Independent speculative work sample · Not commissioned or approved by AMCI, Porsche, PCNA, or PECATL
2027 Porsche 911 GT3 S/C driving on a winding country road
Integrated campaignIndependent work sample · August 2026

Precision behind
the experience.

A launch system for the next Porsche Heritage Gallery rotation—connecting brand storytelling, content production, guest conversion, and measurable execution.

Explore the campaignSee how it runs
2027 Porsche 911 GT3 S/C on the roadImage: Porsche AG · Source: Porsche Newsroom USA

The opportunity

The gallery rotation is more than a display change. It is a recurring launch platform: one story can create consumer visits, corporate-event interest, press relevance, first-party audience growth, and a reusable content library.

Porsche 944 displayed within a colorful Porsche exhibition interior
Porsche 944 exhibition environmentImage: Porsche AG · Porsche Newsroom
Porsche 959 shown from the rear with its engine compartment open
Porsche 959 engineering detailImage: Porsche AG · Porsche Newsroom
200+rare vehicles featured
6 mo.gallery rotation rhythm
540K+PECATL guests since 2015
13K ft²flexible event space

Published PECATL facts from Porsche Newsroom USA, June 2025.

01 · Campaign architecture

The Next Chapter
at One Porsche Drive

A six-week integrated launch that treats the exhibit as both a cultural story and a measurable demand engine.

B2C · Enthusiasts + visitorsB2B · Planners + partners
T–21 to T–8

Build curiosity without giving away the full gallery story.

  1. 01Macro-detail social series: materials, silhouettes, archive textures
  2. 02Three-frame Stories sequence with countdown and question sticker
  3. 03Website teaser module and first-party interest capture
  4. 04Save-the-date outreach for local media, clubs, and corporate planners
Primary signalSaves, shares, qualified landing-page visits

02 · Channel expressions

One idea.
Multiple entry points.

The creative system preserves one narrative while changing the message, proof, and next step for each audience.

15-second Reel9:16
00:00Black screen.
Ignition.Sound leads visual.
00:03Three macro
details.Fast 12-frame cuts.
00:08Full vehicle
reveal.Motion slows.
00:12“The Next
Chapter.”Date + booking path.

Production cue Capture clean plates, vertical safe zones, natural sound, and edit handles for paid cutdowns.

porschedriving.com/atlanta

PORSCHE HERITAGE GALLERY · ATLANTA

The Next Chapter

Design evolves. Purpose endures.Plan your visit
Landing-page hierarchy
  1. Exhibition promise
  2. Featured stories
  3. Access + booking paths
  4. Consumer / corporate split CTA

LinkedIn · B2B

Give the agenda
a story worth sharing.

The next Heritage Gallery rotation gives corporate groups a new reason to gather at One Porsche Drive—pairing flexible meeting space with an exhibition built around design decisions, engineering progress, and the people who move both forward.

AudienceMeeting planners · partners · media
CTAExplore private and corporate events

03 · Marketing operations

Great creative is
an operating discipline.

A repeatable workflow protects brand quality, speeds approvals, makes rights visible, and preserves every useful derivative.

White Porsche 944 driving on a winding country road
Heritage in motion: Porsche 944Image: Porsche AG · Porsche Newsroom
01Brief

Audience, objective, offer, KPI, mandatories

Marketing coordinator
02Create

Copy, formats, shot list, usage needs

Internal + agency
03Review

Brand, factual, rights, accessibility

PCNA / PEC stakeholders
04Produce

Capture, edit, caption, metadata

Production team
05Approve

Final creative, legal, channel readiness

Named approvers
06Publish

QA, tags, UTM, cadence, moderation

Channel owner
07Learn

Performance readout and next action

Marketing + CRM
08Archive

Rights, masters, derivatives, expiry dates

Asset owner

Gallery rotation operating brief

Protect the vehicle.
Prepare the story.

An illustrative handoff model for the operational work that must happen before launch content can perform.

01Source + contract

Confirm lender or owner, display term, transport, insurance, handling requirements, and image rights.

02Document + prepare

Complete condition records, maintenance needs, exhibit facts, placard copy, and approval ownership.

03Install + launch

Sequence movement, facilities, safety, detailing, photography, stakeholder review, and contingency.

04Maintain + return

Track inspections, issues, rights expirations, return handoff, asset archive, and next-rotation learnings.

Capture brief · minimum viable shot list

01

Hero environmentWide gallery, architectural context, clean visitor-free plate

02

Vehicle truthFront 3/4, rear 3/4, profile, identifying details, placard

03

Human scaleCurator interaction, guest reaction, movement through space

04

Format coverage16:9, 4:5, 1:1, 9:16 with safe areas protected

05

Audio + rightsRoom tone, release status, music scope, talent and vehicle rights

Asset governance

Every file should answer
five questions instantly.

  1. 01What is it?
  2. 02Who approved it?
  3. 03Where may it run?
  4. 04When do rights expire?
  5. 05Which master created it?
PECATL_GALLERY26_REVEAL_REEL_V03_9x16_APPROVED_20260914.mp4

04 · Six-week cadence

A calendar built
around decisions.

Each deliverable has one job, one audience, and one primary measure. Cadence is coordinated—not duplicated—across channels.

WeekStoryPrimary channelFunnel roleDecision signal
W–3Mystery in the detailsIG carousel · StoriesAwarenessSave / share rate
W–2Every icon begins with a questionReel · Landing teaserConsiderationVideo completion
W–1Media + partner previewEmail · PR · LinkedInAdvocacyRSVP / pickup
LaunchThe Next Chapter opensHero film · Web · SocialConversionBooking-intent clicks
W+1One vehicle. One defining detail.Reel · Stories · UGCEngagementQualified engagement
W+2Build an event around the storyLinkedIn · B2B emailLead generationCorporate inquiries

05 · Measurement model

Measure the behavior,
not the applause.

The dashboard separates attention from intent and connects channel activity to reservation and inquiry pathways.

Targets begin with evidence—not invented precision. Establish historical channel baselines, confirm attribution readiness and operating capacity, then set thresholds by audience and funnel stage.

North-star outcomeQualified experience intent

Tour bookings, admission clicks, corporate inquiries, and attributable reservation actions.

AttentionQualified reach

Reach, frequency, and video completion by audience and placement.

Decision · Is the right audience seeing enough of the story?
ConsiderationActive interest

Saves, shares, page depth, repeat visits, and exhibit-content engagement.

Decision · Which story earns continued attention?
IntentPathway action

Plan-a-visit clicks, event-page views, and qualified landing-page behavior.

Decision · Where does interest become friction?
OutcomeAttributed demand

Bookings, corporate inquiries, lead quality, progression, and assisted revenue.

Decision · What should scale, change, or stop?

Weekly decision rhythm

  1. MondayRead

    Prior-week channel and audience signals

  2. TuesdayDiagnose

    Creative, placement, audience, or landing-page friction

  3. WednesdayAct

    Shift spend, refresh hook, clarify CTA, or protect the winner

  4. FridayRecord

    Decision, owner, expected effect, and next review

Illustrative scenario budget

Working total$18,500
Photo + video production$7,500
Paid social support$6,000
Media + creator preview$2,500
Print + on-site collateral$1,500
Contingency$1,000

Validate scope, vendor quotes, media baselines, approval thresholds, and capacity before commitment.

Porsche RSR-19 Rexy displayed at the Porsche Heritage Gallery
Gallery reference · Image: Porsche AG

B2C path

See the story.
Plan the visit.

Social discovery · exhibition story · access information · tour, admission, dining, or drive-experience pathway.

Primary KPI · qualified booking actions
A curated group of Porsche vehicles arranged beside a hospitality tent at an outdoor heritage gathering
Heritage hospitality setting · Image: Porsche AG

B2B path

See the setting.
Imagine the event.

LinkedIn or partner email · gallery-led event proposition · space exploration · corporate inquiry.

Primary KPI · sales-qualified inquiries

Project rationale

Built to show the
work behind the work.

This independent concept was created by Randy Boyd II after applying for the AMCI Marketing Coordinator role supporting Porsche Experience Center Atlanta.

It demonstrates integrated campaign strategy, organic social planning, copywriting, creative direction, photo/video production planning, website content, stakeholder workflow, gallery-rotation planning, B2B/B2C segmentation, KPI design, and budget governance.

No inside information, proprietary data, or unpublished campaign materials were used. Future exhibition details and financial scenarios are illustrative; public facts and source links are identified.

6Paying consulting clients personally acquired
$10KApproximate monthly paid-media budget managed
Adobe + digitalPhotoshop, Illustrator, Premiere Pro, WordPress, Canva, and analytics
AtlantaAvailable full-time and on-site
Concept + strategyRandy Boyd II

MBA & M.A. Economics Candidate · Marketing, growth, strategy & analytics

rboyd9@student.gsu.eduLinkedInPortfolio
Research basisPECATL at 10“The Why?” exhibitionCorporate eventsAMCI experiential