collateral

cathyannsauer. . . writingportfolio

print

online | press releases | script

direct mail

collateral . . .

clientWalt Disney World Swan and Dolphin

projectRevise existing Travel Agent Fact sheet

to reflect new branded look and redesign of hotels. Four page brochure used as a mailer and for trade shows.

roleCopywriter /project manager

(cover headline provided by agency)

sampleCover opposite, portion of inside pages

in next slides.

collateral . . .

client Westin Chicago River North

projectCreate new media kit to complement

the kit I wrote/produced for their sister property, the Sheraton Chicago .

roleCopywriter /project manager

samplePortion of the 12 page guide.

collateral . . .

client Sheraton Chicago Hotel & Towers

projectCreate new media kit following

completion of multi-million dollar renovation.

roleCopywriter /project manager

sampleOpening intro page

collateral . . .

clientCarol Rasheed

projectCreate new brochure for Spa creator

and celebrity makeup artist Carol Rasheed. Purpose - to introduce her

new brand. Challenge - incorporate all her talents in one succinct piece.

roleCopywriter

sampleExcerpts from the 13 page brochure.

collateral . . .

clientCGI

projectOrganize complicated benefit plan into an easy to read handbook, PASSPORT

Contributor Guide, for employees.

roleCopywriter

sampleNext 2 slides are from the 10 page

brochure.

print . . .

clientNina Raynor

projectCreate weekly ads with variety of

“thought” comments. Original newspaper ad campaign.

roleCopywriter /project manager

print . . .

clientNina Raynor

projectCreate new full page image ad to go

with store renovation. Current campaign for spring 2011.

roleCopywriter /project manager

print . . .

clientThe Westin Resort St. John

projectCreate a leisure ad for newly opened

resort. Ad needed to complement Westin branding at the time.

roleCopywriter/project manager

print . . .

clientWalt Disney World Swan and Dolphin

projectCreate new spec meeting ad

showcasing the redesign/renovation of the hotel interiors.

roleCopywriter/project manager

direct mail . . .

client3PV

projectDevelop direct mail to introduce new

product, AssureSign, to upcoming trade show attendees.

roleCopywriter/project manager

sampleImage at right is front of postcard; next

slide is the back.

back of postcard

online . . .

clientSheraton Chicago Hotel & Towers

Westin Chicago River North

projectCreate a first quarter email blast with

bonus offer for meeting planners.

roleCopywriter/project manager

online . . .

projectInvited to guest post on Hotel

Marketing Strategies blog. Topic was case study of how one hotel initiated a

social media program.

roleResearcher/writer

sampleExcerpts here and on next slide from

comprehensive document. PDF can be downloaded at

www.hotelmarketingstrategies.com

What It Takes To Start A Social Media Program, And Why You Need To Do It Now

If Social Media 2010 did one thing, it threw a bucket of ice water onanyone still in denial about how the new media is changing the waycompanies do business. The utilization of social media channels forB2C and B2B is on fire.

In June of 2010, over 6,000 executives were part of a study bySmartBrief, Inc. to determine social media usage by businesses. Theresults provide statistics regarding why and how companies areadopting and integrating social media into their mix. Here are a few key points: • 66.5% of companies surveyed adopted social media in the past 18

months• It takes time for companies to incorporate social media effectively• Brand building is currently the primary purpose for business social

media usage• Lack of management support and confidentiality concerns top the list of

obstacles to social media adoption• Companies are focusing on the “big five” platforms: YouTube, LinkedIn,

Blogs, Twitter, Facebook

Social media entrepreneur, Peter Shankman, states that it doesn’tmatter if customers have a BlackBerry, iPhone, iPad, TV, or computer, theyare going to go where they can get information quickly. “It’s about howpeople interact with information they can get from you, when they need it.Can they find what they need, when they want it, wherever they are. Forthe hospitality industry, hotels, it’s never been more important.”

When it comes to the hospitality industry, nothing is bigger thanTripAdvisor. With over 40 million reviews posted, hoteliers obsess overrankings and reviews. Despite the recent spotlight on TripAdvisor withregard to whether they can be held libel for customer comments andspeculation that reviewers are offered incentives by hotels, in the hotelworld, TripAdvisor is the poster child of social media. Its existence sums upwhy hotels are scared of social media and why they cannot ignore it. "We often hear from travelers that how a property responds to criticism hasmore influence on their booking decision than the criticism itself.”April Robb, TripAdvisor **

The Only Fear We Have To Fear…Now is the time to sweep uncertainty and fear out the door and get withthe social media program. That’s because today’s business climate demandsyou take hold of every opportunity or risk getting lost in the stampede.Social media offers these opportunities, in spades. “Your audience is going to go to the place where it is easiest to getinformation. If they can get it from Hotel A quicker than Hotel B, they aregoing to use Hotel A every time. If you’re Hotel B, you’re out of luck.” Peter Shankman Keep in mind, the days of the wild, wild west, when you might just jump inand test it, are over. Being online and engaged is more sophisticated thanbefore. Just as with any company endeavor, you need to have clear goalsand objectives, determine how you will approach it, manage it, measure it. The fears businesses struggle with as they consider the social media worldare understandable. Fear of negativity. Fear of time assets. Fear of dollarsspent. Fear of control. The reality is, if you do not have a social mediaprogram for your hotel, here’s the one and only fear you should have –everyone else is there, and you aren’t.

online . . .

projectCreate a blog for my company to serve

as web presence, showcase my writing, and help others discover

marketing ideas/trends.

roleCreator/writer/administrator

sampleExcerpts here and on next slide

represent just a couple of blog posts. For a full review, go to

www.cathyannsauerinc.com

press releases . . .

clientTJM Communications

projectWrite a news release with effective use

of SEO and Twitter capabilities. Purpose - to showcase how hotel client

related to travel trend report.

roleWriter

sampleFirst page (sans contact info) of 2 page

release.

FOR IMMEDIATE RELEASE Family Travel Is What It Is All About At TheWalt Disney World Swan And Dolphin Hotel Tweetable: Family vacations at the WDW SwanDolphin bring :) to faces. Seewhy family travel is priority 1 at this WDW resort hotel. http://ow.ly/2Z5HE Summary: Family travel is on everyone’s mind these days and a recent study*shows 44% of leisure travelers last year took at least one family vacation. Thestaff at the Walt Disney World Swan and Dolphin Hotel understands theimportance of family travel and go out of their way to make sure guests enjoythe Orlando vacation of a lifetime. This Epcot Resort hotel has extensiverecreation, dining, and accommodation options, so it’s no wonder family

guestsenjoy selecting the Walt Disney World Swan and Dolphin Hotel for a familyvacation to the Orlando resort area and Walt Disney World. LAKE BUENA VISTA, Fla. – November 2010 – Families continue to carve outtime for at least one family vacation per year, especially to celebrate a life

eventsuch as an anniversary or birthday. It is the reason promotions such as the2010 What Will You Celebrate? at Disney and their new 2011 Let the MemoriesBegin campaigns are so popular. The phenomenon known as celebrationvacations accounted for up to 69% of leisure travel last year according to thosesurveyed in a recent study*. The study also showed Orlando as one of four topvacation destinations desired by families. The report indicated 59% ofrespondents named Orlando as the place they preferred for a family vacation.These facts are not lost on the Walt Disney World Swan and Dolphin Hotel. Thisfamily-friendly resort has acres of fun and endless activities specially geared forfamily travel, all right in the center of the Walt Disney World Resort.

press releases . . .

Fresh, Inviting French Quarter Style Comes To Life AtRoyale Parc Suites

Kissimmee, Florida, . . . The most successful property of Choice Hotels International inCentral Florida, the Quality Suites Maingate East, is enjoying more than just a freshcoat of paint. After months of research and exchange of ideas, the plan to redesignthe hotel with extensive upgrades which include everything from dramatic physicalrefurbishments down to soothing new bath amenities, and even a name change, iswell underway and slated for completion later this fall.

Royale Parc Suites is the name that both the owners and management feel accuratelyconveys the “New Orleans French Quarter” style for the 224 guest suites andsurroundings. They sought to go beyond the fun and festivity of the legendary city,leaning more toward capturing the essence of classic New Orleans - the texture of itsarchitecture, the colors of the garden courtyards, the buzz from the sidewalk cafes,the grid of filigreed wrought iron – all signature characteristics woven throughout thehistoric city. To that end, Gary Williams, President & CEO, Coakley Williams HotelManagement Company and Michael Nerlinger, Senior Vice President, turned to awardwinning architect and designer, Deborah Lelko of Architecture + Design Associates, Inc. All agreed the “townhouse” look of the hotel provided an ideal stepping off point forachieving a New Orleans caché. “The hotel already had elements of Frencharchitecture, so the New Orleans theme works perfectly,” said Lelko. “One of the keyelements that tie the design together is the use of wrought iron, so reminiscent of theladders and balconies of the French Quarter. Another is the landscaping. It is criticalin creating the lush New Orleans ambiance. Building further on the theme, we alsoincorporated the use of French empire furniture and an entire soft new color palette.”

Step Into The “Vieux Carré” “Our goal for the new look is to portray all the nostalgia and charm of an upscale suitehotel in the French Quarter or Garden District of New Orleans,” said Duane WinjumCHA, the hotel’s General Manager. “Guests come to Central Florida for the entertainmentvalue, and we want to provide that, but in a very polished and sophisticated manner. Thistheme is exactly the setting we desired.”

(more)

clientRoyale Parc Suites

projectWrite a set of news releases for

general purpose press kit. Purpose - introduce newly remodeled hotel.

roleWriter

sampleFirst page (sans contact info) of 2 page release. Just one item from package of

press materials.

script . . .

Script for Westin Rio Mar Beach Shuttle Video: FINAL  SECTION IOPENING VISUAL OF TWIGHTLIGHT OCEAN…CUT TO SHOT OF REINHARD WERTHNER WALKING INTO SHOT AND…

REINHARD WERTHNER: ¡BIENVENIDOS! AND WELCOME TO PUERTO RICO. MY NAME IS REINHARD WERTHNER, VICE PRESIDENT AND MANAGING DIRECTOR OF THE WESTIN RIO MAR BEACH RESORT, COUNTRY CLUB & OCEAN VILLAS. I HOPE THAT YOUR JOURNEY HERE WAS A PLEASANT ONE, FULL OF THE ANTICIPATION OF ARRIVING ON THIS FASCINATING ISLAND.

DURING THE RIDE TO THE RESORT, WE ARE SHOWCASING JUST A SAMPLING OF WHAT TO EXPECT DURING YOUR VISIT TO THIS HISTORIC ISLAND AND OUR FANTASTIC RESORT. SO SIT BACK, RELAX, AND ENJOY THE RIDE. WE LOOK FORWARD TO SEEING YOU SOON!

FOOTAGE OF UPDATED LEISURE SALES VIDEO HERE) SECTION II

(PETRA VOICE OVER):NOW THAT YOU HAVE A TASTE OF THE MAGINIFICENT WESTIN RIO MAR BEACH RESORT, COUNTRY CLUB AND OCEAN VILLAS, WE’LL TAKE A QUICK (PAUSE)…

OKAY, WELL MAYBE NOT QUITE THAT QUICK…WE’LL TAKE A TOUR OF THE MANY SIGHTS AND SOUNDS YOU WILL ENJOY DURING YOUR STAY IN PARADISE. YOU’LL LEARN ABOUT THE MANY RESTAURANTS, LOUNGES, ENTERTAINMENT VENUES, TOURS, AND RECREATIONAL POSSIBILITIES THAT AWAIT YOU AT PUERTO RICO’S PREMIER DESTINATION RESORT.

... SO, SIT BACK AND ENJOY THE RIDE AS WE PRESENT TO YOU THE SPECTACULAR WESTIN RIO MAR BEACH RESORT, COUNTRY CLUB AND OCEAN VILLAS!

clientWestin Rio Mar Beach Resort

projectWrite a descriptive script about the resort, long enough to cover the 45 minute trip from San Juan airport. Purpose - to keep guest occupied

during the ride.

roleWriter

sampleThis slide and next are 3 pages from

the 25 page document.

FOR YOUR CONVENIENCE, CONTINUOUS ON-SITE SHUTTLE SERVICE THROUGHOUT THE RESORT IS PROVIDED ON A DAILY BASIS. COURTEOUS DRIVERS OR OUR VEHICLES TRANSPORT YOU THROUGHOUT THE RESORT TO OUR COUNTRY CLUB, TENNIS CENTER, MAIN HOTEL AND OUR NEWEST STYLE OF ACCOMMODATIONS, THE OCEAN VILLAS. THESE 58 ONE, TWO AND THREE BEDROOM BEACHFRONT VILLAS OFFER A SENSE OF EXCLUSIVITY WITH ALL THE PLEASURES OF OUR GRAND RESORT AT YOUR DOORSTEP. WHILE VISITING THE WESTIN RIO MAR BEACH RESORT, COUNTRY CLUB & OCEAN VILLAS, YOU’LL WANT TO TAKE IN AS MANY OF THE RESORT’S 12 RESTAURANTS AND LOUNGES AS POSSIBLE.

ALL OFFER EXCEPTIONAL SERVICE, AMBIANCE, AND OF COURSE, A VARIETY OF CUISINE CHOICES.

FROM THE INTIMACY OF BOLEROS FOR A MARTINI BEFORE DINNER, (PAUSE)TO THE NORTHERN ITALIAN ROMANCE OF PALIO, THERE’S SOMETHING FOR EVERYONE AT THE WESTIN RIO MAR BEACH RESORT.

PALIO FEATURES THE CLASSICAL CUISINE OF NORTHERN ITALY. THIS TRIPLE A, FOUR DIAMOND, AWARD-WINNING RESTURANT IS ONE OF OUR MOST POPULAR DINNER CHOICES, SO BE SURE TO MAKE A RESERVATION EARLY!

THE GRILLE ROOM, HIGH ATOP THE RIO MAR COUNTRY CLUB IS A HEARTY STEAKHOUSE OPEN FOR LUNCH AND DINNER. IT OFFERS CREATIVE CUISINE WITH A CLUB AMBIANCE THAT IS CAUSALLY ELEGANT. YOU’LL ALSO DINE WITH BEAUTIFUL VIEWS OF THE RESORT’S TWO GOLF COURSES.

FOR A TASTE OF ORIENTAL CUISINE AND SUSHI, SHIMAS IS AN ENERGETIC AND ENTERTAINING ASIAN BISTRO AND SUSHI BAR. SHIMAS FEATURES CONTEMPORARY CULINARY CREATIONS FROM THE FAR EAST ALONG WITH DRAMATIC AND TASTEFUL PRESENTATIONS OF SUSHI. SHIMAS IS LOCATED IN THE MAIN HOTEL AND IS OPEN MOST EVENINGS FOR DINNER.

OUR NEWEST RESTAURANT, THE OCEAN CLUB, IS LOCATED AT THE RECENTLY OPENED OCEAN VILLAS. (PAUSE)

FRESH GRILLED SEAFOOD SPECIALTIES AND BREATHTAKING BEACHFRONT VIEWS HIGHLIGHT OUR NEWEST CULINARY TREASURE. LUNCH IS ALSO SERVED FEATURING GRILLED SANDWICHES, SALADS AND MORE. JUST FOLLOW THE BEACHFRONT WALKWAY WEST, AND YOU’RE THERE! OR TAKE THE SHUTTLE FROM THE MAIN LOBBY.

LOOKING FOR A CAUSAL DINNER WITH A SOUTHWEST FLAIR? CACTUS JACKS, LOCATED AT THE TENNIS CENTER, SERVES UP TEX-MEX CUISINE IN A FUN AND COLORFUL ATMOSPHERE. FAJITAS, BURRITOS, NACHOS, AND THE “WORLD’S LARGEST MARGARITA,” A CACTUS JACKS’ SIGNATURE, ALL ADD UP TO A GOOD TIME.POOL AND FOOSEBALL TABLES, MULTIPLE TV SCREENS SHOWING SPORTING EVENTS MAKE CACTUS JACKS FUN FOR THE ENTIRE FAMILY.

calltextetweetfbin . . . me!

cathy ann sauerorlando, florida

407.492.8719 o/c

cathy@cathyannsauerinc.com

@cathyannsauer

facebook.com/cathyannsauerinc

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