Portfolio

Here’s a handful of Kelly’s favorite projects. Breeze through these examples to see what Kelly can do for your marketing. Click on the images to see the full project.

Sales Skills Training Manual: Vail Resorts

To help spread the sales skills of their best ski instructors, Vail Resorts tapped Kelly to write The Snowsports Instructor's Guide to More Returns and Requests. This 45-page e-book acted as a training manual that was easily printed or emailed to the entire staff. The ski schools used this manual as a central resource to create trainings around, help managers coach instructors, and allow instructors to learn on their own time.

Case Studies: National Ski Area Association

When they wanted to promote best practices of converting beginner skiers into lifelong enthusiasts, the National Ski Area Association (NSAA) tapped Kelly to write a series of case studies. Kelly focused on one ski resort per case study, digging deep to find out how multiple departments work together to get first-time skiers to come back for more. These case studies were then published in NSAA’s trade journal and sent to decision-makers at ski resorts across the country.

Video Scripts: Vail

To reach potential customers new to the sport, the Vail Snowsports School released a series of fifteen ski tips segments. These segments ran on CNN Airport News in target markets through the winter of 2007. Though a business traveler in Orlando won’t learn to ski watching a 60-second video, the intent of each segment was to create a lasting interest in skiing Vail. Kelly wrote each script to show this captive airport audience that Vail is beautiful, skiing is fun, and the Vail Snowsports School makes learning to ski easy.

Sales Booklet: WECMRD Lax Jam

This popular youth lacrosse tournament, organized by WECMRD (Western Eagle County Metropolitan Recreation District) wanted to attract corporate sponsors to raise revenue for youth sports programs. Discovering that local businesses were likely to see sponsorships as donations and not as marketing investments, Kelly highlighted the marketing benefits of sponsoring events in general as well as the specific opportunities in Lax Jam.

Advertorials: Vail Snowsports School

Wanting to remind Vail’s visitors that not just beginner skiers benefit from taking lessons, the Vail Snowsports School targeted advanced skiers by placing ski tip advertorials in the local Vail Trail newspaper. Kelly’s contribution focused on freestyle tips like 180s and sliding rails. These topics reminded people that even the mysterious world of freestyle is still in the realm of the Vail Snowsports School.

Email Drip Campaign: Ambajam

This baby clothing company wanted to convert more of their online customers into repeat buyers. They created an email drip campaign, sending out newsletters and promotions to keep their customers engaged with the brand. Kelly used a writing style consistent with the website that highlighted the brand’s fun and playful characteristics… whether it was describing new products, promoting a photo contest, or retelling a story shared by a happy customer.

Marketing Column: Vail Daily

Kelly wrote a regular column for the Vail Daily offering marketing tips to local businesses. The target readers were small business owners who did most of their own marketing. Topics included using testimonials effectively, the right way to do direct mail, and the difference between reach and frequency in delivering marketing messages.