Over the past four months, I have worked to create marketing materials for resort guests at Alpine Resort. The purpose of this post is to share my most recent career endeavors and showcase the hard work and planning that went into this four month long project.
Project Purpose
This past summer, I successfully completed an internship through Alpine Resort and got offered a full time position as the Event Manager. With this new position comes a lot of responsibility. I am messaging clients daily and taking inquiries for events held at the resort. I book venues, plan the details of the events, and set up the day of. Alpine Resort is in need of marketing materials to send to every guest inquiring about hosting events at Alpine. There are currently no marketing materials that we can pass on to guests about the new addition of a private dining room that is now available for clients to book. I brainstormed a plan to act on this need. Alpine was in need of information sheets for all venue spaces that we can send to clients. This includes all details of what is available, pricing, points of contact, and catering details. I planned to include all Alpine letterhead and logos in the marketing materials.
Project Completion
Attached below, you will find photos of the completed brochure. It will be used as marketing materials to distribute to clients asking about the private dining room at Alpine Resort.
Challenges Encountered
While completing this project, I encountered a few hardships in deciding the new rules for the 2024 season. Making large decisions such as changes in pricing and regulations is a task that involves many people. Trying to coordinate a virtual meeting for all managers to meet and discuss the new regulations came as a struggle. It was difficult to coordinate times that everyone was available for a Zoom. In the end, I asked all managers to send me their thoughts and I would meet with the wedding planners subcontracted through Alpine and send off our selections and decisions to the CEO and Resort Manager for approval.
Project Processes
After noticing this need and creating a plan, I began working on the project. Below I have outlined the different tasks I completed during the timeline I set for myself.
Week Two: I reached out to all managers to get answers on new pricing and details for events being held in 2024. I created a document that all managers can edit and sent it out for everyone to begin brain dumping their thoughts on what they want to see changed for 2024, what new rules need to be in place, and what they believe the venue prices should be for 2024. After all managers had a chance to brain-dump the information, I scheduled a zoom call with the wedding planners subcontracted through Alpine so we could read through all the information and make finals decisions. We finalized all pricing and details for 2024 events held at Alpine.
WEEK FOUR: I created and sent an outline to all managers to get their approval and insight on the 2024 guidelines for the event venues. This includes rules, restrictions, changes, pricing, catering decisions, locations, availability, and marketing needs. After creating the outline for the private dining room information document, I sent it to the managers and received their feedback for changes. I made adjustments according to their needs and wants, and resubmitted it to them. I then held a Zoom call with the subcontracted weddings planners through Alpine to go over all of the information. We made all finalized decisions, and left the conversation with the information ready to be sent to the CEO of the resort for final approval.
WEEK SIX: The next step in my plan was to create three different types of layouts to copy and paste the information into. I began by brainstorming my ideas of what I wanted the designs to look like. I sketched the designs onto paper and listed bullet points of important elements to include on the designs. I then began playing with different designs. I researched the best websites to use. After selecting my websites and sketches to use, I began designing. I created one design in InDesign, one in Canva, and one in PhotoShop. I spent many hours perfecting the designs. Once the designs had been created, I added the Alpine logos into the designs and incorporated them adhering to the Resort’s standards for logo usage. Once the designs had been created and the logos were incorporated, I began to plan out the next steps for my process of copying and pasting the information into the brochures.
WEEK EIGHT: I finalized my brochures. Previously I had created the setup for the brochures using three different platforms. I had created designs on InDesign, Photoshop, and Canva. I copied the information that my managers had approved into the three different platforms and edited them to work with the design and borders that I had previously created. I adjusted the alignment, fonts, and sizes to fit the style of the three separate designs. Once I had finished adjusting all the brochures to my liking, I sent off the three different designs to my managers to get their feedback and see which brochure they wanted to utilize. After receiving their feedback, we dialed it in to the design I had created using Canva and then I began to make adjustments based off their suggestions. I played with the Alpine logo on the design to try to make it match the tone and style of the text. After finalizing the adjustments, I sent it back off to the managers and got their final approval.
Experience Overview
This experience was truly incredible. It allowed me to take the skills and talents I have developed over the past four years, and apply it to my career field. It was incredible to see what I was capable of and what I could accomplish. I was proud of my ability to assess the needs of a Resort, make a plan to help address the need, and execute the plan involving many managers in the process.
Insights Gained
This project taught me a lot about the chain of command within the Resort I work for. All marketing materials created at Alpine have a process to go through in order to be approved. The marketing materials of any company directly represent who they are and what kind of company they are. I learned that every detail matters in the creation of marketing materials including the incorporation of the logo, the colors and fonts used, and the overall look and feel of the brochure.
Project Video
Ashne Couperus
December 11th, 2023