The document provides details of several branding and marketing campaigns developed by Rodrick Pauley for various clients. It describes challenges faced by each client and solutions in the form of integrated branding and marketing campaigns. The campaigns leveraged experiential marketing, events, mobile marketing tours and signature advertising to drive brand awareness, shift consumer preferences and increase sales. The results sections outline metrics like increased attendance, media impressions, sales lifts and improved brand perceptions that demonstrated the success of each campaign.

1. RODRICK PAULEY

2. Storytelling.
Creating compelling stories that evoke emotion
and inspire action.
TELLING They are told in many ways, but no matter how
YOUR
we express them, they should always represent
the realization of brand and culture. They should
bring to life strategy and provide the pathway to
achieving organizational goals and objectives.
STORY This book will give you a glimpse into my story
and how I’ve helped others to tell theirs.
RODRICK PAULEY
240 Liberty Street #1207
Columbus, OH 43215
614.849.8617
rodrickpauley@yahoo.com

3. BIG
TELL IT WITH A
SHOW
They may forget what you say,
they may forget what you do…
but they will never forget the
way you made them feel.
The Longaberger Company National Sales Convention

4. THE CHALLENGE
The Longaberger Company National Sales Convention
Sales are declining. Morale is low. A new compensation structure meant to spread the wealth has
alienated top performers and your “Made in America” story is being diluted by a global outsourcing
initiative. Bottom line: you’re in trouble. In the face of these major setbacks, how do you excite, educate
and inspire your sales field?
THE SOLUTION
Reinvent The Longaberger Company National Sales Convention to create a grassroots movement of pride and
loyal brand ambassadors. To take the convention from a standard corporate sales training to a “can’t
miss” experience, an event identity based on the “Made in America” story was created and served
as the guiding principle for all event elements. Attendees were treated to a more streamlined event
with less wait time in a new theatrical evening format and numerous activities all designed to honor
and inspire associates.
THE RESULTS
Post-event survey results revealed significant improvements in all key areas. More than 90 percent of
attendants said they would plan to attend again the following year and 98 percent would encourage
other sales associates to attend. In addition to excellent associate satisfaction results, the convention
proved to be a valuable sales tool as use of The Company Store increased by 67 percent.
But what does an incredible event mean for the bottom line? Everything. Sales rose by more than
20 percent in the month following the convention.
200,000 Online Increase
up 78% in sales
registration
square feet to end consumers
of hands-on
educational experience by 20%
RODRICK PAULEY
240 Liberty Street #1207
Columbus, OH 43215
614.849.8617
rodrickpauley@yahoo.com

5. TELL IT
WITH
A CAMPAIGN
If life deals you a vanilla market,
it’s time to make a shake up.
And don’t forget the cherry on top.
Grant Medical Center Signature Advertising Campaign

6. THE CHALLENGE
Grant Medical Center Signature Advertising Campaign
Location, location, location. Grant Medical Center’s world-class, nationally renowned Trauma Unit is
the only level one center in Columbus, Ohio. In fact, it’s where they would take the President of the
United States if he was badly injured in the region. But patients don’t even want to go there for a
knee replacement. How can you overcome location and experience barriers to change the perception of an
urban hospital from the knife and gun club to a place where families want to go for healthcare? You
can’t be shy. You need a bold statement. You need cinematic images and an emotional battle cry
to rally your audience.
THE SOLUTION
Create a comprehensive identity building campaign that addresses the challenges directly and breaks through
the market clutter. Based on empirical research, the creative and brand platform developed included
a comprehensive campaign that addressed the four main barriers to use: location, experience,
image and physician referral. Using large double truck print advertisements and heavy outdoor,
radio and TV advertisements, the campaign needed to shift overall consumer preference from 6 to 8
percent over the course of a year.
THE RESULTS
The “Not Just Good. We’re Grant” campaign exceeded expectations by shifting overall preference from
6 to 16 percent in just 6 months in the market. In addition, consumers who saw the campaign thought
more highly of the hospital, its services and physicians; physicians were more inclined to refer
patients to the hospital; and patients were more likely to request Grant as their hospital of choice.
Finally, results showed that the advertisements broke through the market clutter and consumers
recalled key themes from the campaign.
Shift in Physicians key themes
overall preference
Consumers recalled
from 6% to 16% were more likely from the campaign
in 6 months to refer patients
RODRICK PAULEY
240 Liberty Street #1207
Columbus, OH 43215
614.849.8617
rodrickpauley@yahoo.com

7. TELL IT
ACROSS
THE COUNTRY
I’ve got the station wagon,
mom has the costume trunk…
let’s get this show on the road!
Universal Studios Hollywood Stunt School

8. THE CHALLENGE
Universal Studios Hollywood Stunt School
How do you drive attendance to your theme park with a conservative budget and no media buy? How can you
keep your most popular attractions at the top of consumers’ minds and tease upcoming promotions
and attractions at the same time? It has to be grassroots, high impact and low cost. It has to create
the opportunity for media coverage that captures the imagination of the audience.
THE SOLUTION
Create a 6-week, 12-city regional mobile marketing tour that leverages live talent as a “hook” to provide a
unique opportunity to involve local and regional TV and radio personalities. The Universal Stunt School
Truck Tour was a 53-foot custom convertible truck that contained a full sound effects studio, a green
screen stage, two 35-foot tall high fall truss towers, a slide for life, and a 300-square-foot LED video
wall. A public experience and an interactive school show in targeted downtown locations were run to
maximize exposure during the tour.
THE RESULTS
The tour was the most successful mobile marketing campaign Universal Studios Hollywood had produced to
date driving a 12 percent increase in summer theme park attendance. It earned 6.5 hours of unique
television coverage and more than 4.5 million media impressions, attracted 15,000 attendees and
came in $66,000 under budget.
under
$66,000
4,798,000 12% increase
budget
in summer theme
media impressions park attendance
RODRICK PAULEY
240 Liberty Street #1207
Columbus, OH 43215
614.849.8617
rodrickpauley@yahoo.com

9. TELL IT TOA
NEW
AUDIENCE
Building it and waiting for them to
come. That is so 1989. How about
taking the dream to the field?
The Longaberger Company Tournament of Roses Parade Float

10. THE CHALLENGE
The Longaberger Company Tournament of Roses Parade Float
You have just developed a new line of products to appeal to a new and hipper audience but your primary
market is saturated. 70 percent of your product sales and sales field associates are in a tri-state area
in the Midwest. You need to share the Longaberger story and the home business opportunity with
a national audience without spending a fortune in advertising, excite current associates about your
venture into a new market and do it all with a big splash.
THE SOLUTION
With a national viewership of more than 54 million, 1 million total attendees and its hand-crafted
tradition, The Tournament of Roses Parade was the perfect vehicle to introduce The Longaberger
Company to a national audience. Because sales field associates were the number one way to reach
customers and potential new associates, The Let Me Call You Sweetheart™ Rose Parade float and
At Longaberger, we’ve had a passion for parades ever
since our founder Dave Longaberger asked our craftsmen
Like the Rose Parade, it’s steeped in tradition but timeless in
®
its execution. Best of all, it’s handmade to last a lifetime—just like the
campaign were designed to provide participation opportunities to all associates and give them ownership
Dave Longaberger with the
“world’s largest basket” float.
and women to weave the world’s largest basket for our
hometown parade in 1980. That was a big deal, but to have
a float in the Rose Parade is a dream come true. To commemorate the
®
memories you’ll create at this extraordinary event.
Handcrafted baskets like this are available through
an Independent Longaberger Sales Consultant.
of the new venture. The company-wide experiential campaign included a sales contest to select
occasion, we’ve crafted the 2004 Let Me Call You Sweetheart™ Basket. Call to order your memories today!
order your memories today!
2004 Let Me Call You Sweetheart Basket & accessories
12 float riders, while top sales performers were invited to make up the 500-person decorating team.
Available January 1-31, 2004
C a l l 1 . 8 0 0 . 9 6 6 . 0 3 74 t o f i n d y o u r I n d e p e n d e n t L o n g a b e r g e r C o n s u l t a n t o r v i s i t w w w. l o n g a b e r g e r. c o m .
THE RESULTS
The Longaberger Company’s Tournament of Roses Parade float was the winner of the 2004 President’s
Trophy—an honor rarely bestowed upon a first year participant. The company’s participation in the
parade became a unique sales driver, providing sales associates with an opportunity to reach
out to a new audience and a national event to share with current customers. To celebrate the
company’s participation in the parade, a limited edition basket was created. This was the first
participant product developed specifically in recognition of the event in parade history. In addition,
a micro Web site dedicated to the event received 220,000 hits.
Post parade
Winner of 2004
President’s 220,000
Web hits
Trophy
event with 70,000
Attendees Micro Web site
with more than
RODRICK PAULEY
240 Liberty Street #1207
Columbus, OH 43215
614.849.8617
rodrickpauley@yahoo.com

11. TELLNEW
A WHOLE
IT
WAY
How do you turn up the volume?
Make sure everyone is reading
from the same storybook.
OhioHealth Human Resources Internal Branding and Culture Development

12. THE CHALLENGE
OhioHealth Human Resources Internal Branding and Culture Development
For most companies, being named as one of FORTUNE magazine’s “100 Best Companies to Work
For” would be an accomplishment to hang their hats on. For OhioHealth, it put them in a new league
of excellence and created a challenge to uphold their position and prove the ranking wasn’t a fluke.
THE SOLUTION
In a system as large as OhioHealth, unity and consistency are constant challenges. To elevate
the associate experience, an overarching synergistic platform with master and sub-brands for all human
resources initiatives was developed. Associate celebrations that previously were not connected to one
another were unified under one umbrella that allowed for consistent and connective messaging and
event development. In addition, the HR People and OhioHealthy brands were developed to create
unity among the human resources department’s numerous undertakings.
THE RESULTS
With consistent brands and unified templates from which to develop new initiatives, the platform
myREWARDS
OhioHealthy Menu: allowed for successful delivery of messaging and cost savings related to event and collateral
Cover material development. Ultimately, the platform proved to be an essential undertaking in further developing
OhioHealth’s culture and associate satisfaction. After the platform’s implementation, OhioHealth was
2009 TOTAL REWARDS GUIDEBOOK
Menu cover concept borrows ele- ranked again on the “100 Best Companies to Work For” list – ranking 18th, a marked improvement
ments from the brand presenta-
over their initial 52nd ranking.
tion for OhioHealthy and marries
them with the overall brand for HR
that is currently being developed.
This is the first place we see the
Collateral, creative Increase in
Event expense associate
silhouettes of our “Healthy” peo-
and production
savings
ple, but they appear throughout as
inspiration, without age, gender
costs reduced brand awareness
by 10%
or other divisive issues distracting
from the goal. Colors are pulled and utilization of programs
directly from the brand promotion of 20% and services by 30%
and remain within the OhioHealth
brand. Dot pattern is throughout
as a unifying element.
RODRICK PAULEY
240 Liberty Street #1207
BENEFITS FOR RESIDENTS, Columbus, OH 43215
FELLOWS AND INTERNS
614.849.8617
rodrickpauley@yahoo.com

13. KEEP TELLING
YOUR
STORY
OhioHealth Easton Town Center “Wallscape”

14. SELECTED
CLIENTS
The Longaberger Company
The Walt Disney Company
Cardinal Health
Procter and Gamble
OhioHealth
Universal Studios Hollywood
City of Dublin
Big Yellow Box by Crayola
Jones New York
Viacom/National Amusements, Inc.
RODRICK PAULEY
240 Liberty Street #1207
Columbus, OH 43215
614.849.8617
rodrickpauley@yahoo.com