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 us do in fact show what we’re all about. They not only serve as our friends but our mentors and sounding boards, our networks and support systems, and our greatest inspirations. To quote a well known artist, shouldn’t we want those around us that will praise us (or berealwithus&makeusbetter)inthegoodtimesandthebad?
I do. Or at least I want to strive for it. So be your best person & work to be better with the best people. The golden rule. The second rule. if not equally important close. Know where you camefromandwhereyou’regoing.AKAbegrowthoriented.
JACQUELINE VANDERMALE
TABLE OF CONTENTS
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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.
PROJECT
MANAGEMENT
Operating with efficiency is a passion. Agency and creative managementfrom concept to consumer for efficacy always
BRAND DEVELOPMENT
Holistic brand strategy is the overarching bread and butter of my consulting approach. 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. If we all could know where we come from and know where we are going so that we match who we say we are with who we are, the world would be such an authentic place. It is simply said but not always simply done. It can be done.
This includes:
Brand identity, concept + design
Mission & vision development + copy to bring it to paper
Consumer profile creation + marketing strategy to bring it to the real world
EXAMPLE 1 - PORTFOLIO EXPANSION
HOW TO MAINTAIN BRAND IDENTITY & INDIVIDUALIZE.
This original idea came about togiveEACHhotel within the portfolio its own unique visual identity,shapedbyitsneighborhoodaswellasits design.
Developing color palettes based on a combination of surroundings, desired mood, and inspired interiorseachhotelwithinArlohadnotonlycolors but tones for copy and photographer specific to themforalargewebbrandproject. TotherightisArlo’swebsiterebrandvisionboard.
JACQUELINE VANDERMALE
JACQUELINE VANDERMALE
BRAND AWARENESS IN A NEW MARKET THAT’S A MATCH.
The concept of on-the-ground marketing is not novel but a location launch with an on-the-ground campaign unique to the market of Williamsburg and meant to connect artistically and emotionally while creating awareness wasnovelforIndustrious.
I developed a wheatpaste campaign inspired by surroundings with haiku pooetry. The messaging was based on R&D around a need for community & connection in NYC and its boroughs. To the right is thecampaignoutsidetheBedfordAvesubwaystop.
EXAMPLE 2 - GO TO MARKET + ON THE GROUND MARKETING PORTFOLIO
CONTENT STRATEGY
Content strategy is always holistic to me, based on brand story and values with visual identity, tone, culture and target audience takenintoaccount for every client. Social media calendars, website/blog copy and stylistic design are crafted with purpose & planning.
EXAMPLE 1 - DIGITAL MEETS IRL
Get Out And Explore
CONSISTENT BRAND
‘EXPERIENCES’ 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 theartintheroom,theycouldscan & experience the partnership/tour, incorporating values of community, authenticity&discovery.
EXAMPLE 2 - PEOPLE & PLATFORM (INFLUENCER) ALIGNMENT
SIMPLE, MULTI-PURPOSE
INFLUENCER MARKETING
Influencer marketing as a gateway to conversions and brand awareness is standard practice but using an influencer management platform to simplify the process to craft & create original,tangentialcontentforadvertising,UGCposting,trendalignment&moreisaforté.
PERFORMANCE MARKETING & COMMUNICATIONS
Leading web content, email strategy, and SEM across a portfolio of brands, including company-wide, regional and local structure of organic and paid communicationisakeycomponenttobrandstrategyalignmentandapassion.Thisincludes development of concept, and tailoring each message and CTAforoptimalconversions aswellashighestROI.
EXAMPLE 1 - COMMUNICATION FOR BRAND (VALUE) AWARENESS
HOW TO CREATE INTERACTIVE PERFORMANCE MARKETING
A campaign to build larger brand identity and awareness of mission forguests,thecreationofan in-depth digital journal was crafted and brought to lifeinroomsascombinationperformancemarketing & brand communications. Featuring valuable purposefulinformationforonpropertyinadditionto 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 from1HotelSouthBeach,contentbyme.
HOW TO DIFFERENTIATE THE MESSAGE/REACHACONSUMER
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 eachcityandtoucheduponthe aspects they would each be looking for in their work and personal lives. The Example to the right is for Industrious, fromPalmBeachtoMiami.
JACQUELINE VANDERMALE
Frompartnershipdevelopmentto creative programming and amenity curation, experiential marketing is my favorite true collaboration of all teams within a brand. Each idea is shaped together and built out fromconcepttoconsumerwitha detailed marketing plan across all channels to align experience and communication that is not only thoughtful but specific to each&everybrand.
EXAMPLE 1 - ON-BRAND, PR GENERATING 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 gatheringglobalconsumerinsights.Eachhotelhadveryspecifictone,look,feelandreputationtouse.Whenitwasn’tentirelythere(Arlo,Cadillac)it hadtobecreative.Examplesincludewebcontent,emails,partnershipcuration,designandprogrammingfor1Hotels,Autograph,ArloandFaena.
EXAMPLE 2 - LOYALTY AND REFERRAL PROGRAM DEVELOPMENT
HOW TO BUILD CREATIVE LOYALTY & REFERRAL PROGRAMMING
This experiential marketing campaign was based on membership loyalty as it already exists and also in how it has the potential to grow. Rewarding loyal customers and showing them that their value is appreciated was the goalbutacompleterevampofthebrand/visual identity and all accompanying assets, the website,thetoneandcopyandthemanagement platform was in order. The final result was a fun, punchy and beautiful referral campaign that emphasized people, connection and an intentionalreward.ExampleisfromIndustrious.
JACQUELINE VANDERMALE
PROJECT MANAGEMENT
This is really organization and execution of all the thingstobuildabrand - 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. Everythingisdonewitha plan and approach to set up every team and conceptforsuccess.
