Hey, I’m the less famous Tom Forde.
I may not be a fashion designer and Jay-Z didn’t write a song about me (although Tom Ford is my walk-up song for company softball games), but I am famous in my inner circle.
I have more than 30 years experience in various parts of the agency world, including creative, account, and copy editing. Since 2005, I have worked as a writer/ACD on CRM programs for General Motors, including the last 13 years on the Chevrolet account.
The transition to EVs.
The Bolt EV and Bolt EUV launch signaled the beginning of GM’s transition into an all-electric fleet. The goal for this launch was to communicate the vehicle features, as well as to show how easy it is to own an EV.
The ask
Engage consumers interested in purchasing an EV or just the EV curious by giving them details on Chevy’s new all-electric SUV. Link the CRM to robust site experience for both the vehicle, as well as site pages devoted to the benefits of the EV lifestyle.
What we did
Create a multi-touch email cadence that provides consumers with deeper insights about electric range, charging, and new technology built into the Bolt EV.
Takeaway
Project had higher than average engagement numbers and helped retain interest in this electric SUV.
An enduring legend.
The Chevy Silverado has always been a top choice for truck enthusiasts. The appeal for these trucks is broad and consumers have many reasons to choose them. We wanted to show the capabilities of these trucks to consumers who want a work truck that can also be used for fun adventures.
The ask
Show truck fans who are interested in Silverado that there are nine models from which to choose.
What we did
Our email program funneled the audience into three categories: adventure, luxury and utility and featured Silverado models that would appeal to those audiences. Each category included emails about the vehicle interior, the unique features, and the capbilities of each model.
Takeaway
Clients appreciated how we were able to tailor the content to the audience.
Entry level redefined.
Chevy offers seven different SUVs and consumers expect certain features and capabilities throughout the lineup. We introduced the all-new Trax and showed that even this entry level SUV has plenty of space and technology.
The ask
Give consumers more details on the All-New Trax as part of an ongoing information fulfillment program.
What we did
Create simple emails promoting the technology and capability of the new Trax. The goal was to help consumers learn more about the vehicle and entice them to build their own on the website.
Takeaway
Grew the number of handraisers for this all-new vehicle as a part of the overall integrated launch plan.
Climbing the truck market.
Chevy Colorado has been a staple in the fast-growing midsize truck market for many years. The latest generation of this truck includes models built for work, fun, and extreme off-road performance. Clients wanted us to highlight the new features of the truck and show how it stcked up against copmetetion from Ford and Toyota.
The ask
Build interest in the Chevy Colorado while acknowledging the reasons truck fans choose a pickup.
What we did
Create an email program with a “Choose Your Adventure” option among truck fans who enjoy DIY projects, off-roading, or using their truck for camping or towing.
Takeaway
Program performed well and we used the email to get a little bit of lifetyle info from the audience.
The link between CRM and site.
Most of the projects I’ve worked on, whether email, OLA, or direct mail, have a complementary link to the site experience. When I have written site pages, I have worked hard to take the consumer logically through the information to the buying activities.
The ask
Refreshed the digital content for the Chevy Malibu, Chevy Trax and Chevy Express site pages.
What we did
Updated headlines, body copy and select images. Put the content in an updated site template.
Takeaway
Clients appreciated the streamlined site template and thought the info flowed well through the page.
Need help?
Simply put, I solve problems. Think Winston Wolf from Pulp Fiction. I have helped launch game-changing electrics, performance cars, SUVs, and more. I also know what to do when your client declares bankruptcy. (Short answer — you apologize a lot.) I believe good creative work moves a client’s business forward or solves specific problems and the best work does both. Need someone who thinks strategically and works well with a team? I’ve done it my whole career and I’m ready to do the same for you.
I’m available for full-time work, whether in-office, hybrid (in the Detroit area), or fully remote.