Author: Elizabeth Willis

FRA Student Guidebook 2022

As part of our marketing efforts to encourage our applicants to enrol with us, we created a Student Guidebook for offer holders aged 18+. It contains useful and fun information including apps to help with their studies, local lunch spots and travel tips. To create the guide for 2022, I edited and updated a previous version written by one of our students when she was at the Academy.

Once the content was up-to-date, I redesigned the layout of the guidebook using Adobe InDesign. The Guidebook was then sent out to everyone who holds an offer to study for an undergraduate degree or Level 4 diploma at the FRA in September.

On Your FRAdar – FRA Internal Staff Newsletter

In October 2021, I supported the Business Development Team with the creation of the first FRA internal newsletter. I wrote the newsletter content using the information provided by the newsletter reps from each department at the Academy. Using Adobe InDesign, I designed a fun and engaging layout for the newsletter, to encourage staff to read it and help promote internal communications across the Academy.

FRA Prospectus 2022-23

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

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

On 10 May 2021, I completed the SEO Fundamentals course from SEMRush Academy. This was a brilliant online short course for learning the basics of SEO strategy, covering topics including Technical SEO, Link signals, on-page signals and SEO for mobile, alongside international and local SEO tactics.

I already had an understanding of the basics of SEO principles, but it was interesting to learn about these in greater detail. Learning about Google’s spiders was particularly beneficial, and how they are affected by site speed, internal linking structure and site maps. It was also helpful to learn the structural breakdown of a SERP, from the 10 blue links to featured links and knowledge panels.

Most Romantic Ski Resorts – Blog Post

I wrote this blog post about the most romantic ski resorts in Europe in time for Valentine’s Day 2020. ‘Romantic ski resorts’ is a common Google search query, particularly around February 14th. In this post, I also included recommendations for specific hotels we sell in each resort. You can also see the live version here.

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Article & Advert – The Life Magazines Feb 2020

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

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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