Jenny Hice

Online Sports Marketing Degrees:
Cardinals Magazine Ads

The brief:
Get adult learners and Cardinals fans
Who may not be familiar with the Maryville brand
To consider online education
By highlighting Maryville’s accessibility, quality, and career relevance through a trusted local partnership

The idea:
Maryville University teamed up with the St. Louis Cardinals to introduce a new portfolio of online sports marketing degrees — meeting prospective students where they already are: in the stands, in the city, and in the community. The print campaign used bold headlines and streamlined messaging to remove friction and make online education feel within reach.

Consumer insight:
Adult learners often feel hesitant about returning to school due to time, cost, or uncertainty about value. Partnering with the Cardinals provided instant credibility, while the creative emphasized flexibility, outcomes, and Maryville’s long-standing academic reputation.

My role:
Concept development
Campaign copywriting (full print ad series)

Women’s Performance Collection: IMC Proposal

The brief:
Get millennial women
Who are passionate about fitness and self-expression
To discover and connect with the Stance Women’s Performance Collection
By developing a fully integrated marketing communications strategy rooted in insight and brand authenticity

The idea:
This proposal introduced a fresh positioning for Stance’s women’s line — grounded in performance, powered by personality. The campaign strategy leaned into the brand’s bold spirit while addressing a key opportunity: connecting with high-intent, style-driven millennial athletes through messaging that reflects both function and individuality.

Consumer insight:
Extensive research, focus group testing, and psychographic segmentation revealed a target audience seeking high-performance gear that aligns with personal style and identity. These women viewed athleticwear as an extension of self—and expected brand communication to meet them at both a practical and emotional level.

My role:
Strategy development
Consumer research and insight gathering
Messaging and media planning
Concepting and writing
Selected “Best Of” – WVU Reed College of Media

Marketing Materials Refresh

The brief:
Get on-site sales and marketing teams
Who rely on printed collateral across the customer journey
To deliver a more consistent brand experience
By reimagining key touchpoints with cohesive creative concepts and messaging

The idea:
This initiative refreshed the full suite of on-site materials — bringing consistency, clarity, and polish to every step of the owner and guest journey. From check-in to tour to close, each piece was designed to feel like part of a single, story-driven experience. We delivered 2 flexible concepts that could be applied across door hangers, confirmation cards, checklists, and more.

Consumer insight:
Customer feedback and internal team input revealed confusion and inconsistency across existing collateral. Materials felt disjointed and overly transactional. We saw an opportunity to elevate the experience with messaging that aligned more closely with the brand voice, owner expectations, and the emotional arc of the vacation journey.

My role:
Concept development
Creative direction support
Messaging strategy
Copywriting across all collateral formats (door hangers, tour cards, checklists, and beyond)

Club Wyndham: Summer Booking Campaign

The brief:
Get new and long-time Vacation Club owners
Who are ready to book a summer getaway
To connect emotionally with the brand and plan their trip
By building a campaign rooted in nostalgic travel and summer traditions

The idea:
Summer Classics tapped into the comfort of familiar places and the joy of returning year after year. For long-time owners, it celebrated the rituals and resorts they already love. For newer owners, it extended an invitation to start building the vacation traditions that stick. Because the best trips aren’t just about where you go—they’re about the places you never want to leave behind.

Consumer insight:
Owner surveys and travel trend research showed a clear lean toward nostalgia. Platinum and Founders owners prioritized familiar resorts with known amenities. Newer owners were still discovering their rhythm—just beginning to form their favorite summer habits. Across the board, emotional connection and familiarity were key booking drivers.

My role:
Concept development
Campaign pitch
Key Messaging Toolkit (strategy + copy)
Voice and tone refinement

Club Wyndham: Brand Activation

The brief:
Get new Vacation Club owners
Who are excited to take their first trip
To engage with the brand and start planning
By gifting an inspirational kit with a build-your-own bucket list and pin set

The idea:
This activation invited new Club Wyndham owners to start dreaming — and planning — right away. The kit included a custom pin set and passport-style booklet that encouraged owners to track experiences, plan future adventures, and embrace a sense of travel discovery. Designed to feel personal and purposeful, the campaign positioned Club Wyndham as a launchpad for lifelong vacation memories.

Consumer insight:
New owners often feel overwhelmed after purchase and unsure where to begin. By delivering a tangible, story-driven experience in their welcome materials, we offered inspiration, clarity, and a strong emotional introduction to the brand.

My role:
Concept development
Campaign pitch
Copywriting across all deliverables (sales training materials, pin collections, passports, emails, and landing pages)

Club Wyndham, WorldMark, & Margaritaville Vacation Club

The brief:
Get Vacation Club owners and guests
Who are vacationing at CW, WM, and MGVC resorts
To pick up and wear their wristbands
By delivering a clear, brand-aligned reminder across key resort touchpoints

The idea:
To support the rollout of a new keyless entry program, we created a series of branded collateral pieces that encouraged owners and guests to wear their wristbands for easy access to suites and amenities. Messaging was customized by club and delivered through multiple resort channels — signage, inserts, emails, etc. —designed to make the transition seamless and stress-free.

Consumer insight:
Resort guests value convenience but often miss or overlook operational updates. Strategic placement, clear benefits, and visual consistency helped ensure the wristband program was both noticed and adopted across Club Wyndham, WorldMark, and Margaritaville Vacation Club properties.

My role:
Messaging strategy
Collateral concepting
Guest experience copywriting
Brand voice adaptation across club brands
Multi-format content development (signage, inserts, emails, digital)

Five Star Senior Living

The brief:
Get prospective residents (older adults, 70+)
Who believe life slows down in senior living communities
To consider visiting Five Star during the summer
By highlighting the carefree, active lifestyle that comes with stress-free living

The idea:
Summer tends to bring a slowdown in tour activity — but not in community life. This campaign spotlighted the vibrant, joy-filled experience of summer at Five Star, showing seniors enjoying more freedom, more connection, and more fun. The message reframed senior living as a lifestyle upgrade, inviting prospects to see what they’re missing.

Consumer insight:
Many older adults associate senior living with limitation rather than liberation. By showcasing seasonal experiences and resident life through warm, engaging creative, the campaign shifted perception from “slowing down” to “stepping in” to something better.

My role:
Concept development
Campaign copywriting (social media, digital ads, landing pages, emails)

Multi-Channel Sweepstakes Campaign

The brief:
Get Vacation Club owners and resort guests
Who are enjoying their stay at specific resorts
To engage with the brand and share their travel preferences
By introducing a personalized, game-based lead generation experience

The idea:
Key To Wyn was the Wyndham Destinations flagship prospect-marketing program — designed to create engaging, low-friction brand moments that also generate qualified leads. The campaign combined a national sweepstakes (Key To Wyn) with an instant-win activation (TAP To Wyn), delivering a two-part experience that prompted participation both digitally and on-site. The overarching theme and prize structure refreshed annually to maintain excitement and campaign longevity across multiple marketing channels.

My role:
Content strategy
Campaign copywriting (collateral, resort signage, emails, social media ads, digital banners, microsite content)

Recruitment & Onboarding Campaign

The brief:
Get prospective associates
Who are considering a career with Wyndham Destinations
To feel excited, inspired, and ready to dive in
By showing them that joining the team means joining a world of adventure

The idea:
This campaign positioned Wyndham Destinations as a career launchpad for passionate people who live and breathe vacation. Through a playful, energetic creative platform, we introduced the “Vacation Fanatics” concept across recruitment materials, onboarding kits, and internal culture pieces. The tone was bold and welcoming, designed to attract top talent and turn new hires into brand believers from day one.

My role:
Concept development
Campaign copywriting (print ads, digital ads, emails, recruitment flyers, onboarding kits, culture-building collateral)

Resort Operations Confidence Campaign

The brief:
Get club owners, guests, and travelers
Who may be concerned about safety and cleanliness
To feel confident and comfortable returning to resorts
By communicating enhanced cleaning practices and operational readiness

The idea:
As resorts prepared to reopen during the COVID-19 pandemic, Wyndham Destinations needed a clear, reassuring message to welcome guests back. The “Vacation Ready” campaign was developed to inspire trust and excitement—positioning every stay as not just safe, but still full of possibility. Through confident copy, bold visuals, and a simple, memorable name, the campaign delivered peace of mind without sacrificing the joy of travel.

My role:
Program naming
Concept development + campaign pitch
Video scriptwriting
Campaign copywriting (resort signage, emails, landing pages, digital ads, social posts, and internal videos)

Recruitment Campaign

The brief:
Get job seekers
Who are looking to make a meaningful change
To consider a career with Travel + Leisure Co.
By inspiring them to envision a future filled with purpose, growth, and possibility

The idea:
Timed to align with the New Year mindset, this campaign encouraged job seekers to imagine the version of themselves they wanted to become — and positioned Travel + Leisure Co. as the place to get there. “Future You” paired aspirational messaging with approachable tone, driving engagement across social and digital channels while increasing traffic to the company’s careers site.

My role:
Concept development + pitch
Campaign copywriting (social ads, organic posts, careers site copy)

Associate Referral Program Rebrand

The brief:
Get current associates
Who know talented people
To tap into their personal and professional networks
By introducing a simplified, refreshed referral experience

The idea:
Wyndham Destinations wanted to breathe new life into its associate referral program — making it easier to use, easier to promote, and more rewarding for all. The “More Like You” campaign positioned employees as the ultimate talent scouts, reinforcing that the best teams are built by people who bring others like them to the table. Messaging focused on clarity, motivation, and pride in the culture already in place.

My role:
Program naming
Concept development + pitch
Video scriptwriting
Campaign copywriting (posters, emails, landing pages, print collateral)