Jenny Hice

Wyndham Destinations (All Clubs): Resort Ops Campaign

The brief:
Get club owners, guests, and travelers
Who are worried about resort safety and cleanliness
To feel confident and comfortable on vacation
By highlighting advanced cleaning practices and procedures

The idea:
The pandemic changed everything. Including the way we travel. So to prepare for resort re-openings, Wyndham Destinations needed a bold and positive way to reassure guests that their favorite vacation places and spaces were safe, clean, and ready for adventure.

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

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:
The WYND sales team wanted to connect with new owners in a more authentic and meaningful way. So we created a personalized, branded experience that inspires vacation planning and adventure.

My Role:
Concept development
Campaign pitch
Copywriting (sales-training materials, pin collections for all club brands, passport narratives, emails, and landing pages)

Maryville University: Cardinals Magazine Ads

The brief:
Get magazine readers
Who may not know the Maryville brand
To consider online education
By helping them see MVU’s accessibility and quality

The idea:
Maryville University wanted to introduce a new portfolio of online sports-marketing degrees for adult learners. So we partnered with the St. Louis Cardinals to deliver a series of engaging print ads. Our goal was to remove friction and persuade prospective students to continue their education with Maryville. Turns out: Going offline to promote online degrees is a total home run.

My Role:
Concept development
Copywriting

Wyndham Destinations (All Clubs)

The brief:
Get club owners and guests
Who are on vacation at WYND resorts
To pick up and wear their wristbands
By creating a series of promotional reminders

The idea:
WYND Club Brands introduced a keyless entry program for owners and guests to access their suites and amenities. So we created a collateral series for each brand to help build program awareness and encourage wristband use.

My Role:
Product copywriting
Campaign copywriting (signage, stickers, CIB inserts, emails, landing pages, video)

The brief:
Get prospective new residents (older adults, 70+)
Who think life slows down in senior living communities
To consider visiting Five Star during the summer
By showing the carefree joy of stress-free living

The idea:
Tour volume slows down during the summer at Five Star. But the fun really heats up. So the company wanted to highlight what life looks like when seniors are summer lovin’ the freedom of stress-free living.

My role:
Concept development
Copywriting (social posts, digital ads, landing pages, and emails)

The brief:
Get club owners and guests
Who are on vacation at WYND resorts
To engage with the brand and share their travel preferences
By introducing a personalized gaming experience

The idea:
Key To Wyn is the premier prospect-marketing program for Wyndham Destinations. It combines a grand-prize sweepstakes promotion (delivered online) with an instant-win activation called TAP To Wyn (delivered on-site). Both work in tandem to engage guests and generate leads at in-house and partner-marketing locations across the country. Campaign themes and prizing for the Key To Wyn program refresh annually to prevent fatigue and maximize interest.

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

Wyndham Destinations: Recruitment and Onboarding

The brief:
Get prospective associates
Who are considering a career with Wyndham Destinations
To feel excited, inspired, and ready to dive in
By letting them know a world of adventure awaits

My role:
Concept development
Copywriting (print ads, digital ads, emails, recruitment flyers, stickers, and onboarding kits)

Travel + Leisure: Recruitment Campaign

The brief:
Get job seekers
Who are looking to make a change
To consider a career with T+L
By inspiring a bright future filled with big possibilities

The idea:
Travel + Leisure wanted to capitalize on the seasonality of the New Year to engage job seekers and encourage them to focus on their future selves. So we created a social campaign to spark curiosity and drive applicants to the career site.

My role:
Concept development + pitch
Campaign copywriting (social ads, posts, and web copy)

Brand anthems and marketing offers. Commercials and campaign spots. Sales promos and social ads. I can concept and script them all.

Wyndham Destinations: Associate Referral Program — Rebrand

The brief:
Get current associates
Who know talented people
To tap their networks
By introducing a new referral process

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

Stance took a chance on an unknown grad student and gave me the opportunity to put my IMC skills to work. Much like their performance socks, I thrive under pressure.

Humble Brag:
Selected “Best Of” Capstone Submissions, West Virginia University - Reed College of Media

Inside Scoop:
This proposal is the direct result of my extensive market research, intensive focus-group discussions, and detailed media planning. It includes tremendous insight into the psychographics and buying behaviors of a defined subset of millennial women. And it outlines the integrated marketing communications plan needed to connect them with Stance’s Women’s Performance Collection.