Photo credit: Samantha Young
It has been quite a week with a tour of Lockheed Martin’s facility, an interview with the CEO of Mercedes, and a video shoot at King’s Hawaiian.
Above is a video interview with John Linehan, EVP of King’s Hawaiian – great guy and very knowledgable about food processing and business strategy. Note the two camera angles. Generally I like to have someone else ask my questions, so that I can listen carefully and correct or redo as needed. Should wrap up the finished product in a couple of weeks.
Growing the life science industry in Georgia has been one of the economic development endeavors I have been working on in recent time. After extensive research and planning, a multi-channel marketing campaign was launched that targets very specific sectors within the life science industry:
- Cold Chain
- Fill Finish
- Hematology and Immunology
- Medical Devices
The usual suspects of digital marketing, print advertising, events and tradeshows and public relations were employed to generate new leads.
I also utilized social media in the form of a Health IQ quiz that was designed to be fun, informative and interactive. It generated some great results and figured it was worth submitting for the International Economic Development Awards. I am pleased to say that the campaign was awarded Gold in the category of New Media in a population greater than 500,000.
You can learn more about the life science campaign by visiting Georgia.org/LifeSciences.
Small Business Animation Video from Robert Payne on Vimeo.
Another video under my belt. This time it is an animated video featuring two small business owners who need a little help.
Recently launched two new web projects in recent weeks.
When I came into economic development for the state of Georgia, one of the first projects I worked on was in conjunction with Harris Interactive. We surveyed a number of companies and site consultants to determine what the primary factors were for relocating or expanding a company. A number of outputs helped inform some crucial changes to our web initiatives, but it also allowed me to take a step back and look at how we publish news. It became clear that it was disparate.
Commerce was in one web property while Tourism or Film were siloed in their own web properties. It did not provide a holistic view of all that was happening in the state whether from a manufacturing or say a lifestyle perspective. In addition, I have also always been a fan of the saying, no single mode of communication is 100% effective.
Therefore, I sought about creating a new newsroom that integrated all departments and content types under one roof. I hope to build in further business logic, but for now the tag based architecture of the site along with utilization of xml bring a better experience to all that is happening.
International Lead Generation
It is one thing to translate web copy into different international languages, but it is another to recognize the IP address a of website visitor and then customize the on-site experience. That is exactly was Get Smart Content allows for when an international visitor, for example, comes to our site. You may ask, well, what if a Japanese person enters the website while they are in the United States? Good question. That is what the language flags are for on the homepage.
I hope to keep building out this solution, but for now I have 11 international pages that use Get Smart and integrate with Salesforce.com.
Cool stuff coming that uses ESRI and ArcGIS. Just have to keep drinking my Google juice.
In the past 2 years I have produced dozens of videos dealing with aerospace, agribusiness, manufacturing, life sciences and international trade. Some have even won video awards. But it has been a real pleasure working on this one for Georgia’s film industry. Tax incentives can be a hot topic, but in my opinion this one so clearly demonstrates the positive impact they can provide.
Film Industry Video from Robert Payne on Vimeo.
A few takeaways:
The crew at Devious Maids were very accommodating and helped to capture much of the b-roll. The part with Brigid Capelletti was not planned, but while she was handling lighting we struck up a conversation. Beneath the Carhartts and big knife on her side she proved to be an articulate and intelligent woman. I asked her if she would mind speaking on camera. She agreed but needed to check with her boss. Her boss admitted her to the makeup truck and she came back looking like a completely different person.
The Lifecycle Center is an amazing example of recycling. Now I know where to go to get Italian slate, wooden blinds, door knobs, mantels and much more for cheap prices.
John Raulet probably knows the location of more abandoned warehouses in Southwest Atlanta than anyone else. What he has done with one is what entrepreneurship is all about.
I’ve always thought of Atlantic Station as a shopping center. Now I know there are dozens of talented illustrators and animators creating fictitious characters just above the street.
After the interview at Cofer Brothers I’ll never look at a small Georgia town in the same light again – there is always so much more than meets the eye.
Recently attended the grand opening of the new Mando facility in Hogansville, Georgia. The run of show started with paying respect to several Korean War veterans, and led all the way up to the raising of flags and cutting the ribbon. I was fortunate to get a tour of the foundry and casting facility. There is something about the melting of metal that gets at the root of human ingenuity and progress. I am continuously fascinated by the sheer amount of products that are manufactured in the southeast, and the innovation and technology that helps get it done.
This is a way of combining responsive design with an interactive quiz and a robust SEM and social media strategy to drive qualified traffic to your tradeshow booth.
It took a lot of effort coming up with the strategy – finding the budget – soliciting partners and sponsors – establishing terms and conditions – and marketing it via paid and organic social media as well as SEM. Results were strong and ultimately two winners were selected.
Each year Georgia attends the world’s largest health IT gathering: the Health Information Management Systems Society (HIMSS) conference. The Hospital Management Systems Society (that later became HIMSS) was in fact founded in Georgia. Today, HIMSS is an organization made up of healthcare providers and technology suppliers (vendors) with chapters across the nation.
This year we wanted to create a fun and interactive means of educating tradeshow attendees about the life science assets that Georgia has to offer. The idea for a Health IQ quiz was born. Participants were able to take the quiz on any desktop or mobile device of their preference, as well as share scores on their favorite social media channels. Winners had the potential to win a getaway to Savannah, Georgia or a year’s supply of Coca-Cola products.
All submissions and anyone using the custom hashtag #GAValueChain were displayed on a large flat screen as a live social media stream.
While the tradeshow and contest are over, you may still enjoy testing your health IQ knowledge. Have you been eating your Georgia Peaches? Give it a try here – Georgia.org/HealthIQ
If you have ever worked on a year in review or annual report then you know what it takes to encapsulate many months and multiple departments in a digestible format that is both creative and informative. It is no small task, and you more than likely took to Google in search of “award-winning annual reports” for creative inspiration.
After developing a strategy, outline and gathering all of the images and information needed to craft a completed piece, you’ll be left with one more challenge – the cover messaging and design.
In the case of economic development, or in a for-profit organization, it takes a community of people to accomplish something of substance. This year I took that concept a bit further by incorporating an abstract pie chart with “You” comprising the largest share. This extends to businesses that grow the economy – partner organizations that help businesses relocate or expand in Georgia – and tax payers, employees and those that are just now considering Georgia as their next destination.
We are all Partners in Progress, right? Click the Year in Review covers above to learn more.
Having been on both the submission and judging side of marketing, advertising and public relations Request for Proposals – or RFPs – I have a little insight into winning the business.
A considerable amount of time, billable hours and money go into these submissions, and they are very competitive. It is imperative that you get it right.
But so many people get it wrong. I am consistently amazed when large, globally recognized, award-winning agencies fumble some basic fundamentals.
You want to win, right?
Here are a few tips:
- Never let a junior employee complete an RFP on your behalf. It does a disservice to your brand, and it is a complete waste of time.
- Before you begin the submission look very carefully at how the points are allocated. You will quickly ascertain what is most important.
- Read the question carefully and make sure your answer specifically addresses what is being asked. Put yourself in the position of the judge who is reviewing countless other submissions. Did you get all the points that you could, or did you give some up by being vague or not following directions?
- Be very specific. Do not answer a question with, we specialize in brand activation and storytelling. Instead, give me an example of how you elevated a client’s brand with a unique strategy that produced quantifiable results.
- Make it very easy for the judge to find your supporting materials.
- Be aware that your competitors are going to do whatever it takes to win. For example, don’t just mention doing a radio spot or video as one strategy. Actually put one together.
- Do your research and then show it.
- Bring a senior representative with you to the oral presentation.
- Stand up when you present.
- Leave the judges with your complete presentation.
And one bonus since we should always turn it up to 11. Be exceptionally strategic and creative. If you are not prepared to kick ass then pass.
Today was an exciting day at the Georgia State Capitol where we announced that Georgia has been named No. 1 state in U.S. for business by Site Selection magazine. Governor Deal along with senior executives from Home Depot, UPS and Gulfstream were there to kick it off and lay out the reasons why the state is well positioned. Commonalities across speakers were workforce, logistics and infrastructure. Read the article here.