THE MIAMI BEACH EDITION
This leading luxury hotel creates seamless, enchanting, long-lasting experiences for its guests.
The Miami Beach EDITION delivers a monthly brochure for each guest room including key information about the various outlets, happenings, and offerings throughout the property.
THE OBJECTIVE
ENHANCE CONTENT OF HAPPENINGS AROUND THE PROPERTY
I was tasked as the lead to enhance the monthly brochure every month through content and copywriting while ensuring key deadlines were met for printing and distribution.
RESOURCES & REVIEW PROCESS
Since I started, the team collaborated to ensure the copy and content offered a luxurious experience for hotel guests of The Miami Beach EDITION.
The Marketing Manager and I collaborated on restructuring the following key deadlines to streamline communications on happenings throughout the property:
Meet with each outlet the week before the 10th of every month.
Recap meeting notes and assignments following the meeting.
Outlets to confirm details of all happenings in their respective outlet by the 10th of every month.
By the 11-15, the following is completed:
Finalize the first draft of the copy in an Excel document the
First review by Marketing & Digital Coordinator.
Final review and approval by the Marketing Manager.
Submit to graphic designer for first proof.
Review the copy and images featured to offer the first round of edits.
Review the second proof for final review by the Marketing Manager or the Director of Culture & Entertainment.
Once the proof is approved for printing, I submit the finalized file to the printers with 4 days’ notice of the deadline: the last day of the month for distribution on the first of the month.
VOICE AND AUDIENCE
In drafting copy for the Monthly Happenings brochure, we adhere to the voice and tone guide and target audience developed by the global EDITION brand marketing team.
SAMPLES
When I first started in April, the brochures were heavy in copy. We enhanced the brochure by organizing the headers and including images and sketches from a graphic designer. View the latest sample of the monthly happenings.
In understanding the user journey on digital platforms, I implemented the following to entice guests to create memorable experiences on the property by adhering to the following principles:
Offer clear and concise information.
Enhance the brochure with visuals for inspiration.
Ensure formatting is clean and consistent.
Organize the information so it flows and is easy to find with clear headers:
On the Daily
On the Weekend
Around the Neighborhood
Special Events
THE RESULTS
The Marketing & Digital Coordinator also creates Instagram story designs and newsletters using finalized copywriting I produced on Seven Rooms or the Monthly Happenings brochures.