Author: Elizabeth Willis

FRA Prospectus 2022-23

Posted on by Elizabeth Willis

Part of my role at the Fashion Retail Academy is the management of the Prospectus project every year. I source, edit and write the content to be included in the prospectus, working with teams across the Academy.

During the summer of 2021, I also created the graphic design for the 2022-23 Prospectus using Adobe InDesign. When the project was complete, I worked with our printing agency to make sure the final products were printed to our specifications and budget. We printed 3,000 copies in two print runs, in October 2021 and January 2022.

See the full copy of the FRA Prospectus 2022-23

FRA Tone of Voice Guidelines

Posted on by Elizabeth Willis

When I started at the Fashion Retail Academy in June 2021, my first task was to create the Tone of Voice guidelines. I researched other brands I thought had a strong Tone of Voice and used their guides as inspiration to create my own. I wrote the guidelines for the FRA and then designed the document using Adobe InDesign.

After sharing the guide with the rest of my marketing team, I continue to be the guardian of our tone of voice, making sure all our marketing communications follow the specifications.

SEO Fundamentals – SEMRush Academy

Posted on by Elizabeth Willis

On May 10, 2021, I successfully completed the SEO Fundamentals course offered by the highly acclaimed SEMRush Academy. Through this brilliant online short course, I developed a comprehensive and in-depth understanding of the core principles of SEO strategy. It covered a wide array of topics, including technical SEO, link signals, on-page signals, and mobile SEO, whilst also delving into international and local SEO tactics.

While I already had a solid grasp of SEO basics, this course allowed me to elevate my knowledge to a new level of expertise. I found learning about Google’s spiders particularly beneficial, including their sensitivity to factors such as site speed, internal linking structure, and site maps. Additionally, understanding the structural breakdown of a SERP, from the conventional 10 blue links to featured links and knowledge panels, proved immensely valuable. Armed with this newfound knowledge, I am ready to implement cutting-edge SEO strategies and drive significant results for my projects.

@alpineluxurychalets reaches 10k Followers

Posted on by Elizabeth Willis

Despite an almost non-existent ski season last winter due to COVID-19, I was overjoyed to reach a milestone of 10,000 followers on @alpineluxurychalets on 21 March 2021. I have been working towards this goal for over a year, and I am thrilled to have achieved it in the face of the challenges presented by the pandemic.

Article & Advert – The Life Magazines Feb 2020

Posted on by Elizabeth Willis

Due to the success of my previous article and advert, we chose to do the same again in the Life Magazines Feb 2020 issue. I wrote an article encouraging readers to book their 2020/2021 ski holiday early, in order to get the best choice of accommodation, dates and travel for their next ski trip.

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Ski Holiday Infographics

Posted on by Elizabeth Willis

At Alpine Answers, I have created several infographics covering a variety of ski holiday topics. These infographics are shared in our e-newsletter, on social media channels as well as on our website. I design these from scratch using Adobe InDesign and Illustrator.

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Best Resorts for Off-Piste Skiing – Blog Post

Posted on by Elizabeth Willis

I am currently the primary content creator for the Alpine Answers ski blog, regularly writing blog posts on a variety of topics to do with ski and snowboard holidays. Here is an example of one of my blog posts, detailing the best resorts for skiing off-piste in Europe. The post currently positions 7th on Google for the search term ‘best resorts for off-piste skiing’ (13/02/20). You can read the blog post here.

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Best Resorts for Snowboarders – Landing Page

Posted on by Elizabeth Willis

As part of my role at Alpine Answers, I create content for both the Alpine Answers and Alpine Luxury chalets websites, including blog posts and landing pages. Here is an example of a page I created, detailing the best resorts for snowboarders, which ranked at position 6 for the search term ‘best resorts for snowboarders’ on Google on 12/02/20. You can find the page here.

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Ski Infographics

Posted on by Elizabeth Willis

I have created a number of ski-holiday-related infographics using Adobe InDesign as part of my marketing work with Alpine Answers.

These infographics are shared on Alpine Answers social media channels, such as Pinterest, Facebook and Twitter, and also sent out in the email newsletters to nearly 8,000 subscribers.

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