All posts by Robert Payne

Multichannel marketing and communications professional with a proven ability to deliver award-winning campaigns that inspire action from difficult to reach and discerning audiences. • I’ve exceeded benchmarks time and again across programmatic and social media buys. • Empowered sales teams with tightly integrated lead funnels and lifecycle management solutions leveraging Salesforce.com. • Know how to craft a compelling narrative and have won over a dozen video production awards in the past 5 years. • Served on both the interactive agency and client side, and I am a highly capable sparring partner for any marketing professional whether B2B or B2C. Most recently, I helped the Georgia Department of Economic Development attract new business both domestically and in 12 strategic markets around the globe. In the 7 years I ran Georgia’s global marketing efforts, we were selected as the #1 State for Business by Site Selection magazine, and its database of site consultants, for an unprecedented 7 years in a row. Jobs and investment grew steadily YOY due to a healthy pipeline of prospects. In addition, the Department’s commitment to marketing over that same period of time grew more than 300% because the ROI was clear and measurable. I also managed a team of 5 and 4 agency relationships for interactive, pr, traditional and video production. My online marketing career started with the direction of email marketing and web campaigns for Mandalay Resort Group, resulting in several awards for creative execution and exceptional return on investment. This caught the attention of the interactive marketing company, Twelve Horses where I directed their corporate marketing, advertising, and public relations efforts, as well as provided strategic consulting for travel/tourism clients such as Park City, Heavenly Mountain Resort, and America’s Adventure Place. Leveraging my experience with media and multi-channel marketing technology, I went on to lead the marketing and branding initiatives for SAXOTECH (now NEWSCYCLE), a global provider of content management platforms, circulation systems and advertising solutions for the media industry. I’ve worked in sales, marketing, advertising and public relations for a variety of other companies, including Switchback PR & Marketing, Stoel Rives LLP, Preferred Capital Corporation and Patagonia. I have an MBA with a specialization in Marketing and a BA from Clemson University. Side hustle: My photography has appeared in countless ads, brochures, and marketing campaigns.

Connect

My goal is always to practice what I call “real marketing.” In other words, leveraging the perspectives of your end customers or stakeholders to tell future prospects why their lives will be better using you, your products and/or solutions. Therefore, I have invested considerable dollars and time in to pursuing thought leadership in videos, case studies, articles, whitepapers, profiles, etc.

Most of the videos I produce are from the perspective of real executives speaking to the facts. But in the case of this most recent video, which highlights the strengths of Georgia’s cybersecurity, fintech, health IT and general information technology sectors, I needed to take a more commercial approach. Why? Well, part of the reason is due to how fast technology companies change. The other is because cyber and fintech companies are reluctant to share too much information. I wanted this video to be as evergreen as possible.

So instead I leveraged my 15+ years of experience in software development and interactive marketing to convey these strengths with real statistics, a tight script, and some visually stunning graphics. Much of the imagery runs contrary to one another in the natural world, and yet, they metaphorically relate in this context. The bonus is that it works really well on a really big flat screen at tradeshows even with no sound.

I call this one Connect. Check it out:

Korean Investment Video

This is the 3rd in a series of foreign investment videos I have produced for the state of Georgia. I would have preferred to conduct actual interviews in Korean with the executives, but I was not able to get any of them to do so. Obviously a cultural nuance. They only want to be perceived as working, and speaking on behalf of the company is very uncomfortable. Therefore, I went the script route with a professional narrator.

As always, I thoroughly enjoy getting inside these companies and see how they function. My other favorites were shooting at a very popular Korean BBQ restaurant in Atlanta called, Breakers. In addition, we had a Saturday shoot at the Korean International School where over 400 students practice their Korean almost every week. The same day we visited the Korean Fest where we captured wrestling, dancing, drumming, and my favorite – I was able to get a calligrapher on camera drawing out, “Welcome to Georgia” in Korean.

Nicaragua

I recently returned to Nicaragua to welcome 2018 and take advantage of the world-class waves, constant offshore winds, and diverse landscape and culture. Again, I was not disappointed. I would keep my mouth shut it if it were not for the fact that Nicaragua is now regularly featured on travel sites like the New York Times. Gringos are not the only ones carving it in to the next Costa Rica. Nicaraguan investors know what kind of assets they have at their disposal.

Nicaragua has in fact been exploited since the Spanish arrived in 1522. The usual pillaging and plundering, along with the circulation of small pox, did a number on the Chorotega. Nevertheless, the contributions of the Spanish are still appreciated today. Granada is a charming colonial city reflecting the Spanish-Moorish architecture of the time. They also constructed the San Pablo Fort to protect Granada from pirates in 1789, and it can still be visited via boat.

Later on in the 1800s a dubious character from Nashville, Tennessee by the name of William Walker did significant damage on his filibustering campaigns in Central America. Not only did he burn Granada to the ground, but he also poisoned the wells with dead bodies that spread Cholera and killed some 10,000 Nicaraguans and Costa Ricans. Walker eventually paid for his actions when he found himself in front of a firing squad in Honduras.

Fortunately, Granada has time and again picked itself up and rebuilt. Before the Panama canal was constructed this was the shortest distance from the Atlantic to the Pacific. Cornelius Vanderbilt would steam up the San Juan River in to Lago de Nicaragua, and then make the short transport over to San Juan del Sur area on the coast of the Pacific. This route pumped money in to Granada and helped it to recover.

A few things you must do in Granada:

  1. Visit the San Francisco Convent to see the statuaries that have been excavated from Zapatera and Ometepe. A couple of these guys are in the Smithsonian, but you can see 30 of them all together in the same room. Each one represents the leader of the time, so they all have their own personalities. This is a highly informative account of their origins.
  2. Check out Mi Museo where there are many artifacts from Pre-Columbian times. It also helped me to understand where the Chorotega came from and when.
  3. Take a boat tour out to Las Isletas. These islands are a result of a massive explosion from Mombacho. Lots of wildlife, and you get to see the San Pablo Fort.
  4. Visit Volcan Masaya at night to see lava pouring from the crater. You definitely want to get there early to avoid waiting in line, but it is worth it.
  5. Tour the coffee plantation on Mombacho and then hike out to the stunning views of Granada and Lago de Nicaragua.
  6. If you still have time then head over to Pueblo Blancos to see local artisans at work. You will save yourself some money, for the shops around Granada certainly mark their prices up.

There are a couple of reasons why Nicaragua is safer than say El Salvador, Colombia, or Honduras. After the Nicaraguan Revolution, the country created a democratic police state in that each community would have at least one dedicated police officer that everyone knew. A bad apple arises, and they deal with the issue quickly. Second, drugs from Colombia and elsewhere go up the Caribbean side, so there are no cartels in the Pacific region.

Still, I wouldn’t drive at night. But during the day I generally went wherever I wanted. In the dry season you can get a way with a 2-wheel drive vehicle. But if the price is not much different then go with 4-wheel. I did end up using it along the coast to drive a section of road that terminated on beach front. It also gave me more confidence on dirt roads with potholes and stream crossings. In short, you are not limited and instead prepared for anything.

I’d tell you more about the surf breaks, but I just can’t do it. You’ll find it somewhere else. 😉

But I will tell you that I look forward to returning soon.

“Alexa, Does Scrooge Love Atlanta?”

This is a project I worked on in conjunction with Dad’s Garage to bring a little fun and light to the competitive nature of economic development. The whole nation is competing for 50,000 jobs and the economic injection that come with Amazon’s second headquarters.

On the surface it would seem to be a relatively fun project to work on, and it was, but it was also fraught with ways to go terribly wrong. Any time you are taking jabs at your own city and state with good old sarcasm, it has the potential to go either way.

Certainly tested it on a variety of demographics and ethnicities before releasing. Fortunately, it was well-received.

The key was the redemption at the end that came from the dream sequence, and a little inspiration from Quentin Tarantino.

The launch was set to coincide with Christmas Eve, the same timeframe the original Scrooge goes through his transformation, and was coupled with a targeted Facebook spend both in the Seattle, Washington area as well as Metro Atlanta.

Happy Holidays!

Gold Telly Award for Southern Charm

My most recent video production is the culmination of many other supporting video projects that have taken me across the state of Georgia, and behind-the-scenes of some incredible companies, over the past 5 years. In essence, I took a limited budget and made it in to a $250k production.

But I could not have done it without the great guys that make up the band, The Quiet Hounds. Their talent and genuine personalities carry the diverse scenes that are tightly edited to inform the next scene, and the next scene, and so on. I feel lucky to have been able to ink a sync agreement with them for this perfect song. I followed them to Athens, Georgia to record the live performance at the Georgia Theatre, and we spent a long night together at a recording studio in Midtown Atlanta. It has been a pleasure getting to know them.

How do you encapsulate an entire state in one video and do it well? That was indeed part of the challenge. I knew it could not be everything to everyone. Sure, there were sacrifices and difficult decisions along the way. But positive emotion is the great equalizer.

The video is now featured on Georgia.org and its affiliated social media properties – at all the Visitor Information Centers across the state – and baggage claim in the Hartsfield-Jackson Atlanta International Airport.

I hope this experience provides you with a taste of the authenticity, beauty, diversity and “southern charm” that I have come to find in Georgia . I feel it. The band feels it. Georgians feel it. I hope you do as well.

Do me a favor. Pop the video full screen and turn up your speakers.

A special thanks to the Quiet Hounds for lending their creativity, time and music to this piece.

“Southern Charm” Lyrics

All the gardenia on the sideway dropping like they want you.
I’m a believer on the highway when they’re playing our tune
driving up slowly though the gravel nothing stopping Sunday
Summer love songing in my longing we can do this our way

Hot city you are mine

Storms on your shoulder and I call it Paradise
Everyone knows this thunder only means bright lights for us

Hot city you are mine
So pretty on my arm

Hot city you are mine
So pretty on my arm
Tell me that you’ll make this rainstorm ours
make it ours
dancing through the black night
Hot city you are mine
Oh say that you are mine
This is where my southern charm will lye

This city home, this home is you, you are my summer love song
how do you do it, how do you make it hum
My heart is warm, my blood is red, this sweat is all I have to make it up to you, make it up to you, love.

Get the Song

Southern Charm

Behind-the-Scenes