Project.
Club Wyndham
Revamping a hotel brand’s content experience.
AGENCY: Rokkan
YEAR: 2016
A subsidiary of the hotel company Wyndham Worldwide, Club Wyndham offers membership-based vacation time shares at more than 75 resorts around the United States.
Club Wyndham enlisted the digital agency Rokkan to lead an ambitious, multi-phase project to overhaul the brand’s customer-facing digital experiences and improve its inventory and reservation systems. The ultimate goal: Inspire existing customers to take more vacations more often, and with more convenience.
Wisely, Club Wyndham understood that effective content would play a big role in this effort. I joined Rokkan as a freelance content strategist to develop the structures and editorial approach for several sections of the new site.
Working as part of Rokkan’s UX team, I began by undertaking a detailed content audit of the relevant sections, including ones devoted to news, travel inspiration, and member orientation and support. I identified content strengths, weaknesses, and gaps, then developed a client presentation that pointed the way toward a fresh approach. (The client was responsible for developing most of the actual new content.) I also helped lead several brainstorming sessions with the client in Orlando.
Ultimately, I was tasked with creating two primary formal deliverables. First, I developed an extensive “Content Playbook” laying out a series of high-level content recommendations for each section, as well as detailed advice about how to approach all the fresh material to make it lively, informative, and consistent. Second, I developed a concise and polished “Voice & Tone Guidelines” document for circulation throughout the company, to ensure that all current and future content contributors understand how to write for the brand — and how not to. I also took on some copywriting along the way.
Check my work.
