrom and Seattle Met Bride & Groom along with many prominent brands have chosen to have photo shoots at Alderbrook since I started in 2013. This is a result of my partnership management, social media promotion and securing media coverages of weddings at the property and resulted in exponentially higher wedding event bookings. Lifestyle magazines such as Conde Nast Traveler, 425, South Sound and 1889 Magazines regularly feature the property both in print and digital platforms.
As public relations and partnerships manager, I have earned unpaid media trips and coverage of the property and it's features.
I created a "Bedside Tales" program that includes an amenity and storytelling card in order to open the guests perspective to the details available to them during their stay. I proposed the idea, designed and did the print budget management of the cards, sourced the gifts and collaborated with the operational team to execute this program.
social media management
I manage all social media for Alderbrook and its sub-brands.
Sold for a few dollars and given away as a complimentary amenity, the activity books that I created are nominally used on property.
For the love of a good story...
Having graduated from Seattle Pacific University with a degree in European Studies-with a focus on Spain and Italy-and a Secondary Teaching Certificate in Spanish and English, I found my first teaching role in Seattle at Franklin High School as the first year and Advanced Placement teacher.
While I learned that my calling was not to be an Educator, I also leveraged my unabashed willingness to champion a cause. I thrived empathizing with students yet struggled with the buracracy of a public school setting that did not place the student's educational experience paramount.
Storytelling: The school district scheduled the Math WASL (Washington Assessment of Student Learning) on April 20th. The ASB also agreed to host a radio station photo contest on this date. Photos would be captured at the school, uploaded to the portal and the best look-alike would win a concert by performing artist, Fergie, at the school. Standardized test scores determine many amenities and services available to schools and many teachers felt that this was a poor choice on both accounts. However, we had to embrace it and set our students up to be as successful as possible. Being the only teacher in the building under 23 years old, my students begged me to participate in the contest and promised to not take the WASL under the influence if I did so. I hid in my classroom in costume, let them take my photo and surprisingly, mine was the winning image. At the performance, Seattle Times snapped this image. I am willing to put pride ego aside for the greater good and an excellent story.