1. The Walt Disney Company
Portfolio
Michelle Bateman
DisneyFloral and Gifts
5/1/2015

2. Writing Samples
In mypositionwithDisneyFloral andGifts,Iwrote productcopy,blogposts,collateral, marketingemail
communications,andmore. Here are examplesof eachtopic:
Product Copy
DisneyFloral andGiftsprovidesofferingsandexperiencesforgueststhatwanttosurprise theirloved
onesinthe park. I wrote copyfor over100 offeringsduringmytime withthe company.

3. Blog Posts
I wrote several blogpostsonbehalf of JeanVolante featuringnew offeringsonthe DisneyParksblog.
Engagementwitheachblogincludedhundredsof Facebooklikesandseveral commentsonthe Disney
Parkssite.
“HalloweenTricksand Treats from DisneyFloral and Gifts”
DisneyParks Blog – September18th
, 2015
Halloweenisone of myfavorite holidays.It’ssomuchfunto dressupas a favorite characterand
celebrate the holiday“Disneystyle.”If youlove Halloweenlike Idoand wantto bringthe party back to
your DisneyResortroom,Ihave justthe trick – or treat– for you!
Available atWaltDisneyWorld®,Mickey’sSpooktacularCelebration feelsjustasif Mickey heardyou
were visitingandpreparedapartyjustfor you!A light-upMickeyMouse pumpkinsashwelcomesyouat
the door as youprepare yourself fora“ghoulish”surprise.
As youenter,discoverawelcome letterfromyourfavorite pal lettingyouknow whatspookygoodies
are instore!Nexttothe letter,alarge MickeyMouse plushgreetsyouwitha one-of-a-kindkeepsake
character binholdingpopularHalloweentreats.
Nearby,a festive blanket,creepycandelabra,luminaries,cobwebs,hidden messages,activitiesand
more fill the room. Andwhenyou’ve hadenoughof afright,it’sjustlike Mickeyisthere totuck youin
for the night!HalloweenpillowcasesfeaturingMickeyMouse,alongwithotherincludedkeepsakes,can
be personalizedwithyourname soyoucan have the ultimate Halloweenexperience!
As youmighthave guessed,Mickeyisnotthe onlyone thatlovesHalloween.It’sthe DisneyVillains’
favorite time of the year,andthey alwayswantto be includedinthe festivities.

4. Available atDisneyland®,A DisneyVillainousHalloween allowsyouto stepintoavillainouscelebration
preparedinthe comfortof yourDisneylandResortroom.Mickeymayhave preparedthe partyforyou,
but the Villainssnuckinto…let’sjustsay,helpyouindulge inyour“Villainside.”
Openthe door to discovertwocreepycandelabra’s,aspookywovenblanketand a picture frame that
setthe moodforyour “villainouslair.”
A MickeyMouse “Trickor Treat” pumpkinbucketglowsinthe room, illuminatinga large blackgiftbox
that holdssecretsurprises…Will youhave the courage toopenit?“Cash in”withtheirone-of-a-kind
monopolygame andexperience the darkside inadifferentlight.
Feel free tocheckout the linksabove tolearnmore abouteach experience! There are abunch of
Halloweenfansoutthere,sothese giftingopportunitiesrunoutfast.
Whenyou’re ready,youcan orderonline orspeakto a friendlyDreamMaker!OurDisneyFloral and
Giftsteamis available foryousevendaysaweek.Toorderfor WaltDisney World® Resorthotel
locations,youcancall 407-WDW-GIFT (939-4438). For Disneyland® Resorthotel locations,youcanreach
a Dream Maker at 714-781-GIFT (4438).

5. Collateral Copy
I wrote activitydescriptions,poems,productinstructions,andothercopyforcollateral featuredin
DisneyFloral andGiftsofferings.
Thistrifoldwas included inthe followingofferings:
 My StorybookMoment – MickeyMouse
 My StorybookMoment – Minnie Mouse

6. Many of these writingprojectsrequiredpriorresearch,suchasthisHawaii-relatedtrifoldfeaturedin
My StorybookMoment – LiloandStitch.

7. Email MarketingCommunications
I wrote internal andexternal marketingemailsonbehalfof DisneyFloral andGifts.The emailswere
intendedtobe informative,casual,andbrief toincrease the likelihoodof conversions.
The linksincludedcampaigntrackersinordertogenerate datainGoogle Analytics,helpingus gain
informationthatwould improveourtactics. By observingthe performance of metricsincludingsessions,
bounce rate,and revenue,Ianalyzedhow varioustacticsperformedyear-over-yearonaweeklybasis.
Internal Email*forDisneylandCastMembers:
*Unsubscribe optiontypicallyfoundinemail marketingcommunicationsnotpictured

8. Reporting Google Analytics Data
I createda varietyof PowerPoint presentationsusingdatafromGoogle Analyticstohelpthe teamform
future decisionsforourwebmarketinginitiatives.Here isanexample of apresentation:
*Financial informationblockedout

9. Project Management
One of mymainresponsibilitieswasmanagingthe productionof offeringsandexperiences.After
discussinganewofferinginacreative meeting, Isubmittedthe product’sname tothe legal department,
as well asrelatedcollateral toCharacterBrandingandDisneyartdepartments forapproval. Ischeduled
and managedweeklyphotoshootstomake sure thatproductswere shotaccordingto brand
specifications.Once the imageswereeditedbyagraphicdesigner,Iwrote productcopyand rolledthe
offeringtoleadersforweblaunch.
I alsomanagedseveral marketingphotoshootsinthe parks,whichincludedsecuringshootlocations,
talent,characters,andproducts.Duringthe shoot,Iwas the pointof contact forthe team at each
location.Inorderto encourage continuedpartnershipsandefficientlyutilize ourresources,Iensured
that the shootsdidnot go overthe allottedtime.Afterthe shootwasdone,Iselectedimagestouse in
specificlocationsonthe DisneyFloral andGiftswebsite.Iwrote copyto accompanythese images,
compellinguserstoclickon the images tolearnmore.
DisneyFloral and GiftsWebImage Shoot
I manageda two-day photoshootat Disney’sBoardwalkInnwhere we shotavarietyof marketing
imageswithtalent. Here are examplesof those images:
CustomGift Builder – Baskets& Containers
CustomGift Builder – Snacks& Treats
CustomGift Builder – Disney Characters

10. Restaurant Dine Story Card Shoot
Thiswas a revenue generatingtacticintroducinggiftdelivery tospecificDisneyrestaurantlocations.I
managedshootsinsix differentrestaurants duringatwoweekperiod.Inadditiontobeingfeaturedon
the DisneyFloral andGifts website,these imageswere includedonthe WaltDisneyWorldwebsiteon
each restaurantpage.Here are examplesof those images:
Cinderella’sRoyalTable
Chef Mickey’s
Be Our Guest