Patty Nolan's Book Branding, Advertising, Dialogue Marketing & More
1. Patty Nolan’s Book
Branding
Advertising
Dialogue Marketing
Publications
Interactive
Events
Training
Proposals
2. Branding
Detroit Renaissance
– Brand Identity
– Developed with Detroit
creative community
– Promotes Detroit’s
Creative Corridor
– www.detroitmakeithere
.com.
3. Branding
DADA Gala
– VIP event at NAIAS
– Artists, luxury autos
and VIPs
– Sneak preview drew
exclusive crowd
4. Advertising
Long Form TV
– 28-min. program
hosted by Cal Ripken
offering a sneak peek
at the 1999 Silverado
– Included data-capture
and follow-up
– Scored high in GM
DRI testing
5. Advertising
GM Goodwrench
– Print ad — placed in
Winston Cup Scene
every time the
GM Goodwrench
NASCAR team won
– Specific to race track
– Also worked on
national TV and radio
spots
7. Advertising
American Plastics
Council
– Promoting ecological
benefits of stronger,
lighter materials in a
practical application
– Also worked on
national TV spots
(Plastics Make it
Possible)
8. Advertising
GM Performance Parts
– Uses analogy of
winning NHRA drag
heats to emphasize
durability of
Performance Parts
9. Advertising
DOW
– Part of a national
TV/print campaign to
promote goodwill
– Headline reads, “When
the Gulf redfish
population needed
help, we expanded our
home office.”
10. Dialogue Marketing
Silverado
Direct Mail #1
– 2 million truck
owners
– Offer of
collectible
prints
– Promote
“sneak
preview”
– 10% response
rate
11. Publications
Action Track
– Pontiac owner
magazine
– Article on Pontiac-
sponsored College
Comedy Tour —
featuring Jerry Seinfeld
12. Interactive/Digital
Web, email, online
ads, mobile, widgets,
etc.
– Familiar with SEO
metatag parameters
– Current with social
media best practices
13. Interactive/Digital
Detroit Theatre
Examiner
– Currently reviews local
theatre for
examiner.com
– http://www.examiner.c
om/examiner/x-3981-
Detroit-Theater-
Examiner
18. Interactive/Digital – B2B Target
Support for
Dermatologists
– Presence at
convention
supported by
online resource
for doctors and
patients
19. Event – NAIAS Press Reveal
Dodge Aspen
– Created a
snowstorm in
Cobo Hall
– Worked with
NYC “Slava’s
Snowshow”
– Generated great
media coverage
– http://tinyurl.co
m/nf56g9
20. Events – PR Stunt/Reveal
Insignia Press Event
– Created buzz factor
with “crashed” craft
– Hoisted on crane 2
days prior to event
– “Dropped” Insignia in
front of live audience
and driven onto stage
– http://tinyurl.com/me
gy2j
21. Events – PR Stunt
Jeep Operation Altitude
– Dropped Jeep from a
helicopter in front of
live audience
– Event promoted dealer
support for overseas
troops
– Created 6 versions of
script to cover all
possible scenarios
– Footage made ESPN
and other unlikely
spots
22. Events – Consumers
Mobile Launch Center
– Traveling theater with
full-sensory experience
– 10-minute presentation
on the 1999 Silverado
– Traveled to existing
Chevy Truck events
– Doubled as a 21-city
training tour property
23. Events – CES Keynote
Consumer Electronics
Show
– Created Keynote
Address for GM CEO
– First ever live car
reveal during a keynote
– Made use of 50’ screen
with multimedia
presentation
– Unprecedented
coverage in non-auto
media
24. Events – International
Chevrolet Premiere Night
in Paris
– Party for media and
elite guests in historic
Pavillon Dauphine
– Included two drive-on
reveals in restricted
party venue
– Featured top DJ and
professional hip-hop
dancers
25. Events – Public Affairs
DaimlerChrysler Expo
– Event for Washington,
D.C. influencers
– Created an entire town
inside expo center
– Demonstrated product
relevance with every
touch-point
26. Training
Tahoe &
Suburban
– Two city, 2-day
immersion event
– Video series and
Resource Guide
distributed for
in-dealership
sustainment
27. Training - Interactive
Silverado HD
Self-Study
– Part of Duramax
Diesel
Certification
– Supported by
Web-based
testing
28. Proposals
GM Global
ConnecTour
– Concept for expansion
of Disney/GM Test
Track experience
– Featured two
animatronic hosts
– Included provision for
interactive data capture
29. Proposals
Cadillac CTS &
The Monticello
Motor Club
– Developed
proposal on behalf
of client that earned
CTS ‘official car’
status at prestigious
private track
30. White Papers
Fear Marketing to Women
& in the Online
Loathing Hunter-Gatherer
Society
in Financial Services
Using digital anthropology
Interactive Design,
to drive insights that lead to
Financial Websites,
meaningful dialog
and the
between a brand and its
Economic Downturn
women customers.
