Paul Long: Communication Design

TOYOTA MOTOR COMPANY

Target

Create excitement among the target audiences for Sienna Minivan (Toyota's first minivan introduced to US market) in touring auto show exhibits in major cities.

Scope

Paul Long Productions on contract through George P. Johnson Company (auto show exhibit company) as the direct client (operated within their business, budget, scheduling, logistics and quality specifications). Challenged to acquire significant exposure and convey emotion, feature benefits and spirit of brand.

Media

Produced video animation video modules and live performances - concepts, storyboards, scripts, video production, talent, costume, makeup, choreography, sound, graphics, theatrical direction, project management - for integration into the main theme and message. Showcased vehicle's features through a children's story attaching benefits with animal character actors (performance/lion, safety/zebra, space/elephant). Augmented live exhibit presentation with perpetually running cartoon video/audio to attract audiences and deliver product information intermittent to main event. Simultaneously produced comparable production for Corolla (presentation with wall climbing and integrated video) on opposite side of centerpiece wall (see image above far right).

Impact

Created significant exposure with all customers and attracted large crowds of potential buyers in the target audience (young adults and families with young children). Won numerous national awards Advanced awareness and reputation for Paul Long Productions.

My Talents

I am known for my ability to produce marketing and communication concepts and campaigns that are not only unique, entertaining and compelling; but they always meet or exceed desired results.

FORD MOTOR COMPANY

"Choked Bill Ford up - for the right reasons - two years in a row!" - a top-ranking Ford executive referring to Centennial & "In My Life" modules

Target

Create excitement for upcoming Ford Centennial by producing video modules during major press events in consecutive years. Year one an emotional "foreshadowing video". Year two a brief but comprehensive module highlighting major Ford milestones and innovations.

Scope

Represented Presentation Works Inc. (PWI) as VP and executive producer, producer, creative director, writer, sound designer/music producer and director. As Key Account Manager, served as the frontline point of contact and relationship manager to marketing executives and creative teams at Ford.

Media

Create high-impact videos for presentation at major press events during the North American International Auto Show - in arena venue hosting 4,000+ Ford employees and members of the international media. Year one, conceived and developed the idea of "The Ford Family" - the nuclear Ford family and inclusion of the millions of people who worked for or owned Fords since 1906. Year two, the "Centennial" module presented a high-concept, high-production value and emotional one hundred year timeline interspersed with "chapters" with unique visual styles highlighting specific achievements (e.g. Innovation, Arsenal of Democracy, Racing, etc.) on a 100' by 20' projection screen.

Impact

Year one's "In My Life" brought tears to Bill Ford Jr. as he came out on stage. He insisted on using it for a special event he was putting on the next morning despite the cost of bringing in special projection equipment and screens. Became most requested duplicated video in memory within Ford. The next year's "Centennial" module sparked similar success.

My Talents

Our team knew how to hit the right chords and convey the right significance in an appropriately high-drama, exciting and emotional way. With a core skeleton staff of four, we hit the mark for creativity, cost and time. Event not only showcased my talent for the art and science of communications, but it demonstrated my ability to build and lead a high-performance team.

FORD MOTOR COMPANY

Target

Communicate and market a high-profile enterprise-level Ford initiative - branded "Ford Environmental System," - an internal campaign in concert with corporate initiatives to gain ISO 14001 Certification in all 100+ Ford Motor Company facilities and joint ventures worldwide.

Scope

Served as communication strategist, program designer, creative director, executive producer, co-writer, director (video), project manager and advisor/executive partner. Built and led a team of seven+ creative, production and support personnel. Recommended and acquired approval for assessing small fee from all facilities to cover total campaign costs.

Media

Turnkey multimedia campaign integrating intranet, satellite TV, graphics distribution and print advertising linked with multilingual (11 languages) presentations and training programs. Created and distributed tool kit for location facilitators that included "Owners Manual", "Meeting-in-a-Box" for trainers, and recognition incentives and collaterals (posters, banners, flags, cards, premiums).

Impact

Generated excitement and awareness among the global workforce and influenced buy-in for the initiative from all stakeholders. Ford acquired ISO 14001 environmental certification at 100% of its global facilities ahead of the mandated deadline.

My Talents

As a marketing and communications expert, I bring new ideas and the ability to oversee all aspects of project lifecycles - from concept development through fulfillment and customer acceptance. As a business owner, I am acutely tuned to efficient resource management and cost control as well as the ability to make the program stand out above the "noise". All of these orientations and talents came to bear in the success of this campaign.

TELEVISION NEWS

Target

As a third generation journalist and storyteller, strive to achieve in every story, every newscast a level of excellence in making my reporting compelling and accurate (factually and in perspective). To constantly innovate reporting and storytelling techniques and to evolve and embrace new technologies.

Scope

Reporter, anchor, producer, Chief Political Correspondent, Special Projects Producer and weathercaster. The ability to take on the most seemingly mundane and perfunctory stories and convey their significance, importance and impact. For major and breaking news, provide aggressive and comprehensive coverage that dominates the competition.

Media

Example: for the seemingly mundane assignment, craft a perfunctory "Memorial Day Celebration" story into one that provokes significance and an emotional connection to what the day is really all about. For the major story, as Chief Political Correspondent and Special Projects Producer elevate the level of coverage in terms of comprehensiveness, scope, production value and perspective far above the standard produced before or by the competition.

Impact

Helped elevate the standards for reporting and production value. Mentored up and coming news people. Received viewer recognition and appreciation (especially for efforts such as the Memorial Day piece). Accolades from major network producers and reporters for political coverage.

My Talents

Whether it's a news story, documentary, marketing piece or corporate communication, it's all about telling a story in a compelling and impactful way. It's knowing how best to connect with the audience with all of the tools and techniques available. It's also knowing that technology and production value are enhancements, but never substitutions for simply being able to tell a good story. Learned this growing up in news environment from one of the great innovators of his time (my father).

JAGUAR NORTH AMERICA

"Paul's experience, including his years in broadcast news, brings an added dimension to his work. A dimension that enhances both the production and the content of our events. Working in a collaborative fashion our presentations were sharper and had more impact as a result of his direction." - C.J. O'Donnell, VP of Sales & Marketing, Jaguar

Target

Spark interest, emotion and brand craving for new Jaguar vehicles amongst automotive and lifestyle media.

Scope

Account manager, executive producer, producer and presentation coach for brand- and product-driven auto show press reveals, special events and media drives. Teamed with top-tier executives, staff and client-partners from Jaguar.

Media

Dramatic, brand enhancing business theatre and content delivered within the limited space confines and the unpredictable logistics of various exhibit venues (for instance, transformed the hanger deck of the USS Hornet aircraft carrier into a four-star dining venue, converted 1862 Texas wagon factory into presentation and dinner space).

Impact

Events received outstanding media response and Jaguar executives expressed appreciation for exceeding their expectations for creativity, impact and on-time/on-budget delivery and ease of effort.

My Talents

The obvious caliber of my talents and scope of my capabilities as a seasoned marketing and communications consultant received immediate confidence and trust from Jaguar North America executives - in particular; a key executive who I was able to coach from a "terrible" to "good" presenter. I demonstrated my ability to go beyond innovation and "out think" any challenge/situation. Bottom-line: Do whatever necessary to assure client success.

AMERITECH - SBC

Target

Augment full-scale marketing campaign for rollout of the "Centrex" business phone system with a customer training/support tool.

Scope

Feature-customized videos functional as standalone tools or linked together and marketed as "seamless demonstration video" in conjunction with Ameritech's partner Paramount International product launch, marketing campaign and field sales activities.

Media

Project-managed as producer, writer and director of up-tempo, compelling videos for a litany of "boring and convoluted" product features. Co-wrote educational and entertaining sketches/scripts for each main product feature. Hired Bob Newhart - already famous for his one-way phone conversation routines - as the main character in the series of video vignettes.

Impact

Programs were well-received by Ameritech executives and customers. The videos were prolifically used in corporate- and product-level sales and marketing campaigns. Created the framework and set the tone for marketing and customer support tools for the company's future rollout of DSL.

My Talents

My understanding of brand, product and audience is on the mark, and my ability to conceive and deploy communications and marketing campaigns that are on-target is what has earned me a reputation for excellence. In this situation, "excellence" meant creating a concept and tool for delivering critical customer training/support information (in a comprehensive and interesting format) while fortifying product/company brand and message.