Patrick Harrison

Hi, I'm Patrick Harrison. Welcome to my profile!

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  Patrick Harrison is a Marketing, advertising and sales professional possessing wide experience of increasing responsibility in line, staff and management positions, as well as product development at General Motors Corporation.  He has been involved with  product planning for a major auto manufacturer, dealer relations for that manufacturer, and an account supervisor for two agencies of record for that manufacturer. Administered account services for several established auto dealer advertising groups accounting for $8.0 million in billings. Executed the formation of auto dealer groups that joined the established groups adding  $1.5 million in billings.  

Account Supervisor at Martin Retail Group

January 2005 - January 2011 | Naperville, Ill

Joint venture of McCann/Jay Advertising, Martin Advertising, and Leo Burnett. Serviced General Motors Local Dealer Marketing Groups in the North Central Region. • Formed five new dealer groups that had never existed in the 12 state sales region plus one inactive group that had not advertised for two years. Total billings of $1.5 million and growing at 10% per year. • Planned traditional media and online programs that increased sales in every one of the five new groups and the previously inactive group. Managed the advertising, planning, and promotion programs for the GM North Central Region encompassing a 12 state area. Total billings exceeded $8 Million. • Executed the successful expansion of a Special Advertorial Auto section in the Chicago Tribune encompassing print and internet. Internet click through increased 78% from .09% to .16%.Total program value of $5.1 million. • Partnered to establish a website for the General Motors Employees Discount program with cross platform promotion to encourage more informed price shopping. • Managed a newspaper program in six key GM markets in the North Central Region. Total program exceeded $2.0 million • Planned and executed a cross-media program in Minnesota to promote GM Trucks and E85 Flex-Fuel. Incentive promotion raised sales 125% in unit sales volume in a two-month period. • Planned and executed an Out of Home/Newspaper program entitled “Hoosiers” to highlight General Motors presence in Indiana. Resulted in a 5% increase in unit sales. • Coordinated a promotional/ advertising program with the Linder Farm Radio Network. Top radio on-air personality elaborates on GM Truck products on his show and personal appearances. Raised awareness of GM in Minnesota through on-air mentions and displays in front of 1,000,000+ persons. Value of program with on-air mentions doubled that of spot ads. • Planned and executed the first Bus Wrap advertising program for the North Central Region in Madison, Wisconsin. More programs are proposed for additional markets pending the results from first six months.

Account Supervisor at McCann Erickson Detroit

January 2002 - January 2005 | Naperville, Illinois

Managed the advertising planning, selection, and placement for Buick Local Dealer Marketing Groups in Ohio and Indiana. Total billings exceeded $6 million and 18,000 yearly vehicle sales. • Executed awareness campaign for a dealer group consisting of Buick brand TV spots in first two weeks of the month while retail offers executed in the last two weeks of the month. Resulted in raising intentions of shopping by 20% during the test period. • Introduced 15 sec “bookend” retail spots that increased the TV ratings exposure by 50% and resulted in group performance exceeding national average. • Negotiated for a paid TV program with the Northern Ohio Golf Association with the local Buick dealers the exclusive automotive sponsor. Syndication to other markets added value to sponsorship. • Developed a co-marketing TV/coupon book with a local restaurant chain before the 2003 Memorial Golf Tournament. This program success resulted in Buick becoming the official car of the tournament the following year. • Coordinated the media creation portion of a “Golf Club” test drive program around the official sponsorship of the Memorial Golf Tournament. Resulted in a 14% response rate to the dealership and 49 direct vehicle sales within 8 weeks. • Introduced internet sites for the groups. Added a local search function as well as third party site advertising for three groups.

Sales & Marketing Manager at General Motors

April 2002 | Chicago, Detroit, St. Louis

Directed a four-person team implementing Cadillac marketing and brand plans with sales of 28,000 units through 280 dealers. Managed a $12 Million budget with the advertising agency. • Created a unique test drive program called “Camp Cadillac” to address low awareness of the product by combining a car product demonstration with a golf clinic. Resulted in sales to 21 non-GM owners, 320% higher than forecasted. Expansion to other cities the following year and nationally three years later. • Initiated a golf tournament called Cadillac “Champion of Champions” in an effort to attract luxury owners at private country clubs. Costing only $12,000; with contributions from other marketing partners and a local newspaper, attained the lowest cost per exposure of any local promotion. • Captured the naming rights to a newly renovated theatre “Cadillac Palace” with generous display options and 24-hour continuous loop advertisement in downtown Chicago. The investment paid for itself in the first performance. Partnership is no in its’ 7th year. Zone Manager, Buick Zone Sales Office, Detroit, MI (1997 to 1999) Supervised and led four two-person teams supporting 52 dealers. Interacted with employees and dealer organization by applying brand management techniques to field sales operations. • Achieved sales of over 17,000 vehicles; increased retail sales + 9.0%, or $32 million. Placed the Zone in second place for total U.S. sales. • Created a comprehensive leasing program utilizing the (1) National Brand Team, (2) Dealer Marketing Group, and (3) GMAC to address the midsize market decline in Detroit. Program resulted in the Zone becoming #1 in retail Mid-Size car sales in the U.S. on an investment of $200,000. • Instrumental in the development of a short-term lease test for LeSabre. Increased sales 88% with the promotion, which was subsequently used in other areas of the U.S. Marketing and Sales positions of increasing responsibility with Buick (1986 to 1997) Assistant Brand Manager, Marketing, Buick Headquarters, Flint, MI (1996 to 1997) Marketing and sales specialist on cross-functional business team charged with developing LeSabre, Park Avenue, Roadmaster, and Riviera from concept to market. • Facilitated the launch of the 1991 Park Avenue, 1992 Roadmaster and LeSabre, and 1995 Riviera.Directed the development of techniques to better target sales to consumers. Increases budget efficiency for the launch of low volume cars resulting in sales increases of 43% or $54 Million. • Organized program for local prospects to conduct a test drive at a PGA event owned by Buick. The small $80,000 added cost to the tournament investment increased sales and was adopted at all other Buick PGA events. • Developed the first matching funds for dealer advertising groups to enhance advertising for a newly launched model. The program doubled the effect of the $2 Million budget and increased sales in all seven markets tested.

Fenton High School

Kettering University

Michigan State University

MBA

Concentration: Finance & Marketing

Automobile and Advertising Industries, Golf, reading, history fitness activities.