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Amanda Koenn - 3:18 pm March 1, 2018

Six Ways Marketing Strategy Drives Enterprise Value

enterprise value, advertising agency, Tampa, CMO, marketing, digital

A recent article published by Forbes identifies the importance of marketing strategy and how it drives enterprise value. A clear marketing strategy is critical to the success of your campaign and overall growth of your organization. Every organization has their own unique set of characteristics that can determine their success. Organizations are growing by using strategies that utilize the value of their brands, customer networks, and digital assets. While no company can be great at everything, being able to identify and execute key marketing strategies can ensure growth.

To grow in the current environment, CMOs must work as a team with executive leadership and business unit leaders to impact six value drivers:

  1. Brand Value
  2. Customer Equity
  3. Organizational Competence
  4. Marketing Effectiveness
  5. Digital Growth Platforms
  6. Innovation

advertising, Tampa, marketing, enterprise value

Many CMOs are struggling to measure and optimize their marketing investments. This disconnect is damaging their organization’s ability to remain competitive in a changing marketplace. Businesses need to understand how to share the responsibility for growth so that goals are communicated thoroughly. The following questions give leadership a framework to determine which marketing strategies will provide the company with the most value:

  1. What is the brand contribution to current and future enterprise value?
  2. Customer Equity. Are we doing everything we can to preserve and expand our customer relationships?
  3. Can the organization support growth?
  4. For every dollar allocated to marketing investments and activities, are we getting more than $9 of top-line growth? Measuring your top-line growth shows how effective your initial marketing investments are.
  5. How much of our resources should we reallocate to digital channels to keep up with customers, competition and cost of acquisition? Reallocation of your resources to digital channels can be necessary to remain competitive in a marketplace that has customers spending more time on digital platforms.
  6. How important is innovation to growth in our industry and competitive set?

Credit: Forbes

Amanda Koenn - 11:26 am December 22, 2017

Tips From the Bottom Looking Up: A Young Creative’s Guide to Fostering Creativity in the Workplace

Disclaimer: I am not a writer by trade, so bear with me on this. There’s about a 65% chance of unintentional grammatical errors and run-on sentences.

Now, I’d like to discuss the fragile nature of creativity in an agency environment. Creativity is a magnificent, deceitful, elusive unicorn that taunts you from behind your computer screen. When you think you might have caught it, or at least know where to reliably find it, the realization begins to sink in that you are utterly mistaken. And the chase begins anew.

Though I’ve only been in this business for a few years, it’s obvious that fostering creativity is one of the most vital team-building/business-building/individual-growth skills to fight for in your office. So, how do we make sure that creativity has a proper place to dwell within the deepest crevasses of the office? After all, tension is inevitable in the office, because like, Debbie from PR ate that piece of chocolate cake you were saving from Wednesday’s birthday lunch (UGH). But how do you keep the team moving forward and working together in spite of that tension? That, my friends, is (literally) the million-dollar question.

From my humble point of view, the solution lies in a mindset that focuses on a few key things: a fantastic fleet of imaginative employees, managers who encourage and lead, and substantial honest, professional communication on all fronts. This means THOROUGH communication, HONEST collaboration with teammates, and above all, remaining professional by not allowing your emotions—or ego—to get the best of you.

I’ve seen firsthand that creativity thrives in a supportive, trusting work environment. So foster an environment that helps employees progress. Teach them. Be POSITIVE. Give everyone chances to let their creativity flow, even employees who currently play “smaller” roles. You are a team, working together to achieve a common goal. Your workplace culture has to be AIRTIGHT for business and individual employees to flourish. Where there is opportunity, there is creativity. Make others feel appreciated and encouraged. Build an environment that inspires collaboration.

From there, creativity and amazing work inevitably follow.

Amanda Koenn - 4:06 pm August 11, 2017

Social Media: Brands rooted in friendship


Working in social media exposes me to a lot of information… constantly. From viral videos and celebrity news, to politics, memes, and #InsertNationalSomethingDayHere, I see it all.  And that’s not including the posts about my neighbor getting engaged, cousin Susan’s twins on the first day of preschool, and a funny video of that guy from college who was in my sorority sister’s finance class.

There’s no doubt we live in the age of information sharing, most of which we owe completely to social media. New ideas and opinions can be found every time you log in. Social Media is an amazingly powerful tool – so why is it so beloved, yet so hated? So exciting, yet so overwhelming?

To understand social media in the advertising world, we have to stop looking at is as solely a form of media. Before business pages, sponsored posts, and ads that interrupt viral videos like commercials interrupt a TV show, Social Media was built for the everyday person as a virtual form of friendship.

Though terms like “friending” and “unfriending” have been replaced with “like” or “unfollow”, the core concept of social media still exists. Everyone is on social media to stay connected – to the news, to celebrities, to trends and, ultimately, to the people we care about.

Our instinctual addiction to human connection is what made social media the sharing superstorm that it is. So really, brands/companies shouldn’t strive to represent themselves on social media, but instead should represent a human personality that their target audience would want to be friends with. Sometimes this social media personality looks a lot like their current brand, and sometimes it looks completely different.

Amanda Koenn - 2:04 pm June 9, 2017

It’s Human. It’s Nature. It’s Not Human Nature.

A tiger shark gliding gracefully past accompanied by a remora fish

Avoiding animosity in an agency setting can be tricky. Clashing ideas, looming due dates, and the never ending pile of work-I-haven’t-gotten-to-yet can lead up to a stressful environment, inhabited by coffee crazed creatives and account managers weaving through the ever-intensifying minefield of client questions. But, if we substitute out the ole’ thinking cap for our best Steve Irwin khaki cap, we find that biology can offer a pretty simple solution to the disparity that occasionally forms between the type-a account side and the sometimes barely type-b creative side. We just have to start forming symbiotic relationships.

Chlorophyll. Photosynthesis. Mitochondria. We’re not scientists here. But we can learn from the relationships formed in nature, and apply their wise teachings to our own agency settings. A symbiotic relationship is formed when two species can’t live without each other: The anemone protects the clownfish from predators, so the fish returns the favor. Bees pollinate flowers, and consequently are able to make their honey. Account managers ward off clients so art directors can continue to craft ideas, and are rewarded with quality work to impress their customers. The only difference in the advertising world is that it takes a bit more communication to achieve a relationship that benefits everyone. But evolution isn’t perfect.

So, instead of sitting at your desk stewing in solitude, make an attempt to befriend those strangers on the other side of the office. Make clear goals. Share all key insights. Explain your creative ideas and show how they match with client KPIs. Because when communication fails, so do we. Let’s be stronger together.

Amanda Koenn - 12:00 pm November 5, 2015


Saitowitz Architect- Tampa Art MuseumAfter a competitive selection process that included 17 of Tampa Bay’s top agencies, the Tampa Museum of Art appointed Schifino Lee Advertising + Branding as its advertising agency of record.

Schifino Lee will implement an integrated marketing campaign for Tampa Museum of Art that includes TV, radio, outdoor, print, digital, and social media platforms. The campaign will strive to build community awareness and social engagement for the museum as the epicenter for creativity, imagination, and fun.

“The campaign uses humor and creativity to convey that Tampa’s art museum is open for everybody,” said Ben Lee, co-founder of Schifino Lee. “We’re very proud to be the selected agency.”

Schifino Lee’s efforts will be the first comprehensive advertising campaign for the Tampa Museum of Art since relocating to its new, award-winning building in 2010. This public outreach effort will be a major initiative under new Executive Director Michael Tomor, who guided the agency selection process.

For more information on the Tampa Museum of Art, visit Follow Tampa Museum of Art on Facebook and Twitter to see the rollout of the new marketing campaign in 2016.

Amanda Koenn - 12:45 pm September 28, 2015


SAGOur evil, creative geniuses at Schifino Lee have stirred up their most twisted and terrorizing designs yet to introduce thrill-seekers to Scream-A-Geddon, Tampa Bay’s newest horror park.

From September 25th until November 1st, the darkened, 60 forested acres of Dade City become Scream-A-Geddon, where participating daredevils are submersed in the ultimate underworld of whispers and supernatural screams.  The nightmarish affair, featuring truly gruesome scares and six interactive haunt experiences was named by USA’s Best Haunted Houses “best new haunt of 2015”. But an award-winning horror park with no advertising campaign is like a horseman without a head.

Scream-A-Geddon chose Schifino Lee’s monstrously creative, media-driven campaign to name and brand the park, build awareness and drive ticket sales.

For Schifino Lee, finding a way to go up against the big name haunts at Universal Studios and Busch Gardens is an appetizing challenge. Terror begins with an integrated media campaign comprised of blood-spattered billboards and traumatic radio sound effects featuring the six areas of the park: Cursed Hayride, Dead Woods, Pandemic, Infected, Bedlam 3D, and the Monster Midway.

So, keep your eyes peeled for what’s lurking around the corner. Because soon enough, the Tampa area will come alive with clowns, criminals, and other things that go bump in the night.

For tickets or more information visit

Amanda Koenn - 3:44 pm May 20, 2015

Schifino Lee Is Seeking to Help Entrepreneurs With Branding Their Startups

Since the advent of crowdfunding sites like Kickstarter and Crowdfunder, showcasing your entrepreneurial ideas with persuasive clarity has become of paramount importance.

With 20+ years of experience, Schifino Lee has seen many startup companies with exactly half of what they need to succeed. When it comes to developing their firm and creating their product or service, they possess a phenomenal talent. But, they lack many of the fundamental skills to strategically market their idea.

Hey entrepreneurs, it’s okay — you can’t be great at everything.

That’s precisely where we come into the picture. We know a polished, well-thought-out capital-seeking effort can make all the difference between the almighty Go and a No-Go on a fund-seeking project. So, we’re offering up our agency’s professional, creative, and marketing services. We’d like to help bring your great idea to life, right from the beginning of its branded life.

Though agency services like naming, brand identity development, video production, writing, and designing are often beyond most entrepreneurs’ initial capital or resources, we’re looking to foster the pioneer spirit here in Tampa Bay as well as beyond. That’s who we are. That’s what we believe in. That’s why Schifino Lee is willing to create a unique kind of client-agency relationship with stakeholders who’re building the right kind of ideas.

We’ll help you stand out in the sea of countless others.

Amanda Koenn - 12:42 pm April 15, 2015

Mobilegeddon is Coming April 21. Is your site prepared?

As mobile phones increasingly replace laptops and desktops as the go-to device for internet access, search companies like Google are taking notice. In fact, Google has announced that they are updating their search algorithm with an emphasis on mobile-friendliness.

On April 21, “Mobilegeddon” will hit companies as that new algorithm is initiated. Websites that are considered “mobile-friendly” by Google’s new standards will be favored and move up in the search rankings, while those which don’t comply will be pushed down. In other words, that valuable search ranking your company has worked so hard to earn could be at great risk in the next couple of weeks.

At Schifino Lee, we excel at developing client websites that are not only optimized for search engines but for mobile viewing as well. If you’re worried about how Google’s new algorithm will affect your search rankings, contact us and we’ll be happy to immediately test your website. It’s your best bet for surviving Mobilegeddon.


Amanda Koenn - 11:49 am March 24, 2015

How to Target the Modern Day Mom

While in a recent meeting discussing the target audience (mothers in the Tampa Bay Area) for a new client it hit me- I now fall into this category! Being a new mom has been extraordinary, exhausting, frustrating, scary, and perfect all at the same time.

Before having my daughter Chloe, I knew that I wanted to come back to work after maternity leave because my career is important to me. It got me wondering about other career-focused women and how they achieve the “work-family balance”. I found that over the past 30 years there’s been a shift in the number of working women who regard what they do for a living as a career rather than “just a job”. In 1971, 29% of women considered what they did a career, while 71% saw it as just a job, according to a Yankelovich Monitor analysis. Now, 48% of women consider what they do a career, while 43% see it as just a job.

A decade ago, mothers aspired to be “Supermom”. Today’s mothers aim to be practical, efficient, and rooted in reality; they want to be “real” moms. Perhaps more importantly, they want to be real women, with interests that extend beyond their roles as caretakers, providers, and nurturers.

But this doesn’t mean that Mom is no longer in charge of the decision-making at home. According to Boston Consulting Group, women control $4.3 trillion of the $5.9 trillion in U.S. consumer spending, or 73% of household spending. To reach this demographic, marketers need not just to communicate that the goods and services they offer are practical and convenient; they also need to make real moms feel confident and in charge. Marketers should empower these female consumers to delegate to others (spouses, children, brands) so they can have more time to be who they want to be whether it’sat home, at work, or on their own. And marketers have to use new ways to reach a population that rarely has time to sit down to read, watch, or enjoy something without simultaneously doing something else.

What I considered multi-tasking before Chloe is nothing compared to what I juggle now!

Amanda Koenn - 1:20 pm July 25, 2014

Some ideas are outside the box. Others, inside a bottle.

Tampa’s Lowry Park Zoo asked Schifino Lee to “brew up” unique concepts and advertising materials for the 19th annual WaZoo Beer Fest, taking place on August 2nd. This nationally reowned event, named one of the “10 Great Beer Festivals in the Country” by USA Today, features over 275 brews, food and live music throughout the Zoo.

Schifino Lee was responsible for developing the creative concept and executing posters, flyers, t-shirts, outdoor, print and digital advertisements. The message “Drink Beer. Save Wildlife.” was derived from the core focus of the event and the visuals were created utilizing individual bottle caps to execute animal artwork including a macaw, giraffe and elephant.

A ticket to WaZoo Beer Fest includes unlimited tastings of over 275 beers from around the world, accompanied by food from local restaurants throughout the Tampa Bay area. Although they won’t have the animals on exhibit, there will be live animal encounters throughout the park and live music from local artists.

Click here for more information or purchase tickets online.

Amanda Koenn - 10:58 am July 11, 2014

You Don’t Know Duck!

For stormwater management, Thirsty Duck provides a radically advanced technology as a solution compared to traditional technology. This new flow control product allows for a constant discharge rate regardless of the water surface elevation, delivering a “cruise control” function which replaces the convention that only large ponds are the time-tested solution in stormwater management. Thirsty Duck can reduce the size of detention ponds by up to 50%.

With this innovation, Thirsty Duck engaged Schifino Lee to build an integrated marketing campaign to establish credibility and educate engineers, real-estate developers and government officials.

Schifino Lee identified that the industry was unaware of Thirsty Duck’s products and how they could benefit from them. “You Don’t Know Duck,” an in-your-face campaign headline, was developed to get the attention of the target audience in an impactful and humorous way. The campaign focused on the product benefits such as optimization in flow rate and pollution control and was communicated through strategic branding, web videos, eBlasts, print ads, brochures, print ads, and a microsite.

Amanda Koenn - 11:24 am June 18, 2014

Thinking right inside the box for HOPCO

A national trend over the past 18 months in the foodservice industry to consolidate regional brokers was causing some unforeseen problems. By centralizing brokerage, manufacturers began experiencing a decline in the level of service they received.

HOPCO FoodService Marketing, a 30-year veteran of the foodservice industry and representative for brands such as French’s Mustard, Cattleman’s BBQ Sauce, Bush’s Baked Beans, and Dole, was determined to call out this negative trend. HOPCO approached Schifino Lee to develop a way they could appeal to manufacturers needing better representation in the southeastern United States and let them know that they were ready and able to offer the superior level of service that comes along with such a track record of success.

Schifino Lee developed a unique direct mail campaign to showcase HOPCO’s dedication to its exceptional street-level service. The mailer to manufacturer owners/CMOs contained a sleek-boxed pair of well-used men’s business shoes with the soles worn through. The outside messaging, “We don’t just talk the talk”, was answered within with “Our results go for miles, our feet even further” along with a prompt to call HOPCO’s senior management to set up a live capabilities presentation.

Dan Stevenson, Executive Creative Director at Schifino Lee, said, “HOPCO asked our team to give them an out-of-the-box mailer idea to turn heads at some of their prospects; ironically enough, the breakthrough idea ended up being delivered inside a shoebox.”

Amanda Koenn - 12:18 pm June 4, 2014

Schifino Lee Helps Provide Solutions to Uncertainty

The opening of the new Exchange Marketplace as part of the Affordable Care Act created a game changing opportunity at HealthPlan Services℠ (HPS), the nation’s leading technology, sales, retention and administrative services provider for the insurance and managed care markets. The Tampa-based company engaged Schifino Lee to position its brand as the premier solutions provider for helping major insurance carriers navigate the private-to-public transition.

Through in-depth interviews with key staff and industry experts, Schifino Lee discovered that insurance carriers abhorred the business risk and uncertainty inherent in the opening of the new Exchanges. We also learned HPS had engineered its services and technology solutions to specifically address those same business issues.

This dual insight lead Schifino Lee to conceive HPS’s new tagline: “Solutions to Uncertainty.”

Based on this brand positioning, Schifino Lee executed new collateral, executive presentations, tradeshow displays, posters and more. The new look-and-feel is based on the need for a map to navigate a complicated system of stops and destinations, and how HealthPlan Services offers a smart and reliable path to follow in an otherwise uncertain marketplace

Amanda Koenn - 3:18 pm January 17, 2014

Supporting the Community You Live In

When something disheartening happens to someone close to us, we feel obligated to lend a hand. A strong community has the same mindset and will rally together to offer camaraderie and act as a support system during hard times. This is exactly what our Tampa Bay community has done after the tragic shooting at the Cobb Theaters Grove 16 in order to support the Oulson family.

Our client Westshore Pizza has gone above and beyond the call by committing to donate $1.00 for every pizza sold after 5pm from January 15 – January 17. As of today, Westshore Pizza has helped raise over $10,000 for Nicole Oulson and her three year old daughter.

Read more about their efforts and how to donate.

Amanda Koenn - 1:47 pm November 13, 2013


With 32 stores, Westshore Pizza is the largest regional pizza chain in Hillsborough and Pinellas. However, they had a branding problem: inconsistency. Franchisees had different menus, different color schemes and logo variations from store to store.

Westshore Pizza engaged Schifino Lee to help boost sales and grow their franchises with a rebranding effort and an outreach campaign. The first step was organizing focus groups and interviewing more than 800 people about Westshore’s food, branding, pricing and other features. The research findings revealed that Westshore was viewed as a high quality, great value restaurant, but their inconsistencies were holding them back.

Incorporating these insights, Schifino Lee developed a new brand identity including a new logo — a simple circle with the name Westshore Pizza & Cheesesteaks; the “we” in Westshore distinguished to support the community feel of pizza. Schifino Lee also updated marketing materials, packaging and restaurant menus. Additionally, the research inspired TV and radio commercials and billboards across the region that targets the social nature of pizza.

Amanda Koenn - 12:20 pm October 30, 2013

Dine, Drink and Dance at Zoofari on Nov. 2nd!

Tampa’s Lowry Park Zoo tasked Schifino Lee with developing a fun and energetic creative concept for the 27th annual Zoofari food tasting event. Zoofari, one of Tampa’s biggest outdoor parties, features food from more than 50 local restaurants, nationally acclaimed live music, art auctions and open bars throughout the park. Robert Randolph & The Family Band will take the main stage and live music from other local artists will be found throughout the park.

Schifino Lee was responsible for creating posters, flyers, t-shirts, print, VIP button and digital advertisements and radio for the annual event. We knew the creative needed to be just as fun, lively and unique as the event itself. We accomplished this by featuring headlines like “Party Like a Croc Star” and “Like to Party? You’re Koalafied.” with simple animal photography and type treatment. Four variations were created and rotated throughout the creative deliverables.

Zoofari will be held on Saturday, November 2nd at 7 p.m. General admission tickets start at just $75 and VIP tickets are available. Visit their microsite for tickets or more information. Be sure to bring your biggest appetite and get ready to party!

Amanda Koenn - 9:11 am August 14, 2013

Letter from Governor Rick Scott

In our 20 years of business Schifino Lee has never received a letter from a Florida Governor congratulating us on our success and entrepreneurship….until now!

Letter from Governor Rick Scott

Amanda Koenn - 5:24 pm July 2, 2013

Congratulations to the Fast 50 finalists

Schifino Lee would like to congratulate four of our branding clients for ranking this year as one of Tampa Bay Business Journal’s 50 Fastest Growing Companies, based on annual percentage growth over a three-year period.

Our favorite Fast 50 finalists are ARMA Global, Franklin Street, Spectrio, and Veredus.

Click here for a complete list of finalists.

Kudos to all!

Amanda Koenn - 9:52 am

Website Wins Award of Excellence

Greater Tampa Chamber of Commerce has received an Award of Excellence in a national competition sponsored by the American Chamber of Commerce Executives (ACCE), a national association of professionals who manage chambers of commerce.

The Chamber received the award for their website and campaign launched by Schifino Lee Advertising & Branding in advance of the 2012 Republican National Convention! Congratulations!

Amanda Koenn - 11:23 am May 23, 2013

AM820 launches new brand campaign to position it as the source for breaking news

AM820 News, the all-news AM radio station based in Tampa, FL, wanted to build awareness and position the station as the source for breaking news in Tampa Bay. AM820 News engaged Schifino Lee to develop messaging and an advertising campaign to gain listenership and enforce this unique positioning.

“Listening to AM820 gives you access to the fastest and most relevant reporting of breaking news, both local and national,” said Bruce Maduri, CEO of parent company Genesis Communications. “We realized breaking news is our competitive advantage and we needed to get this message out to as many potential listeners as possible within our broadcast area.”

Schifino Lee prepared a media campaign consisting of two :15 TV spots and a digital RSS billboard that provides up-to-date breaking news headlines. The producers at AM820 News are responsible for updating the billboard message with the latest breaking news using a new application which feeds data to the boards within seconds. AM820 was the first advertiser in the country to use this new RSS feature offered by CBS Outdoor.

Amanda Koenn - 2:24 pm April 15, 2013

ROI of Social Media – Can you Measure It?

This has been a very hot topic with the ever increasing interested in Social Media for businesses.

Social Media is an opportunity to get on someone’s radar and let that person know you’re cool, smart, funny, interesting and valuable to have around. Continuously providing valuable content keeps people coming back, increases trust in your brand and attracts visitors to your website. Once people get to know you better, they may even tell their friends about you!

That’s the value of social media – the potential to create a new relationship where there wasn’t one before. And then the ability to repeat that process over and over.

Coming up with the dollars and cents of your campaign is virtually impossible to nail down because there is guesswork involved. But, you can look at your analytics to see the number of referrers on your site that came from Twitter or Facebook or the amount of coupons given away in a Facebook offer. You can also look at trends. For instance, did your website experience a spike in traffic soon after you posted on Facebook?

Like any other marketing tool, social media requires strategy, planning, content development and continuous monitoring. If you’re thinking about launching a social media presence then it is imperative you get educated on the various tools and methods that are available or hire a professional to help you handle it.

Amanda Koenn - 11:11 pm November 27, 2012

Bayshore Little League Scoreboard

Our client Clark & Martino cares about the local community & has recently shown this support through the donation of a new scoreboard for the Bayshore Little League. Schifino Lee is proud to have partnered together on the creative development of this scoreboard.

Amanda Koenn - 9:14 pm October 4, 2012

Unearth Some Fun at ZooBoo

ZooBoo at Tampa’s Lowry Park Zoo, the largest family Halloween event in Tampa Bay, kicked off last week with their Shriek Peek Weekend on September 28-29. The turnout for the event was awesome with the Zoo exceeding their goals by 3,000 attendees!

“Shriek Peek was an awesome weekend for Tampa’s Lowry Park Zoo, even with a little rain Friday night.” said Jason Davis, Marketing Manager at the Zoo. “The yard signs you designed were handed out at the very end as people were leaving and everyone thought they were really cool.”

In addition to yard signage, Schifino Lee creative executions included print advertising, web, posters, direct mail, radio and TV to name a few.

ZooBoo is select nights in October.

Amanda Koenn - 9:13 pm September 28, 2012

Schifino Lee creates chilling TV spot for ZooBoo at Tampa’s Lowry Park Zoo

Schifino Lee worked with Tampa’s Lowry Park Zoo to develop this years ZooBoo theme and creative. The creative executions included print advertising, web, posters, direct mail, radio and TV to name a few. Check out this year’s chilling spot then go creep around ZooBoo at Tampa’s Lowry Park Zoo — the largest family Halloween event in Tampa Bay.

September 28-29 Shriek Peek Preview Weekend • Opens 7 p.m.
October 5-7, 11-14, 18-21, 25-28 • Opens 7 p.m.

Amanda Koenn - 1:27 pm August 29, 2012

Schifino Lee Creates a New Way to Communicate Tampa’s Business News

There are approximately 16,000 journalists anticipated in Tampa Bay for the Republican National Convention. That is 4X more than for the Super Bowl. The Greater Tampa Chamber of Commerce recognized this as a unique opportunity to show the world that Tampa is one of the brightest regions for business success.

To engage with this influential audience of journalists, the Chamber of Commerce hired Schifino Lee to develop the Tampa 2012 Media Center, a website containing some of Tampa Bay’s most intriguing business success stories. The Tampa Media Center,, provides ready access to a trove of relevant news stories for journalists to utilize. The website allows visitors to search by category or browse through all stories. All content is easy to find and share.

Schifino Lee was responsible for the website’s creative design, logo development, copywriting, and website programming. Tampa-based journalists with global business writing experience were brought on board by Schifino Lee to interview subjects and write the stories.

On the site, you will find a range of stories, from the Association to Advance Collegiate Schools of Business to Raymond James to Moffitt Cancer Center. Each story is also linked with related information, furthering the goal of making it as easy as possible for influential journalists to write positive stories about Tampa’s business environment.

How bright is the Tampa business story?

Tampa has received multi-million dollar investments from Jeff Vinik, the Blackstone Group, and the Bill & Melinda Gates Foundation within the last 2 years. Tampa has the business environment that powers the founding of companies from Outback to Wikipedia to M2Gen. The business stories on the Tampa Media Center website include over 100 success stories joined by the fact that Tampa has the business resources that made them possible. Tampa truly brings to life the idea of Stronger and Brighter Together.

Amanda Koenn - 3:32 pm July 11, 2012

Schifino Lee expands its media planning and buying team.

Knowing it takes a great deal of insight, industry experience, negotiating skills, and creativity to build successful integrated media campaigns, Schifino Lee has added Media Planner/Buyer Tamara Whittaker.

Tamara brings solid experience in developing media strategies for a variety of industries, along with a thorough understanding of consumer behavior, client needs, and all aspects of marketing communication. As Tamara puts it, “With today’s vast array of media platforms, knowing when, where, and how to connect with your target audience is as much art as science.”

She has planned and managed awareness, search engine marketing, and lead generation campaigns for clients such as WellCare, Alessi, Vology, SPCA, Xerox, Tech Data, Shriners International, Harvard Jolly Architecture, the St. Maarten Tourist Bureau, and Eckerd College.

Prior to Schifino Lee, Tamara served as a Senior Project Manager for Pinstripe Marketing in St. Petersburg, Florida, where she developed strategic integrated marketing campaigns, served as account manager, and managed media planning/buying and media relations for clients in the professional services, destination, travel, and tourism industries. She also holds a B.S. in marketing from the University of South Florida.

Amanda Koenn - 7:41 pm June 27, 2012

What I Didn’t Know, What I thought I Knew, What I Now Know.

Summer intern Sarah Brandon provides this entry about her experience of learning the craft of copywriting at Schifino Lee.

Be brilliant, ask questions and only execute fresh and creative ideas. I can thank Evan Brownstein, Chief Creative Officer, for that one. When I first started working at Schifino Lee as a copywriting intern, the last thought that entered my mind was that I would be hammering hundreds of beer bottle caps for a giant elephant head. But when you join an ad agency that created a billboard made of 120,000 pennies, would bottle cap art really be that farfetched?

I love this industry. I am amazed by the creativeness. I am blown away by the innovative ideas. But I am most in love with the unlimited possibilities. Other than Hollywood, what industry allows you to dream up anything and turn it into reality? Well, only in advertising can the answer be banana cigars. Yes, another wild Zoo idea.

When I first started this internship, I felt my heart almost pound through my chest. But when I think back, I can’t believe how nervous I was. I am still uncertain. I constantly rethink and rewrite, which frustrates me sometimes. But I learned that’s what it takes to get fresh ideas. I also snap back into reality and realize that I’ve experienced only five weeks of advertising at one firm.

My summer at Schifino Lee has been a blast. I enjoy everything I do. The view is killer. The people I work with are amazing. I even like waking up in the morning for work. If interns were paid, it would be perfect.

Amanda Koenn - 5:23 pm June 7, 2012

Creativity Uncaged: Schifino Lee Designs Tampa’s Lowry Park Zoo’s Karamu Event Material

Schifino Lee partnered with Tampa’s Lowry Park Zoo to create collateral materials for the 24th Annual Karamu black tie gala to benefit their animal care, conservation and education programs. The community’s leaders joined the extraordinary fundraising event on April 14th at the Zoo’s Safari Lodge. Guests enjoyed cocktails, unique encounters with animals, a seated dinner, plus silent and live auctions and dancing.

The overall concept, “Flights of Fancy”, came from the creative team at Schifino Lee. We also designed all of the elegant materials for the Karamu event: Bwana pre-party invitation, event invitation with inserts, response card (which included donation and seating options), the envelope so guests could RSVP, the program cover and note cards. Florida birds graced the pages. Blues and purples splashed with water designs appearing throughout the invitation.

Tampa’s Lowry Park Zoo noted that Karamu XXIV was the highest attended most successful event they have had to date. More than 400 guests attended the gala, and proceeds exceeded $200,000. The donations contribute to animal care, education programs that reach school-age children across their 7-county region, rescue and rehabilitation of Florida wildlife and conservation work that benefits more than 90 threatened species around the world.

The entire team at Schifino Lee is grateful for our partnership with Tampa’s Lowry Park Zoo and their success.

Amanda Koenn - 5:31 pm April 19, 2012

Schifino Lee to present branding tips, best practices and case studies at April 30th Chamber event.

The Greater Tampa Chamber of Commerce brings together the leaders of our area’s most powerful businesses to learn from each other, share ideas and promote best practices.

As part of its monthly Competitive Edge Series, the Chamber is hosting a special program on Monday, April 30, 2012 called “Intersection: How Madison Avenue Creates Value for Main Street and Wall Street.” This is an excellent opportunity for businesses to learn about enhancing their brand from one of Tampa’s leading branding, interactive, advertising and marketing communications firms, Schifino Lee Advertising + Branding.

Ben Lee, Principal and Co-Founder of Schifino Lee and Evan Brownstein, Chief Creative Officer will be covering a variety of topics including how to increase a company’s value to customers, a proven step-by-step branding process, several successful case studies showing the impact of branding a company and steps that can be taken right now to grow and enhance a company’s brand.

The Competitive Edge Series program featuring Schifino Lee will be held at the Greater Tampa Chamber of Commerce, 201 North Franklin Street, Suite 201 on Monday, April 30th from 12:00 noon to 1:30 pm. Registration begins at 11:45 a.m. and lunch will be provided by Wright’s Gourmet House. Click here to RSVP for the event or call 813-276-9440.

Amanda Koenn - 3:37 pm April 5, 2012

Quaker Oats prepares Larry for bikini season

When a long-established brand like Quaker Oats decides to refresh their logo the advertising world pays attentions. Schifino Lee wanted to know the details behind the new Larry and the new look, so we investigated.

The makeover was moderate but very effective to convey the message Quaker Oats is selling its consumers, “energy and healthy choices.” Larry is still sporting his classic Quaker hat but has lost his double chin. “We took about five pounds off him,” said Michael Connors, Vice President of Design at Hornall Anderson. The overall makeover included a hair cut, a pricey facelift, and a trip to the gym. Connors and his team shortened Larry’s hair to keep him looking thin. They also removed the double chin and brought in the sides of his face to introduce a more youthful slimmer look. And the final touches included broadening Larry’s shoulders to finalize his healthy energetic appearance.

Overall, Larry is looking pretty good. Time and tweets will tell how effective Larry’s new look will work for Quaker Oats and PepsiCo Inc.

Amanda Koenn - 2:53 pm December 22, 2011

Schifino Lee brings clients together to donate bicycles and helmets to children in need this holiday

Schifino Lee brought together Clark & Martino, P.A. and ToyMakers of East Lake to join forces and provide bicycles and safety helmets to local children in need this holiday season. An initial delivery of 12 helmets and bicycles was delivered on Saturday, December 17th at the Union Street United Methodist Church in Clearwater, FL.

ToyMakers of East Lake is a non-profit organization that restores used bicycles to top condition and donates them to underprivileged children throughout the Tampa Bay area. When Schifino Lee made Clark & Martino aware of this initiative, they thought it would be a great opportunity to promote and encourage head-injury safety by donating new helmets with the bikes.

“We are very excited to partner with the ToyMakers of East Lake on this initiative,” said Dan Clark, Partner at Clark & Martino. “We truly believe in promoting safety through proper precautions, and we are grateful to help these children enjoy a happier and safer holiday season.”

ToyMakers of East Lake was just as enthusiastic about the new partnership. “Under the able leadership of Trevor Charlton, who founded the ToyMaker’s bicycle initiative, we’ve been delivering restored bikes to Tampa Bay children for several years now; including safety helmets is a natural fit and we sincerely appreciate the partnership with Clark & Martino in this effort,” said Bob Helms, President ToyMakers of East Lake.

If you’d like to make a monetary donation to support the initiatives of the ToyMakers of East Lake, please visit

Amanda Koenn - 4:13 pm December 19, 2011

Tampa’s Lowry Park Zoo selects Schifino Lee as agency of record

On the heels of the New Horizon’s branding work, Schifino Lee has also been retained by Tampa’s Lowry Park Zoo as its agency of record for creative and media services over the next 2 years to help promote zoo ticket sales, events and fundraisers.

“Tampa’s Lowry Park Zoo is a pillar to the identity of the Tampa Bay community, and many don’t know about their very important work to preserve our nature and wildlife,” said Paola Schifino, Principal of Schifino Lee. “Schifino Lee is thrilled to be able to contribute to this effort.”

Tampa’s Lowry Park Zoo is a 501(C)(3) not for profit organization and is accredited by the Association of Zoos and Aquariums (AZA). The AZA is America’s leading accrediting organization for zoos and aquariums and accredits only those institutions that have achieved the highest standards for animal care, education, wildlife conservation and science.

Read the full artical on the Tampa Bay Business Journal.

Amanda Koenn - 2:58 pm December 16, 2011

Happy Holidays from Schifino Lee

Wishing you and your loved ones peace, heath, happiness and prosperity in the coming new year.Watch our Schifino Lee Holiday Video.

Amanda Koenn - 7:00 pm November 14, 2011

Schifino Lee Launches Mobile Website for Law Firm


When Tampa Bay law firm Clark & Martino, P.A. wanted to make a bold and innovative communications move, they connected with their brand marketing partner, Schifino Lee, to develop and launch a mobile version of the law firm’s website designed for smart phones.

“We wanted to go the extra mile in making sure our information is readily available in the most convenient way possible,” said Dan Clark, partner at Clark & Martino. “Creating a mobile website was a natural way to make ourselves more available to the public and legal community.”

While creating a mobile website is fairly uncommon for law firms, Clark & Martino realized the benefits of maximizing accessibility for a highly mobile audience. Having a mobile website results in exponential customer satisfaction gains as more people than ever use their mobile phones to access the web.

“A mobile site can either complement a consumer’s overall brand experience or undermine it. The good news is that companies are really starting to take this seriously as they understand the critical role that customer satisfaction plays in the mobile experience,” said Eric Feinberg, Director of Mobile Strategy at ForeSee, a company that analyzes people’s experiences with mobile sites.

Clark & Martino’s mobile site takes key features from the firm’s traditional website and puts them on a mobile friendly platform that optimizes functionality and usability on the smaller screens. The Clark & Martino mobile website makes it easier for people on-the-go to access the law firm, get directions, interact with staff and learn more about Clark & Martino and its services.

“With people wanting immediate information wherever they are, it makes sense for service providers to consider creating a mobile website,” said Ben Lee, Principal of Schifino Lee. “Making your website more accessible can increase customer satisfaction, greatly enhance the brand experience, set yourself apart from competitors, and grow business in very tangible ways.”

Amanda Koenn - 5:58 pm September 1, 2011

Schifino Lee develops peer-to-peer campaign for Cody Fowler Davis Trial Attorneys


Cody Fowler Davis Trial Attorneys is a Tampa-based law firm that litigates complex and protracted personal injury cases involving wrongful death and serious physical and/or emotional injuries stemming from vehicular accidents, premise liability situations, and product liability claims which may entail aspects of insurance bad faith.

The Firm knows the defense approach insurance companies will take because for years the insurance companies retained the firm’s lawyers to represent their insureds. Now they use their unique skills and perspective to help plaintiffs.

In its communications, Cody Fowler Davis Trial Attorneys sought to inform peers that the firm now focuses on personal injury cases and that it puts referring attorney’s reputations as its top priority by providing their clients with exemplary representation. The firm also wanted to differentiate themselves from all other Personal Injury attorneys by focusing on their unique background experience.

Schifino Lee developed a peer-to-peer outreach campaign based on the firm’s values and unique differences that inspires confidence of fellow bar members to refer their Personal Injury cases to Cody Fowler Davis Trial Attorneys.  The campaign consisted of custom photography, print advertisements, direct mail, e-mail and a unique campaign microsite;

All of the outreach focused on the following core promise to peers: “You can trust that you are making the best decision for your client by referring them to Cody Fowler Davis Trial Attorneys, P.A. because they have extensive trial experience in Personal Injury cases on both plaintiff and defense sides and possess an impressive combination of credentials that only a few Florida attorneys have.”


Amanda Koenn - 3:15 pm August 10, 2011

The Johns Hopkins Hospitals’ Wilmer Eye Institute selects Schifino Lee for brand vision project

August 10, 2011 – (TAMPA, Fla.) – The Wilmer Eye Institute at Johns Hopkins has long been recognized for bringing together ophthalmologists consistently ranked by their peers as among the finest internationally. These doctors are joined by a specially trained and highly experienced team of nurses, technicians and staff cited by patients for their knowledge, responsiveness, and sensitivity. Working together, they have established and refined a flexible approach for delivering state-of-the-art ophthalmic care at The Johns Hopkins Hospital.

The ability to change the way the world sees.
Wilmer graduates have had a wide influence on ophthalmology. More than 100 alumni have become department chairs at academic centers around the world. They have brought with them more than eight decades of remarkable achievements that have literally saved the sight (and lives) of millions of people, a legacy of excellence that continues to this very day.

The ability to change the way the world perceives.
Tampa Bay-based Schifino Lee Advertising + Branding, Inc. has created fresh ideas in all forms of digital and traditional media for businesses such as AT&T, Gerdau, USAmeriBank, Lifestyle Family Fitness, Tampa Museum of Art, Vology, Stellar Partners and PlasmaTherm. The Schifino Lee team also has extensive experience developing innovative marketing for healthcare companies such as Atlantic Imaging, Wellcare Health Plans, Pfizer, Novartis and Reproductive Medicine Group.

Communicating the Wilmer vision.
When the Wilmer Eye Institute decided to communicate their unique brand story to audiences in new ways, it selected Schifino Lee and its creative team led by Evan Brownstein, Chief Creative Officer. The assignment: Take the extraordinary vision and accomplishments of Wilmer and design a brand narrative that resonates with donors, potential donors, patients, potential patients, doctors, medical professionals, the media and all audiences.

“We are honored that The Wilmer Eye Institute at Johns Hopkins chose Schifino Lee for this project,” said Mr. Brownstein. “So many lives have been touched and transformed by Wilmer. By designing a brand narrative that is as innovative as the Wilmer experience, we hope to help Wilmer reach and serve an even bigger audience.”
Ben Lee, Principal and co-founder of Schifino Lee, noted, “More and more healthcare institutions and organizations are realizing that building a brand can be one of the most effective things they do to accomplish their missions.”
Recent examples of this right here in Tampa Bay include:

Moffitt Cancer Center bringing in Joe Hice, the former Chief Marketing Officer of Segway and Director of Corporate Communications for Harley-Davidson Motor Company as Vice President of Public Relations and Marketing;
BayCare Health System naming Stewart Schaffer, former Chief Marketing Officer of Lazydays, as its Chief Marketing Officer;
Johns Hopkins Wilmer Eye Institute engaging Schifino Lee to design and create their brand story.
“Hospitals recognize that they are in the customer service business and are adopting best practices of consumer brands. This is a trend we see growing and strengthening,” Mr. Lee concluded.

About Schifino Lee
Schifino Lee is a full service advertising and branding firm based in Tampa, Florida. The firm’s team has come together from a variety of careers and life experiences to strategize, craft and disseminate fresh ideas and messages in digital and traditional media for regional, national and global companies. These clients include AT&T, Vertical IT, Sims Recycling Solutions, Gerdau, and Wyndham Hotels. The Schifino Lee team also has extensive experience developing innovative marketing for healthcare companies such as WellCare Health Plans, Novartis, Schering Plough and Pfizer. As a full-service marketing and communications provider, Schifino Lee offers a wide range of services including advertising, public relations, interactive and marketing communications consulting. The company was founded in 1993 and currently employs a team of approximately 20 professionals.

About The Wilmer Eye Institute at Johns Hopkins
The Wilmer Eye Institute has long been recognized for bringing together ophthalmologists consistently ranked by their peers as among the finest internationally, with a specially trained and highly experienced team of nurses, technicians and staff cited by patients for their knowledge, responsiveness, and sensitivity. Working together, they have established and refined a flexible approach for delivering state-of-the-art ophthalmic care at The Johns Hopkins Hospital and in seven locations around the state. Toward that end, The Wilmer Eye Institute constructed and opened The Robert H. and Clarice Smith Building and Maurice Bendann Surgical Pavilion in June 2009, creating the most modern ophthalmic surgical facility and vision research center in the world.

Amanda Koenn - 3:11 pm April 12, 2011

Spin For Kids

The 2011 Spin For Kids Celebrity Bike Spin took place this past weekend at the Glazer Children’s Museum. The host of this years event was Buccaneer great, #51 Barrett Rudd.

The funds raised will benefit Academy Prep, a Tampa middle school which prepares economically disadvantaged students to achieve acadmic success, and PlaySmart, a national non-profit organization that helps kids reach their full potential through sports.

The event was a great success and included 5 hours of spinning on the lawn of Curtis Hixon park with motivational instructors pushing everyone to their limits. After the intense spin a party was held at the Glazer Children’s Museum with a live band, food, drinks and dancing.

Glazer Childrens Museum on Curtis Hixon Park in downtown Tampa, site of Celebrity Spin for Kids.

SchifinoLee provided all of the marking support for this super event including the logo, flyers and ads.

Amanda Koenn - 12:33 pm December 20, 2010

Season of Giving

For the past 3 years, Schifino Lee has celebrated the “season of giving” with donations to select charities on behalf of our clients and friends. We feel that passing along our success is the best way to honor the people who make it possible. They’ve told us that they really appreciate the gesture, so we are continuing the tradition.

Amanda Koenn - 12:43 pm April 14, 2010

Schifino Lee Develops Successful Event With Real Results

In a period of only two weeks Schifino Lee developed a successful event for an investors presentation by ActivoFirst, a Texas-based Wholesale Savings Association whose mission is to acquire distressed assets from the FDIC and troubled banking institutions.

Schifino Lee’s event preparation included creating customized invitations, utilizing database information, handling all RSVPs, producing the PowerPoint presentation, creating an interactive website, obtaining publicity in several Business Journals and planning event logistics such as valet parking and catering.

On Thursday, April 29, Schifino Lee will co-host the event with ActivoFirst’s Anthony Everett.  To learn more about ActivoFirst and the event, please visit; and read the recently-published news article from Tampa Bay Business Journal: “ActivoFirst Savings Association to snap up low performing debt.”

Amanda Koenn - 4:58 pm April 9, 2010

I Followed My Dream

I’m proud to be the newest addition to the account service team at Schifino Lee.

I was born and raised in Ft. Myers, and I moved to Tampa to pursue a degree in Mass Communications from the University of South Florida. I’ve always been intrigued by advertising, I think it’s remarkable how a well-crafted message can influence a person’s feelings and decision making, and do it millions of times.

After obtaining my degree, I began working for Fort Myers-based Moore & Scarry Advertising where I was in Account Service for more than a year.

I was only with Moore & Scarry for 3 months when my fiancé, Tom, got an offer he couldn’t refuse. He took a position in Tampa and we became a commuter couple saying goodbye on Monday mornings and re-introducing ourselves to each other every Friday night.

The situation had to change, but I didn’t want to take just any job in or near Tampa Bay. I wanted a spot in a strategy-based agency that prizes creative thinking. When I found out that Schifino Lee was looking for a new Account Executive, I pounced. This was the job I was waiting for.

After some tough interviews I got past a number of well-qualified candidates and here I am. I’m thrilled to be working with a great team of individuals who do such smart and insightful work. Living in the same town as Tom is pretty good too!