JACQUELINE VANDERMALE
CREATIVE PORTFOLIO
ABOUT
There’s a phrase in life I think about more than I should, but I find it important. It is, “tell me who your friends are and I’ll tell you who you are.”
Simple yet profound, we are the company we keep because those we choose to be around and to have influence us & vice versa does in fact show what we’re all about.
The same goes in business. Work with people you trust, who are competent and goal-oriented, who believe in the work you do and care about the results, the authenticity + the story. Build with purpose, grow with intention.
That’s how I approach branding and marketing strategy, evident in the lifestyle hospitality groups I ve worked for and with and in my holistic approach to projects. I work to understand the vision, the consumer, the brand and the market and apply science + emotion to make it its best.
TABLE OF CONTENTS
1 2 3 4 5
BRAND DEVELOPMENT
Crafting & defining a story, making it real & keeping it aligned to know where you came from & know where you're going.
CONTENT
STRATEGY
Building a content and creative plan that is tailored to goals, whether awareness, growth, or conversions
DIGITAL OVERSIGHT
From email, CRM & SEM and social development and measurement to website overhauldigital marketing is a significant brand component.
EXPERIENTIAL
MARKETING
Partnerships, programming, amenities and guest experiences are my forte Holistic thinking is at the core of any successful strategy.
BUSINESS DEV/
PROJECT MGMT
Growing business intentionally is important to me, efficiently and effectively as well. This involves managing from idea to execution & all in between
BRAND DEVELOPMENT
Holistic brand strategy is the overarching forte of my marketing approach. Determining the basics - where you came from and where you’re going is the foundation. Figuring out how to get there is next. A destination is (very) important; the journey can always evolve.
Creating or transforming a concept to make sure it aligns foundation with consumer & growth is something I take to heart. Have an identity and a purpose that you believe in, so that others do too.
This includes:
Brand identity, concept + design overview
(bring it to meaning)
Mission & vision development + copy and tone
(bring it to paper)
Consumer profile creation + marketing strategy & comp analysis (bring it to the real world)
EXAMPLE 1 - ON-BRAND PORTFOLIO EXPANSION
HOW TO MAINTAIN BRAND
IDENTITY & ALSO INDIVIDUALIZE
This original idea came about to give EACH hotel within the portfolio its own unique visual identity, shaped by its neighborhood as well as its design.
Developing color palettes based on a combination of surroundings, desired mood, and inspired interiors each hotel within Arlo had not only colors but tones for copy and photographer specific to them for a large web brand project.
To the right is Arlo s website rebrand vision board.The full website is arlohotels.com
EXAMPLE 2 - GO TO MARKET + GROWTH MARKETING
BRAND AWARENESS IN A NEW MARKET THAT’S A MATCH.
On-the-ground marketing is not novel in concept but a location launch with an on-the-ground campaign unique to the market and meant to connect visually and emotionally while creating brand awareness (growth) was novel for Industrious. Or at least a first.
I developed a wheatpaste campaign inspired by surroundings with haiku pooetry. The messaging was based on R&D around a need for connection in NYC; the QR code scanned to a lead site that generated over 100 leads in 5 days (high for Industrious). To the right is the campaign outside the Bedford Ave subway stop.
CONTENT STRATEGY
Content strategy is all encompassing to me, based on brand story and values with visual identity, tone, culture and target audience
taken into account for every brand. Social media calendars, website/blog copy and stylistic design are crafted with purpose & planning.
EXAMPLE 1 - DIGITAL CONTENT MEETS IRL
Get Out And Explore
CONSISTENT CONTENT + BRAND ‘EXPERIENCE’ ON ALL CHANNELS
This was a true multi-level piece of content to bring brand values to life. Beginning with a need for function/form, an interactive piece of art was designed for rooms and connected to a local discovery moment. The entire process was dynamic. If guests noticed/scanned the art in the room, they could scan & experience the partnership/tour, incorporating values of community, authenticity & discovery.
EXAMPLE 2 - PEOPLE & PLATFORM (INFLUENCER CONTENT) ALIGNMENT
SIMPLE, MULTI-PURPOSE
INFLUENCER MARKETING
Influencer marketing as a gateway to conversions and brand awareness is standard practice but using an management platform to simplify, craft & create original influencer stories + content for advertising, UGC, trend alignment & more is an art + science. Example is an office collaboration w/Ikea where design influencers were curated to show aesthetic, not just work.
PERFORMANCE MARKETING & COMMUNICATIONS STRATEGY
Leading web content, email strategy, and SEM across a portfolio of brands, including company-wide, regional and local structure of organic and paid communication is a key component to brand strategy alignment and a passion that I appreciate setting and overseeing. This includes development of concept, and tailoring each message and CTA for optimal conversions. *I will usually work with performance marketing or an agency but provide the checks and balances for performance and targets.
EXAMPLE 1 - COMMUNICATIONS FOR BRAND (VALUE) AWARENESS
HOW TO CREATE INTERACTIVE PERFORMANCE MARKETING
A campaign to build larger brand identity and
awareness of mission for guests, the creation of an in-depth digital journal was crafted and brought to life in rooms as combination performance marketing & brand communications. Featuring valuable purposeful information for on property in addition to editorial and sustainability-focused materials, guests that didn't book 1 Hotel necessarily for its purpose (instead for location, design, etc) could
learn about its fundamental values & walk away + book again with conviction and brand value loyalty.
Available in recycled print if requested. Example is from 1 Hotels, content by me, graphics by a designer.
EXAMPLE 2 - NICHE TARGETING (WITH THOUGHTFUL PARNTERSHIPS)
HOW
TO DIFFERENTIATE THE MESSAGE/REACH A CONSUMER
This campaign was for the South Florida market in partnership with the biggest train along the entire coast, Brightline. The messages and the campaign tailored to the lifestyles of the consumers in each city and touched upon the aspects they would each be looking for in their work and personal lives. The example to the right is for Industrious, from Palm Beach to Miami.
From partnership development to creative programming and amenity curation, experiential marketing is a collaboration that is a favorite of mine with all teams within a brand. Building out the copy and tone of a brand campaign from idea and concept to consumer, with a detailed marketing plan across all channels is a forte. I love aligning experience, communication, and copy that is not only thoughtful but specific to each & every brand.
EXAMPLE 1 - DIFFERENTIATED COPY & EXPERIENTIAL
HOW TO BUILD A BRAND REACH & TAILOR EXPERIENCES
Specific Miami (& Switzerland) Art Week is a comprehensive experiential marketing event for press coverage and guest experience, as well as gathering global consumer insights. Each hotel had very specific tone, look, feel and reputation to use. When it wasn t entirely there (Arlo, Cadillac) it had to be creative. Examples include web content, emails, partnership curation, design and programming for 1 Hotels, Autograph, Arlo and Faena.
EXAMPLE 2 - LOYALTY PROGRAM / “CONNECTION” VALUE CREATION
BUILDING LOYALTY FOR EXISTING AND CUSTOMER VALUE CREATION
This 360 campaign was based on members seeing the value in Industrious and building connection with them to fully experience it, built over time with elements. Rewarding loyal customers and showing them that their value is appreciated was the goal but a complete revamp of the brand/visual identity and all accompanying assets, the website, the tone and copy and the management platform was in order. The giveaway was an offsite. Blog on the value of offsites is included. The final result for the whole campaign was a fun, and beautiful program that emphasized people, connection and an intentional reward. Example is Industrious; copy & design by me.
BUSINESS DEVELOPMENT FOR LONGEVITY
Business development is always best when the connection of brands is at the CORE. Expanding a portfolio of clients, its partners, and its physical and digital experiences is meant to be when values are aligned and purpose is shared. In hospitality, the stay is often only referenced in relation to the guest, but the experience and its foundational components are about everyone - believing and understanding the mission and wanting it to make a bigger impact than just that one stay. In this way, business development emphasizes guest & profit, yes, but also employee, stakeholder & planet :)
PROJECT MANAGEMENT APPROACH/OVERVIEW
This is really organization and execution of all the things to build a brand - learning and understanding the brand through an audit of existing concepts and fundamentals and determining a strategy for moving forward that makes sense for each and every goal.
Alternatively, it can involve creating a brand identity and critical path from a completely new idea to build awareness, intentionally execute go-to-market plans, and grow loyalty, revenue and excitement around a concept for the long haul. Everything is done with a plan and approach to set up every team and concept for success.
