BEFORE

CLIENT Woodlark Hotel (Portland, OR)

ROLE Content Producer & Copywriter

YEAR
Q2 2019 - Q1 2020

Upon taking over the account in July 2019, I met with senior leadership to discuss goals for Woodlark’s social media and digital presence. Leadership envisioned the property’s presence to be more design-conscious and sophisticated to appeal to Woodlark’s growing business traveler demographic.

The Strategy

• Strategized a new style guide that better reflected Woodlark’s key selling points through refined brand colors, voice, and imagery

• Conducted a competitor analysis for the target demographic

• Produced website, email, and paid social imagery updates with the eCommerce team for a cohesive digital presence across all platforms

• Focused messaging on the hotel’s award-winning interior design and elevated amenities to appeal to business travelers with discerning taste

• Partnered with like-minded, aspirational brands such as Year and Day to drive brand awareness and follower growth

• Refined the sharing strategy for user-generated content

The Results

• Within the first month, social media impressions increased by +88% and followers increased by +6%

• Since taking over the social media accounts in July 2019, impressions have increased to 749.7K with +27.6% growth, and followers have increased to 7.1K with +22.7% growth

Please see copywriting tab for additional work.