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.
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Leveraging Print Ads for Multichannel Marketing

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One of the print buys I manage on a regular basis is Delta Sky. While many of the print publications out there are hard to quantify in comparison to digital tracking and analytics, I do see the value in this buy due to its captivated audience and sheer reach to business travelers. Good old circulation!

Taking a look back at the past 9 months, you can see the approach in terms of using real images and names of companies as opposed to your general ad fluff. It takes more work on my part to source all of the materials and get company approval, but I think it is worth it.

A poster of each ad is created for the reception area to greet visiting companies and dignitaries. In addition, the creative assets are repurposed for earned and paid digital marketing, industry brochures, and annual reports.

This post has been updated to include more examples.

Check them out:

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Advanced Manufacturing Video

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This is my latest video creation.

The advanced manufacturing capabilities of this company, and the infrastructure and logistics they need to move their product, is incredible in size and scope. It was an ideal backdrop for producing a video like this.

Creative
I took more of a documentary approach with subdued music and narration to seem less like a marketing piece. The sponsoring brand only appears at the very end.

Lesson Learned
If you want to use a drone in a facility this size then make sure you test it beforehand or are clear as to whether it will function properly inside an area with a lot of electromagnetic disturbance.

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Platinum Hermes Creative Award

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I am pleased to say I have just won top honors in the annual Hermes Creative Awards for the Georgia is Built for Business video.

An international awards competition, the 2016 Hermes Awards recognize outstanding work of creative professionals involved in the concept, writing and design of traditional and emerging media. The competition has grown to one of the largest of its kind in the world. This year they received over 5,500 entries from the United States, Canada and several other countries.

Only 15 percent of entries received a Platinum Award, which is the highest honor offered in the competition.

This video represents a lot of behind-the-scenes work – 9 versions of the script, countless site visits to places like Lockheed Martin, Mitsubishi Hitachi Power Systems, Global Center for Medical Innovation, and the list goes on.

What do leading brands like Home Depot, Delta, UPS, Gulfstream, Lockheed Martin, JCB, Mitsubishi Hitachi Power Systems and The Coca-Cola Company all have in common? See for yourself…

Musings

Costa Rica 2016

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Quite a few changes to Costa Rica since visiting in 2007.

  • No Americans, French, or Germans to speak of.
  • All the roads are dirt.
  • Good luck finding air conditioning or a mobile phone signal.
  • No one is out surfing.
  • Realtors and developers have all moved on to Nicaragua.

Actually, only the last bullet is partially true.

Despite the changes I have to say it was nice not being so gripped on treacherous roads, although you still have to get your Costa on. I also have a fond memory of turning in to a decent size city for Costa Rica and being presented with a large bloated dead dog being picked apart by 6 or so vultures – now there is culture kids!

Other creature comforts consisted of not dealing with two young boys with chronic stomach cramps – thank you infrastructure and water treatment! Gas stations and grocery stores are prevalent, and more often than not the ATMs have cash.

So there you have it. It was indeed a great couple of weeks. The wildlife and surfing are still stunning, and the people are still charming. And I always thank my lucky stars for not having to be airlifted to a hospital; or more likely being placed in the back of a pickup truck and bounced down through the jungle as I come in and out of consciousness. Winning!

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If you want to see more photos go here – https://www.flickr.com/gp/rpayne/0r341B

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Interactive Holiday Cards

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Coming up with a new holiday card each year can be a challenge. But it is a challenge I enjoy.

When you are spending good money on design and development you need to balance the return on investment with cultural sensitivities around the holidays. In other words, do not sacrifice your brand integrity by disrespecting what the holidays are really about.

It was a lot of work, but this year I collected holiday-centric statistics from well-known brands throughout Georgia and put a logistics spin on it.

2014 – http://www.georgia.org/holiday-card-2014

This year my goal was to make a holiday card that could extend beyond our Department, and be usable and distributable by other state entities and citizens of Georgia.

Looking for other interactive holiday card ideas? Here’s a look back at the past two years of holiday cards I’ve worked on.


>>2012<<


>>2011<<

As you can see, HTML, Video and even old Flash have all played a role. Now responsive design and HTML5 is a significant consideration, so that individuals can view it on any type of device whether mobile, tablet or desktop.

It will be interesting to see what manifests next holiday season.