REI Marketing and UX Copy Samples by Cassia Herman

1. Snow Report App Description for iTunes and GooglePlay

Whether your passion is skiing or snowboarding, the REI Snow Report app gives you all the info you need to make the most of your time on the mountain. Our app, with its snowy fresh look and feel, delivers reliable access to all the snow report features you expect from REI—with added convenience. As always, access to snow conditions and five-day weather forecasts are right at your fingertips. And now, you can easily find everything you need to know about a particular resort on a single, scrollable page.

Choose your own adventure! REI Snow Report works great as either a ski app or snowboarding app. It can help you decide the best place to ski or snowboard by sending alerts when there’s new snow at the base depth levels you’ve set. Make the app your own by adding up to 15 resorts from all over the world to your Favorites. See at a glance where it’s a good powder day so you can jump out of bed and get going! (We won’t tell your boss.)

Need more details? The app lets you reference trail maps for most North American ski resorts, look at web cams where available, and find out how many lifts are open so you’ll know what to expect ahead of time. Avoid the bad surprises and bring on the spontaneous outdoor fun!

If you’re heading up with friends, share snow forecasts with them via Facebook, Twitter, email, SMS, and in our app. You can stay on top of changing mountain conditions through participating Twitter feeds. Forgot something you need? Store Locator is at your fingertips to help you find the nearest REI store. The REI Snow Report app easily connects you to REI.com, so you can shop online and get some Expert Advice (if you need it), before you venture out to the mountain.

Stay connected and inspired. We’ll drop you a quick message about upcoming REI snow gear sales and winter clearances so you won’t miss out. We’ll also send engaging content and beautiful pics to your message center from time to time for a quick dose of inspiration.

1

What’s New Enjoy new scroll navigation that lets you view everything

about a resort—including weather details and how many lifts are open—on a single screen.

Place up to 15 resorts on your Favorites list and choose your push notifications. The app can tell you when snowfall reaches the depth you set.

Stay current on winter sales of skis and other gear with push notifications sent to the app message center.

Yes, the REI Snow Report app is iOS 8 compatible.

2. Creative Concept and Copy for a tile to appear when site customers click for the Deal of the Day—but the Deal is sold out.

[Photograph] Outdoor night ridge and sky, a lone tent lit from within

[H] END OF THE ROAD

[SUB-H] We ran out of today’s Deal!

[Copy] Hit the trail after midnight for a new Deal of the Day. (Line break) Save 50% or more.

[Button CTA] Shop all REI Outlet

[Copy] You can still save big today on great outdoor gear and clothing.

[Links] 60% off Deal of the Week Overstocks under $20

3. Three Emails to communicate on backorder fulfillment

Email #1: Order Confirmation

2

[Subject Line] Order Confirmation

Your Order # xxxxx has been received

Greetings [First Name],

Thanks for your order!

REI will ship your item(s) out to you as soon as we receive them in our warehouse. We’ll send you an email when they’re shipped.

Of course, you won’t be charged for these items until they ship.

Email #2: Delay and Cancellation Warning: 10-day mark

[Subject Line] Requires Action: Your REI order

Here’s an update on your order # xxxxx

Hello [First Name],

We’re still working on fulfilling items in your recent order. This type of REI order automatically cancels if it takes us more than 30 days to send it to you. We can extend that 30-day window if you ask us to.

Please contact us to keep your item(s) on order beyond 30 days. You can ask for that in a reply to this email. Or, you can call us at 1-800-426-4840.

We want to make sure you receive your selections.

Thanks!

Email #3: Cancellation: 30-day mark

3

[Subject Line] Your REI order has been cancelled

We couldn’t fulfill your order—it’s us, not you.

Hi [First Name],

We weren’t able to send your REI order within 30 days of the time you placed it, so your order automatically cancelled. Sorry. We’re bummed about it, too.

Your card was not charged for the item(s).

You may be able to re-order. Pease contact us at 1-800-426-4840 for further assistance.

4. Modal Copy on the Product page for Members-Only Purchase items.

 When you join the REI co-op for a one-time fee of $20 you get a lifetime of benefits:

10% Annual refund

Members-only deals

In-store discounts

Travel and classes discounts

REI VISA® Card

Just add your membership to your cart along with your other items. Or, add it when you check out.

Want to learn more about REI membership? Get details.

Need help on anything else? Call 1-800-426-4840.

4

5. Modal Copy at Checkout for Members-Only Purchase items.

An item in your cart is available only for REI members.

Do you want to buy an REI membership for a one-time fee of $20?

No, thanks. I’m already an REI member (Great! Just return to checkout and enter your member number.)

Yes, please add a lifetime REI membership for $20 to my cart.

No, thanks. Remove the REI members-only item from my cart.

[Button] Continue

Alaska Airlines Marketing Copy Samples by Cassia Herman

Concept and copy for a sale with a two-hour purchase window

Marketing requested a landing page, a site-side advertising tile, and a banner ad for a two-hour fare sale. I collaborated with a graphic designer to create the concept of the Fast-Dash Sale.

The designer chose a photograph of runners set to race from the starting block. I wrote the headlines and copy. Marketing liked the concept, and the Digital Creative team has used the basic template for several rounds of this sale.

5

The landing page copy:

2 Hour Fast-Dash Sale

Run and get a great fare to fly from Portland to Atlanta, San Francisco, San Jose, or Washington—sale fares start at $55 one way*. Imagine a revitalizing southern winter walk, or an exciting California getaway. Why not grab a trip to go see friends or family? Book your flight between 11:00 am and 1:00 pm on January 14, 2014 for travel between January 16, 2014 and January 21, 2014. Ready. Set. Fly.

Landing page copy for Hawai’i Vacations

Spend Less for Sumptuous Hawai’i StaysFlight + 3 nights in choice island resorts—our best Hawai’i package rates all year

Imagine winter or spring days discovering volcanoes, waterfalls, and hillside coffee farms…then evenings rejuvenating with plush comforts in a luxurious beachfront hotel. Alaska Airlines has designed an exclusive deal with Starwood Hawai’i Resorts to give you discount flights—plus special low rates on world-class rooms, suites, and 1 to 3-bedroom villas.

6

Would you like to treat yourself to a stay in a Hawaiian Sheraton, Westin, Royal Hawaiian, or St. Regis resort? Well, guess what—you can. Book your air and hotel package between 11/05/2013 and 12/01/2013 for travel from 01/08/2014 to 05/22/2014. Be sure to book soon while these special flights last.

Enjoy turquoise freshwater pools just yards from sapphire sea, intuitive guest service, and inspired seafood cuisine. You’re on your way to Oahu, Maui, Kauai, or Hawai’i—in style.

Landing page concept & copy for the Halloween Sale

ReTREAT for Halloween

Want to brew up a bewitching long-weekend getaway for Halloween? Unmask our scary good sale fares—from $59. Get your flights on October 17, 18, and 19 for travel on Thursday,

7

October 31st. Book fast, the magic won’t last—sale ends at 11:59 pm (PT) on October 19, 2013. Wicked savings before midnight!

Landing page concept & copy for the Winter Sale

Warm up to Winter Sale

Get your sense of adventure warmed up with fares starting as low as $59* one-way. No hibernating for you this year. Stroll across soft Hawaiian sands, hike through a blue ice field in Alaska, or savor high tea in Victoria, B.C. Find your sale fare for travel discoveries from December 3, 2013 all the way to March 5, 2014. Book your flights between November 5, 2013 and November 11, 2013 to get the best seats.

Landing page to tell customers about the impact and benefits of new construction projects at the airport.

8

Big Renovations are in Progress at Seattle’s Airport

Hassle-free boarding, better technology, and comfortable new amenities—tailored for you, the Pacific Northwest traveler

Construction is underway for the next few years to upgrade your airport experience. Alaska Airlines is working with the Port of Seattle to build new boarding walkways. And to create more comfortable, warm, and intuitive pre-flight relaxation spaces for you.

We get it that walking around the cones and construction tunnels may feel like a lot to navigate for a while. Rest assured that easy to follow pathways will be in place until all of this revitalization is done. Alaska staff people and clear signage will be there to help you find your departure gate. We’ll keep you up to date on what’s happening, and the vision of where we’re going.

Designing new boarding paths in 2014Gently sloping walkways and three new elevators will replace the stairs on C Concourse—at C2, C10, and C14. That means no more carrying bags up and down the stairs when you board your plane. And much better access for travelers in wheelchairs. You’ll also have new covered outside ground walkways between the terminal and your aircraft, to keep you warm and dry.

Innovation in the North Satellite is on the way in 2015* Rooftop Alaska Airlines Board Room that looks out over the Puget Sound* Restaurants and shops for the Pacific Northwest Traveler* Increased reliability and speed of baggage transfers* Natural Lighting in boarding areas* Robust free Wi-Fi service* More electrical plugs at the gates* Sustainable energy-systems systems* More boarding gates—less waiting in line

9

4 Travel Destination OverviewsMy assistant writer and I researched & wrote 102 overviews

Atlanta, Georgia

Old-fashioned southern charm meets cutting edge New South in this enduring land of sweet tea and skyscrapers. Lush canopies of trees, serene stretches of green grass, and elegant homes stand where Civil War battlefields once were. Atlanta is the hometown of Martin Luther King, Jr. You will find warmth, artistry, and vibrant nightlife in this beautiful metropolitan city.

Discover the Botanical Garden’s 80-foot mural of flowers with faces, colored lights artwork in winter, and 12-foot steel butterfly in the Children’s Garden. Catch family performances all year at the Center for Puppetry Arts. Settle in for live music and cooking demos at the biggest farmers market in Atlanta—it’s set up in Cathedral St. Philip out on Peachtree Road.

Atlanta offers food you won’t believe, so come and get it—barbecue shacks, craft urban eateries, southern-style chef breakfasts. Enjoy oyster bars, crab and shrimp houses, and just about any Asian or Latin cuisine you like. Check out the Improv Comedy Club in Buckhead. Find the secret entrance to Prohibition, a 1920’s speakeasy bar—be sure and dress the part.

Medford, Oregon

In 1883, a railroad group interested in gold mines carved a route through the southern Oregon Rogue River Canyon, and the town of Medford took shape. Its rain-shadowed valley offers a Mediterranean climate of hot, dry summers and mild winters. And many vineyards that grow purple, red, and white grapes you would also find in the Rhone region of southern France.

Take a drive to the sapphire blue waters of 2,000-foot deep Crater Lake. Go rafting on the Rogue River. Experience the Elizabethan Theater at the

10

Oregon Shakespeare Festival beneath the night sky, surrounded by mountains thick with trees. Explore the forested canyon land and creeks of 93-acre Lithia Park. Or stroll Alba Park, named for Medford’s sister city in Italy.

Savor wild salmon at Pomodori Bistro, considered the best place for Italian food in Rogue Valley. Walk in beautiful vineyards and sip crafted wines at the Weisinger Family winery just south of Ashland. Relax in the Rising Sun Farms wine tasting room on a 28-acre farm overlooking the Siskiyou Mountains—try their fresh pesto sauces. Historic Willow-Witt is a 400-acre sustainable farming practices ranch, where you can go hiking with pack goats.

11

Austin, Texas

Austin exploded onto the national music scene in the 1970’s with local talent like Willie Nelson and Stevie Ray Vaughan. Cowboys, counter-culture folks, and business people converged for music and beer at iconic Armadillo World Headquarters. This quirky Texas town is cosmopolitan and unpretentious, high-tech and low-key, and a center of music and film. Discover also Austin’s natural spring-fed Barton Springs Pool. And hike along beautiful limestone cliffs on the Barton Creek Greenbelt hill country trails.

The South by Southwest Festival draws 25,000 people to Austin each spring to hear 2,000 performers play music in 90 venues all over town. Check out the Funniest Person In Austin Contest at the Capitol City Comedy Club. Catch live music any night at The Parish on historic 6th Street. Get your fried catfish and barbecue brisket Sunday Brunch at Stubb’s out on Red River Street, accompanied by live Gospel.

For a unique Austin ritual, watch 1.5 million Mexican free-tail bats emerge around sunset from under Congress Avenue Bridge. Two-step dance to country music at the Broken Spoke honky-tonk—the place with the big old oak tree out front. Find folk art of the Deep South at the Yard Dog Gallery. Experience the children’s train that circles 400-acre Zilker Park Botanical Gardens. Enjoy a real Fried Green Tomato BLT from the Hey!...You Gonna Eat or What? food truck.

Glacier Bay/Gustavus, Alaska

The town of Gustavus is located on Icy Strait in the northern part of the Inside Passage. Early 19th century settlers called it Strawberry Point for the abundant wild strawberry fields. 90% of Glacier Bay travelers come on cruise ships, which don’t dock in Gustavus. But the 10% who take the short flight from Juneau to Gustavus discover this town of about 500 residents, many of them artists.

Gustavus is the Gateway to 3.3 million acre Glacier National Park—15,000 foot mountains, glacier-covered fjords, 240 species of birds, mountain goats, moose, bears, and ancient forests with spruce and hemlock trees up to 200 feet tall. The park entrance is in Bartlett Cove, 9 miles from town. In the summertime you can camp, hike groomed trails, and rent

12

kayaks. Or, take a guided boat trip along the phenomenal tidewater glaciers.

Walk the Nagoonberry Loop Trail from town to the beachfront, through woods and wild flower meadows. Relax later with a Thai or Shiatsu massage at Robin’s Song Acupressure. Gustavus Inn, on the grassy Salmon River meadow, serves a breakfast of pancakes with spruce tip syrup. Dinner at the Inn includes local salmon, halibut, and Dungeness crab, raspberries and fresh greens grown in glacial soil, and wild strawberry cheesecake.

Expedia Copy Samples by Cassia Herman

4 Global Neighborhood Descriptions

Kerry County, Ireland, Dingle PeninsulaNational Geographic dubbed remote Dingle Peninsula of southwest Ireland, magic land of Corca Dhuibhne sea-cliff walks and sand beaches, as “the most beautiful place on earth.” 2,000 archaeological sites tell the story of 6,000 years, and Mount Brandon beckons to walkers. Ballyferriter Village pubs and markets brim with traditional Gaelic language. Visitors glimpse whales and dolphins on ferry rides to mysterious Blasket Island.

Phnom Penh, Cambodia—Monireth Boulevard RiversidePalm tree-strewn promenades stretch along the Tonle Sap River of French-built tropic city of Phnom Penh, once coined the “Pearl of Asia.” The Royal Palace and Temple of the Emerald Buddha open their treasures to guests. Visitors maneuver monkeys to browse wares in Art Deco domed Central Market. The climate is sublime from November to February, when travelers can sample street fare of grilled silkworms and savor open-air bistro Indochina cuisine.

Okanagan Valley, British Columbia, Big WhiteEast of Vancouver and northwest of Kelowna is the Canadian ski haven of Big White, awarded as one of the top 5 family ski resorts in

13

the world. Experienced guides lead cross-country explorations of the mountain, and helicopter tours stun with sky-high views. Spring visitors flock to the popular annual film and photography contest, while summer guests hit the mountain bike trails and taste-test at wineries.

Phuket – Phangnga, Thailand – Nai Yang Beach -- Kata BeachLocated in protected Sirinath National Marine Park, beaches of northwest Phuket Island are listed among the top 10 scuba diving destinations in the world. Visitors ride elephants into the surf, and cheer the springtime Sea Turtle Release Festival of Nai Yang. Day journeys to the jewel-colored waters of Coral Island are a snorkeler’s dream, while seafarers paddle canoe tours around landmark James Bond Island.

14