JACQUELINE VANDERMALE
MARKETING, BRANDING & CREATIVE
PORTFOLIO
TABLE OF CONTENTS
2 3 4 1 CONTENT DEVELOPMENT
BRAND STRATEGY Crafting & defining a story, making it real and relevant & keeping it aligned
DIGITAL OVERSIGHT
EXPERIENTIAL MARKETING
5 PROJECT MANAGEMENT
Building a content and creative plan From email, CRM that is tailored to and SEM scaling Partnerships, goals- awareness, and measurement programming, Agency and creative growth, conversions to website overhaul, amenities and guest implementation and and more digital marketing is experiences are my team managementa significant brand forte. Holistic for efficiency and component thinking to the core efficacy always
JACQUELINE VANDERMALE CONTACT
ABOUT
Phone : 313-268-1022 E-mail : jacquelinevandermale@gmail.com Miami | New York | Los Angeles
With an extensive background in marketing & brand strategy at Google, McCombs School of Business, and luxury & lifestyle hospitality groups, Jacqueline applies her knowledge of people and process to lead brands through the customer journey. Using knowledge of consumer behavior with qualitative and quantitative research, she develops comprehensive marketing plans, crafts content and copy and targets a thoughtful and authentic consumer/segment. Emphasizing creation of original concepts, partnerships and alignment for companies with purpose, she has consciously launched and grown brands and their markets.
MARKETING, BRANDING & CREATIVE
PORTFOLIO
BRAND STRATEGY Holistic brand strategy is the overarching bread and butter of my consulting approach. Creating or transforming a concept to make sure it aligns for meaning, consumer & growth is something I take to heart.
If we all could 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.
Components include : Brand Identity and Design - From logo and colors to inspiration and tone, the identity needs to be thoughtful with reasons WHY. Mission and Vision Development - Have a purpose. Believe in it and show that so that others believe in it too. Goal Setting and How to Bring it To Life - Build out the goals and make them meaningful- expansion, loyalty, revenue, partnership creation, email, press, etc. It all serves a purpose. Show that.
BRAND STRATEGY EXAMPLE. This original idea came about to give EACH hotel within the portfolio its own unique 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.
MARKETING, BRANDING & CREATIVE
PORTFOLIO
Content development is always based on brand values, visual identity, tone of voice, and
CONTENT DEVELOPMENT
with target audience taken into account for each and every client. Holistic marketing across channels from website to social media and experiential marketing pieces are driven with the consumer and target demographic/fit in mind.
CONTENT DEVELOPMENT EXAMPLE. This was a true multi-level piece of content to bring brand values to life. Beginning with an interactive piece of art in each room connected to a neighborhood discovery moment, the entire process was dynamic. A local partnership was created each quarter for guests to uncover only if they noticed/scanned the art in the room. It incorporated
values
of
community,
intention, authenticity and discovery.
MARKETING, BRANDING & CREATIVE
PORTFOLIO
PERFORMANCE MEASUREMENT & COMMUNICATION 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 sincere passion. Development of concept and tailoring each message and CTA for optimal opens, engagement, and conversions as well as highest ROI is something I value by designing, measuring & optimizing using various SEO & SEM platforms, and accompanying qualitative & quantitative data.
COMMUNICATION STRATEGY EXAMPLE. (THAT WAS MEASURED) This communication piece was crafted from a need to build brand awareness specific to brand mission. Data showed guests were booking (great) but had no idea of the story/sustainability vision of 1 Hotel. So we created a journal (vacation reading) that featured valuable purposeful information for on
property
in
addition
sustainability-focused
to
editorial-style,
messaging.
Guests
that
didn't book 1 Hotels necessarily for its purpose learned about its fundamental values & walked away with an understanding so they could book again with conviction. Available in recycled print & digitally.
MARKETING, BRANDING & CREATIVE
PORTFOLIO
EXPERIENTIAL MARKETING From partnership development to 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 from concept to consumer with a
detailed
marketing
plan
across all channels for optimal experience and communication that is not only thoughtful but specific to each & every brand.
EXPERIENTIAL MARKETING EXAMPLE. Specific to travel/hospitality and Miami (& Switzerland) Art Week is one of the most comprehensive experiential marketing events for press coverage and guest experience, as well as gathering global consumer insights. Does your brand have enough interest for people to read/open/explore even if not attending? Examples include web content, email marketing, partnership curation, design and programming for 1 Hotels, Autograph, Arlo and Faena.
MARKETING, BRANDING & CREATIVE
PORTFOLIO
PROJECT MANAGEMENT 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.
SERVICES & PRICING
Projects can be as involved or as succinct as you need. With an emphasis on branding and marketing services for companies with purpose and conviction I can help develop a holistic plan with an ongoing strategy or an hourly project to get your brand needs accomplished as effectively and efficiently as possible.
Full Scale Audit Brand auditing across all concepts and platforms Website optimization for copy, content and photography SEO/SEM alignment for optimal conversions Email enhancements including fresh templates and database org Ongoing content development (newsletter, blog, etc.) Partnership curation with purpose Holistic Marketing Strategy Marketing goals (and a realistic approach to achieve them) Unified voice guidelines, mission & vision setting Main messages to keep for your core marketing and vision Provision of diverse audience profiles (based on trends & goals) Social media mood board, & example content calendar to follow Overarching communication plan across channels
*Services available on monthly retainer or hourly starting at $100/hr
CLIENTS: F a e n a G r o u p , 1 H o t e l s , s b e / s l s , A u t o g r a p h C o l l e c t i o n , Arlo Hotels, The Coast, Lucali Group, Sovrana Mtk
INFO: j a c q u e l i n e v a n d e r m a l e
@gmail.com