The Blog and Pony Show

Archive for December, 2016

Mary Rach - 5:35 pm December 12, 2016

Creating the Invitation

Diversity Office Worker Working Cheerful Concept

 

Recently, I had a coworker ask me an interesting question.  It was posed in a way that implied that he had never really thought about it before. As if he was even surprised he was about to ask it, and a bit concerned about how I would answer.

“What is it like to be the only one of your gender in our creative department… all the time?”

My reply, “Well…it can be a little weird.”

As an art director, being the only female in my group is my reality a lot of the time. Sometimes it’s easy to feel secluded. Many great female art directors and creative directors have also experienced this and shared this “Boys Club” phenomenon. There is even an entire professional conference based on the platform of supporting female creatives in the advertising industry (3 Percent Conference, founded by Kat Gordon).

So I thought I would share my experience…

Many female creatives have experienced incidents of sexual harassment or have been given only female-facing products or clients. Thankfully I find myself in a much better situation at Schifino Lee. My coworkers see me as an equal, most of the time. While there absolutely is a Boys Club here, that doesn’t mean I can’t change the definition of who can be a member.

So how do I combat the Boys Club mentality? By including myself.

There was a time, before SL, that I can remember distinctly when I was not included in meetings, concept sessions, group lunches and general shenanigans around the office. I mentioned this to a friend of mine once, telling him that it had “hurt my feelings.” He stopped me right there and said, “Well, there’s your problem. You’re taking it personally. And by getting emotional about it, you’re not allowing yourself to find the rational solution.”

He went on to say, “If you want to be in that meeting, you need to stop waiting to be invited.” He was so right.

That changed the way I looked at my coworkers. They weren’t NOT including me because I was a girl. They just didn’t think that I cared to be involved because I was quietly sitting at my desk observing from a far.

You want to go to that meeting, sit in on that concept session and shoot nerf guns at your coworkers to liven up the day a little?

Invite yourself. Insist upon it if you have to. Show an interest instead of meekly standing in the corner waiting to be brought to the round table.

That goes for everyone. Not just females.

 

 

Schifino Lee - 1:09 pm December 7, 2016

Cross-Bay Ferry sets sail to success on first Month of Service

cbrfSchifino Lee was selected to create the brand and marketing plan for the new Cross-Bay Ferry completely from scratch. Armed with a goal of top-notch results for our client, we set out to position the ferry as more than a mere means of transportation, but rather a “destination on-the-water experience” between St. Petersburg and Tampa.

Now, after months of anticipation, the initial results are in and our hard work has paid off. The Cross-Bay Ferry exceeded expectations for ticket sales on each of its paid round-trips in November, with over 70% of all seats sold from Friday through Sunday. Nearly half of the one-way trips sold at least 90% of the vessel’s available inventory. Even the Tampa Bay Lightning got on board with the project, giving St. Pete fans a treat by sending their cheerleaders and mascot over to a game on the ferry.

These impressive stats were achieved thanks to exceptional creative thinking, a dedication to meeting tight deadlines, and an ability to build strategic partnerships between the ferry and local businesses. Key partnerships include:

  • Tucker/Hall – public relations services
  • Tampa Bay Times – print and digital advertising
  • Frontier Communications – cable TV advertising
  • iHeart Media – radio advertising
  • Clear Channel Outdoor – billboard advertising

“The Ferry’s weekend ridership was comparable to the number of passengers carried on a weekday basis by all of HART’s express, limited express, and flex service buses combined,” said project advisor Ed Turanchik.

The Cross-Bay Ferry is set for a six-month trial run, and while it is yet to be determined if the ferry will become a permanent addition to Tampa Bay, it seems to be on a very promising path. But the work is far from done. Schifino Lee continues to handle all aspects of marketing for the ferry including TV and radio spots, billboards, and social media. Tucker/Hall handles the PR and media relations as part of the Cross-Bay Fery team.