Heidi Ekey Copywriter & Content Strategist

Selected work

The Work. Theresults.

Five case studies chosen for breadth. Each is short, skimmable, and clearly identifies what was solely owned and what was collaborative.

01 Hyatt Vacation Club brand book spread showing the copy standards section.

Hyatt Vacation Club · Marriott Vacations Worldwide · 2022–2025

Launching a national brand with two writers

Two acquired portfolios, one new brand, and a voice that had to work in an inbox and in a lobby. I helped write the standards that made it enforceable.

  • Brand voice
  • Style guide
  • Launch
  • Regulated copy
02 Pre-arrival email journey templates for a Hyatt Vacation Club resort.

Hyatt Vacation Club · Lifecycle

36 emails, nine markets, one voice

Halo nurture tuned market by market, plus pre-arrival, win-back, and the transactional layer. Pre-arrival CTR up 19%, halo up 10%, year over year.

  • Lifecycle
  • Email
  • Segmentation
  • Testing
03 Scandia Woods brand boards with lifestyle photography and headline treatments.

Blair · Bluestem Brands · 2013–2022

Writing a catalog company onto the internet

Digital went from 20% to 50% of sales. Email CTR up 8%, average order value up 17%. And one product name taken through to a registered trademark.

  • E-commerce
  • Direct response
  • Naming
  • Print
04 Printed Hyatt Vacation Club collateral showing headline and body copy hierarchy.

Hyatt Vacation Club · Standards

Auditing a brand’s vocabulary

A term-by-term recommendation that changed which words the brand could use — with the reasoning attached. Plus the alt-text standard the team wrote to.

  • Inclusive language
  • Accessibility
  • Standards
  • WCAG
05 Paid social ad set for a Winter Wonderland owner event.

Kafferlin Strategies · CiviLink · 2026–present

Three brands, three registers, one writer

Municipal consulting, a govtech product family, and a thought-leadership platform — running concurrently, none of them allowed to sound alike.

  • Multi-brand
  • Content strategy
  • Social
  • Product messaging

Also in the portfolio

Work that didn’t need a full case study but is worth seeing.

Cover of the Hyatt Vacation Focus member newsletter, May–June edition.
Member newsletter. Hyatt Vacation Focus — destination features and program news for owners.
Owner newsletter spread for February and March 2023.
Owner communications. Seasonal newsletter, February–March 2023.
Travel article: Savannah Sparkles, a holiday escape with Southern charm.
Destination feature. One of 58 bylined articles still live on hyattvacationclub.com.
Paid social advertisements for a San Diego area campaign.
Paid social. San Diego campaign — Facebook and Instagram.
Open-dated booking confirmation email layout.
Transactional email. Open-dated confirmation — the layer most programs waste.
Scandia Woods advertisement featuring outdoor apparel.
Brand advertising. Scandia Woods — aspirational outdoor copy for Blair.

Samples are reproduced from published and distributed work. Additional writing samples, including long-form ownership guides and technical documentation, are available on request.

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