ERIC PAYNETHE WORK

“The desire to reach for the stars is ambitious. The desire to reach hearts is wise.”

― Maya Angelou

I want to do the same for you.

I’m a Marketing Communications expert with 15 years of experience working in digital & print.

I’m a storyteller and strategist by nature. I’m naturally inclined to pick things apart in

order to understand the big picture & then tell everyone I know.

I elevate brands in the minds & hearts of their audiences. Iwork with them to combine

compelling content, great creative, great people & the

appropriate tech — into a harmonious mix of

data-driven content.

Public Relations/Crisis Management

Client Management

Video Direction & Editing

Copywriting

Brand & Segment Marketing

Con

tent

Cre

atio

n

Social Media StrategyContent Marketing Strategy

Digital Strategy

Public Speaking

Influencer Marketing/Relations

Earned, Owned & Paid Media

Pitching/Presentations

Budget Management

Blogging

SEO

Analytics

CRMMS Office Suite

Prezi

Adobe Photoshop & Lightroom

Digital Photography

WHAT I DO

BRANDS I’VE TOUCHED

MONSIEUR: REFOCUSED

The Challenge: To breathe new life and refocus Monsieur’s brand identity, web presence and social media content.

The Fix: Determined a new tone of voice, recommended new marketing campaigns as well as new web and social content and created personas to help identify their customers’ true pain points. Materials produced: Content Maps, Personas, Content Audit, Content Strategy Deck

UNIT3C: INSTAGRAM’ED

The Challenge: To create an online sales tool for an internal content marketing department that effectively showcased both its capabilities and story. This had to be completed within 30 days.

The Fix: Given the time constraint, I needed to produce something that didn’t require coding and the contributions of multiple departments. Employing the “Instragram on its side” model and using an iPhone6, Photoshop and existing video content, I created the wireframe and annotations for all video placements for a seamless, scroll-through story created by UNIT3C, allowing users to follow their creative process, from start to finish.

SXSW: #REMOXDThe What & The Why: Challenging current, longstanding notions of diversity’s impact on creativity, I created the hashtag #remoxd (Moxie remixed) shared it with the EVP of Creative, a middle-aged caucasian woman and mother of three. The two of us converged on the 2015 SXSW Interactive Conference using, Twitter, Instagram, blog posts and podcasts as content drivers for our perspectives and insights on our individual experiences. The goal was to capture our differences, while citing our similarities, as “minorities” attending the event.

The Outcome: The #reomoxd hashtag generated 500K impressions across the above-detailed social media channels during the SXSW Interactive Conference.

MOXIE SEO, VOICE & TONEThe Challenge: Increase Moxie’s online presence as an expert in the field of marketing and the go-to agency in the Southeast.

The Fix: I quickly identified that Moxie showcased minimal thought leadership online or via social media. It spent more time talking about and celebrating itself to itself rather than showcasing how it understood and solved problems to an audience of potential clients. First, I identified agency thought leaders and collaborated with Marketing to convince them to begin blogging. Second, to tell a better story, Moxie had to showcase its greatest asset: it’s people. I launched three, ongoing short-form video content series to accomplish this goal. Finally, I analyzed the agency’s use of social media as a place to promote what it knows and what it does. I significantly bolstered Moxie’s presence on the web and on LinkedIn, specifically, as a repository of agency thought-leadership. The company following increased by 30% over a 7-month period. Facebook and Twitter experienced equally proportional leaps.

MOXIE 2015 TRENDS REPORTThe Challenge: To create a compelling, timely and on-time agency trends report that conveyed department and agency thought leadership. It also needed to be scaleable as a tool to acquire new business and increase existing work.

The Fix: Futurists tend to spend a lot of time tethered to what might happen next, rather than exploring how the future of yesterday has created our forward-thinking, tech-driven present. I led Moxie’s Future Experiences team’s brainstorming effort to make the “future” palatable and digestible by the everyday citizen. I interfaced our Creative, Tech and Social teams to create a beautiful, responsive experience that was shareable across social media and downloadable as an email-gated “white-paper”.

UNISOURCE WORLDWIDEThe Challenge: To transition to digital the employee and external communications of a traditional B2B logistics, paper, packaging and supply chain solutions company.

The Fix: I became the digital evangelist for this company whose initial idea of digital was owning a Facebook and Twitter account. I produced a content marketing strategy and sold it through to the executive staff and convinced them to regularly submit thought leadership articles via the company blog, which I renamed Unisource Unplugged and served as its editor. I also repurposed the company’s social channels and built out the social listening dashboards in order to determine the appropriate content for the appropriate channels. Working with the company’s AOR I participated in the rebranding and redesign of the corporate website. This all came together to reposition Unisource Worldwide as a robust thought leader across all its verticals. Their blog and social media became thriving storytelling tools that were highly shared and successfully generated organic SEO and tangible sales leads.

COCA-COLA JOURNEY

The Challenge: The corporate web experience for Coca-Cola. The first of its kind, it was planned to be story-centric versus press-release driven. It was designed to be story-centric. This would require staff to become journalists and social media aficionados.

The Fix: I helped construct the preliminary social and storytelling/blogging strategies for the site. I also created social media guidelines, and a photography how-to guide for employee use. Today, Coca-Cola Journey is repeatedly cited as a standard for “brand as publisher.”

BLOGGING & WHITE PAPERSI began blogging before the prefix, “web” was dropped from the word. My guiding principle is simple: First, I strive to be a full-time student of my audiences, then I communicate in a voice and tone that allows me to authentically tell them my stories.

I’ve been named a Top 50 dad blogger 2 years in a row by Babble Media and a Top 50 dad blogger by Cision Media. My LinkedIn Blogs, white papers and Prezis have been viewed more than 8,000 times*.

*This number doesn’t account for email campaign views and downloads.

CRMI've generated an average Open Rate of 19% and average Click Through Rate of 3.41% for the email campaigns I’ve launched. Timing is everything and great content, enticing, SEO friendly links and a greater subject line is even more.

Open Rate (%)Click Through Rate (%)

PHOTOS & EDITING

Dropped a square portrait into Photoshop, cropped the image to increase intimacy between subject & viewer & cloned the backdrop to create a landscape image for use in this portfolio.

Used Canon 7D to photograph in natural light at dusk. Used Lightroom to crop, remove blemishes and color correct.

Product photography for eBay using a Canon Rebel XT. Staged product, cropped and color corrected to create the “Magazine Effect.”

I’ve been taking pictures for as long as I can remember, and that’s a looong time. From the wind up cameras of yesteryear, to the Point & Shoots of the last decade, to my current favorite, the Canon 7D — I use photography, Photoshop & Lightroom to tell the stories of both people & products.

SPEAKING/MEDIA2015 Parkside Elementary Career DayMOSIAC Presentation at MoxieFutureX Roadshow2014 UGA Marketing BootcampSouthWiRED Social Media Marketing/AABJDMM News: Content Marketing2013 Digital AtlantaType-A Parent ConferenceHeadline News2012 Blogalicious ConferenceNiche Mommy ConferenceHeadline NewsKISS FM

Eric Paynelinkedin.com/in/elpayne

epayne971@hotmail.com

CONTACT ME

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NOW, SOME FUN STUFF

Thank you.