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Schifino Lee - 4:55 pm April 10, 2017

BE CAUSE.

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No one wants to be sold to. Or worse, lied to. Which is why Schifino Lee, an advertising agency, doesn’t believe in advertising. 

 

Intriguing campaigns are still king at capturing attention, but holding it now means less professional copy and more conversations. 

 

So don’t sell. Connect. 

 

The how is easy. Your audience is looking for something to belong to, something to root for, something to believe in. You can offer that. You can offer a cause. Companies like Coke, Apple, and TOMS are wildly successful, blossoming through the stratosphere because they offered a cause. Coke had happiness, Apple had a new way to think, and Tom gave back. Those are all big ideas that people believe in. Groups they want to assimilate with. Causes they want to be a part of. 

 

Which means, you need to know your true product. 

 

If you make widgets, make them because you have a reason in doing so. Maybe you think you can provide adventure, stir an emotion, help the elderly. But it’s not just a widget, its an opportunity. Here’s an example:

 

A coffee shop brews coffee so good it’s worth waking up an extra five minutes for. That five minutes could be used to do something nice for someone. Your brand is about doing something nice. “We believe five minutes can change the world” becomes your platform. You don’t make coffee, you make compassion. That’s your true product. And you get to reach a new audience. One that likes coffee. Another that wants to do some good. 

 

No more shrugging of the shoulders saying “I dunno. I exist to make money.” Instead, stand for something. People will follow you. Give them something to root for, they will cheer you on. Give them something to believe in, they’ll believe in you. Give them a cause, and they’ll buy your product. 

 

 Go team. 

Schifino Lee - 2:45 pm March 23, 2017

Schifino Lee Expands Social Circle

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With social media’s explosive growth making it one of the most powerful weapons in the marketing arsenal, we wanted to add more firepower to our social media team. Our latest weapon is Kate Dempsey, SL’s new Social Community Coordinator.

Kate’s talent in navigating the endlessly evolving intricacies of social platforms comes from years of experience as a Social Media Manager at Savannah List For Less and as a PR professional at The Brandman Agency in New York City. Once she received her Bachelor of Arts degree in Media Communications from Florida State University, she headed to Tampa to take on a new challenge.

Well-armed with an intuitive knack for strategic thinking (and quoting 80’s movies), Kate assists in social content creation, managing client social media calendars, and spreading the word about our clients’ offerings to every corner of the Internet. Her expertise compliments our talented team of digital sharpshooters in the Social Media department by taking perfect aim in targeting our client’s audiences and building relevant connections through influencer marketing. Kate’s unique skillset in digital branding makes her a perfect fit for Schifino Lee: smart, crafty, and here to put the world at your fingertips.

Feel free to send her a welcoming email at kate.dempsey@schifinolee.com.

Schifino Lee - 4:54 pm March 9, 2017

At the 2017 Addy Awards, Seven is Schifino Lee’s Lucky Number

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All the outstanding work we did for clients last year continues to win big at award shows. Schifino Lee’s latest recognition came in mid-February at the 2017 AAF Tampa Bay Awards Gala, where we scored two Gold and five Silver awards.

Our award-winning work spanned a broad range of categories, from videos to out-of-home to digital to integrated campaigns; it also spanned a broad mix of clients, including the Tampa Museum of Art, Waypoint Capital Partners, the Clemente Museum, and Scream-A-Geddon. Several winners will advance to the Fourth District ADDY Awards where they’ll compete for the chance to go to the big national show in June.

“We’re proud to have another strong showing at the ADDY Awards this year,” said Ben Lee, Principal and Co-Founder of Schifino Lee Advertising + Branding. “It’s further proof of our focus on delivering the best quality work for our clients.”

The American Advertising Awards (the ADDYs) is the advertising industry’s largest and most representative competition, attracting over 40,000 entries every year in local Ad Club competitions. The mission of the American Advertising Awards is to recognize and reward the creative spirit of excellence in the art of advertising.

To see how we can bring the same award-winning strategic and creative thinking to your next project, contact us

Schifino Lee - 5:29 pm January 18, 2017

Bringing Home the Silver for Athletes + Causes

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We are proud to announce that Schifino Lee will receive a Silver Award from the International GRAPHIS 2017 Logo Competition for their work for Athletes + Causes Lance McCullers Jr. Foundation. The logo, designed by Associate Creative Director Chad Grandey, combines the elements of a dog house with a baseball diamond’s home plate, constructing an identity for the pet adoption organization that also reflects Lance McCullers’ baseball career as a pitcher for the Houston Astros.

The International GRAPHIS Logo Competition is an organization that recognizes and promotes excellence and talent in the realm of graphic design, advertising, art and photography. Their competitions cover a wide array of visual design, and winning entries are featured in annual publishings. Chad’s work will appear in the 2017 Logo Design 9 Annual.

Athletes + Causes is a non-profit organization that supports philanthropic and charitable efforts of athletes. The Lance McCullers Jr. Foundation aims to create programs, promote pet adoptions, and raise awareness to homeless animals and the high use of kill shelters, especially for larger breeds of dogs that are less likely to be adopted.

Schifino Lee - 5:35 pm December 12, 2016

Creating the Invitation

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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.

Schifino Lee - 3:37 pm November 28, 2016

The Scream-A-Geddon results are in. And they’re scary good.

We constantly strive to push past barriers, surpass goals, and create amazing results for clients. So when Scream-A-Geddon, Tampa Bay’s first independent horror park, challenged us to beat the results we achieved for them last year, we weren’t scared in the least.

How exactly did we pull it off? By coming up with an outrageous, newsworthy, creative idea that tapped into the real world horrors of this year’s election. Our double billboards spanning both sides of Interstate 275, with larger-than-life images of Donald Trump and Hillary Clinton, generated a ton of Internet buzz for our client. Photos of the billboards on Scream-A-Geddon’s Facebook page garnered over 3,000 likes and 978 shares. Local news outlets ran stories on the very timely executions. And the campaign’s mobile ads on Pandora snagged 25,000 clicks and reached over a million people in less than a month’s time.

But the most important result, by far, is the crowd our work helped drive to Scream-A-Geddon. Park attendance jumped a whopping 50% from last year. Not only did we hit our client’s aggressive sales goals, we made them a true competitor to some of the biggest horror attractions in the whole state.

Now that’s an awesome way to keep even a client who specializes in horror… smiling.

Schifino Lee - 1:39 pm November 2, 2016

Schifino Lee selected to handle branding, advertising and marketing of new Cross-Bay Ferry service

Tampa, FL. (November 1, 2016) – Schifino Lee Advertising + Branding was recently selected by HMS Ferries to brand and market the new Cross-Bay Ferry, a high-speed transportation service running between St. Petersburg and Tampa. The agency will position the ferry as an on-the-water destination experience linking the two cities for residents and visitors alike.

Within three short months of winning the assignment, Schifino Lee has completed the naming selection, logo design, advertising media and website development. The website (www.crossbayferry.com) highlights the focal points of each city, including attractions and restaurants, and positions getting there by ferry as an integral part of the overall experience.

The agency’s marketing efforts go beyond the standard commuter market into leisure travelers, conventioneers, community grass roots and special event goers. “We feel the most promising approach is to promote the ferry service as a fun, destination experience for both residents and tourists alike,” said Ben Lee, principal of Schifino Lee on the ferry pilot project.

The media advertising campaign is set to include billboards, TV, radio spots, print ads, rack cards, and an onboard publication called Destination, all of which will be rolling out over the course of the next six months.

Schifino Lee has also partnered the ferry with the business community to connect passengers with great brands on both sides of the bay. So far, media partnerships have been forged with the Tampa Bay Times, Frontier Communications, iHeart Media and Clear Channel Outdoor.

Weekend service of the Cross-Bay Ferry begins November 4th. For ticketing and more information, please visit: www.crossbayferry.com.

 

 

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The Schifino Lee team brainstorming creative concepts for the upcoming launch campaign.

 

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The website, CrossBayFerry.com, is an ideal resource to discover more information about this program, purchase tickets and plan your trip.

 

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The logo was designed to stand out and accentuate the colors for the boat.

 

Schifino Lee - 4:04 pm October 28, 2016

Greg Davis brings valuable experience to new role at Schifino Lee

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Schifino Lee’s latest addition to our talented crew is Greg Davis, our new Vice President and Director of Client Services. With an impressive roster of former clients such as Alabama Tourism, Food Network, and DIY Television, plus over 25 years of experience in the industry, Greg will be a key player in both building current client-agency relationships and establishing new ones.

Before arriving at Schifino Lee, Greg served as the President of d groupe, a division of Lewis Communications in Birmingham, which he founded in 2003. During his career, Greg has gained comprehensive experience in account planning, strategic media planning and creative strategy for regional and national accounts.

Greg came to be an ad guru after following in his father’s footsteps, both literally and figuratively. He went into the business after his dad’s work in the industry led them around the globe to London, Brussels, Tokyo, New York City and Los Angeles. Prior to attending and graduating from the University of Alabama, Greg received education at the American School of London and International School of Brussels.

Greg’s combination of razor sharp industry expertise and a laid-back, southern personality make him a welcome addition to the Schifino Lee family. Other big name clients he’s applied his branding skills to include Home & Garden Television, DCH Spine Care Center, First National Bank, U.S Department of Justice, St. Joe Company and Bridgestone USA.

Please join us in extending a warm welcome to Greg as he settles into the team. He can be reached at greg@schifinolee.com

Schifino Lee - 3:39 pm October 5, 2016

Reality-Is-Scarier-Than-Fiction In New Campaign From Schifino Lee

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We’ve done something tremendous. Looking party affiliates in the eye and daring them to laugh at a new reality. Whatever you believe, whomever you stand for, it’s time to smile, and make lite of the terror we’re all undergoing.

Mirroring the opening of Scream-A-Geddon — Tampa Bay’s scariest horror park — our nation’s scariest election is also taking place. Around the water cooler and across the media channels, we’re caught in a storm of worst-case scenarios where, if our candidate doesn’t win, you can’t imagine the screams that will be heard.

Scream-A-Geddon is now open, where the bravest souls enter the gates of Dade City’s haunted woodlands. Though, unlike the political realm, this phobic dream will be worse than the worst case scenario. And as such, we’ve highlighted your fears and displayed them by erecting unique double billboards that span Interstate 275 in Tampa.

Rather than take the typical path of showing off some hideous creature from the park, the tandem billboards will help break through the clutter and differentiate the attraction from its bigger competitors in Tampa and Orlando. These two tandem boards will also produce over 6,512,072 impressions during their 4-week period they are in-market. The full multi-media campaign placed by Schifino Lee also includes radio, Pandora and TV running from now until October 21st.

The billboard has only been posted for one week and has already garnered media attention from Tampa Bay Times, Brandon Tribune and NBC in addition to receiving 237,751 social media mentions.

Schifino Lee - 2:24 pm September 20, 2016

Schifino Lee Hits Homerun for Houston Astros Pitcher’s Foundation

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Schifino Lee recently teamed up with Athletes + Causes, a non-profit organization that creates and manages the charity organizations of professional athletes, to brand and launch the Lance McCullers Jr. Foundation for the Houston Astros pitcher and Tampa native.

When we met with McCullers, it was clear that animal advocacy would be the focus for his foundation. An already-avid volunteer and spokesperson for Houston Pets Alive, McCullers was a pro at promoting adoptions and raising awareness to end shelter euthanasia. He expressed that he especially wanted to help larger breeds because they are less likely to be adopted and tend to have higher kill rates, compared to puppies and small breeds. So, we knew his foundation’s logo and website should energize his community to save more animals through adoption and awareness.

The logo features a large dog in a house, representing the foundation’s goal of putting a roof over their heads. The house casts a shadow resembling a home plate – a subtle nod to McCullers’ career.

For more information or to get involved with the Lance McCuller’s Foundation, visit: www.LanceMcCullersFoundation.org.  Or to learn more about Athletes+Causes, visit www.athletesandcauses.org.

 

Schifino Lee - 3:13 pm September 12, 2016

Cooking Up Delicious Results For Tampa Maid Foods

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This past year, Schifino Lee has been working our marketing magic for Tampa Maid Foods, the leading provider of innovative and value-added food products in North America.

To promote their top-quality land and sea creations, we needed to show B2B customers why serving up high quality, premade products is the easiest avenue to creating irresistible, unique menu items that bring ease and innovation to every kitchen. Our integrated outreach plan utilizes digital and social platforms, email marketing and white papers, among other content-driven tactics to position their premade products as delicious, professional-grade, versatile, and easy to prepare.

To express that Tampa Maid’s top-grade products can give a creative twist to every menu, we crafted the central idea, “Look What New Can Do.” Authentic videos were developed for each new product, from beer-cheese stuffed shrimp to sweet & spicy pickle chips.

A vibrant campaign microsite was launched to showcase Tampa Maid’s original recipes along with the video series. By highlighting their products’ limitless potential for versatility and deliciousness, we also captured lead generation from many valuable sources.

This being Tampa Maid’s first social media marketing campaign, meant developing FacebookTwitter and YouTube platforms from scratch. With the overarching goal of grounding Tampa Maid as an industry thought leader, we engaged heavily with potential B2B customers and big-name restaurant brands by sharing original content, uncovering relevant trends and topics, and positioning Tampa Maid as the premium solution on these platforms.

The new Tampa Maid campaign will continue through the end of 2016, and we’ve already experienced some very impressive results:

44,000+ Clicks to the website

1,200,000+ Impressions on Facebook & Twitter

50+ Qualified B2B Leads

Schifino Lee - 2:14 pm July 27, 2016

To Lure High-end Prospects, We Created An Irresistible Brand Story

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One of the Southeast’s top real estate development firms, Pollack Shores, came to Schifino Lee with a tough challenge: they needed to brand their new luxury apartment community, Marisol at Viera, in a distinctive way that stands out to prospective residents interested in experiencing the finer moments in life, together.

As a result of our strategic discovery process, we differentiated the community in a crowded marketplace with a brand story that transforms the target audience’s value of high-end amenities into a celebration of high-end experiences. With “live in the very moment” at the core of our messaging, our brand story inspired the target audience of older, double-income families to enjoy their surroundings and take part in all of life’s little excitements.

Through an integrated branding campaign that includes website, sales kit, collateral, signage, and environmental pieces, we’ve dramatically increased visibility of Marisol, captured over 60 leads from the website alone, and most importantly— exceeded goals for net leases and move-ins.

Schifino Lee - 9:53 am July 20, 2016

Schifino Lee announces partnership with the Humane Society of Tampa Bay

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In advertising, our primary goal is creating strategically-driven work that produces results for our clients. Usually those results come in the form of sales leads, website traffic, email subscriptions…but sometimes, our success is measured by benchmarks that are slightly warmer and fuzzier.

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Schifino Lee is excited to announce that we’ll be partnering with the Humane Society of Tampa Bay on a campaign to support fundraising efforts and community awareness for our furry friends. If you live in Hillsborough County, you’re probably familiar with the shelter from their exceptional local presence through adoption events, “block pawties” and happy hours. However, the true extent of their unwavering dedication to saving animals is astounding. In 2015 alone, the HSTB saved over 7,000 animals, saw over 40,000 pets in their Animal Health Center, and provided 189,000 pounds of food assistance, as well as 1,500 free vaccinations and microchips, to help disadvantaged neighborhoods or financially-struggling homes.

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This will be Schifino Lee’s second time teaming up with the Humane Society of Tampa Bay. In 2014, we lent our services to a pair of pups in need through the “Sabrastian” campaign, resulting in a successful joint adoption.

We’re proud to join forces once again to help this hardworking organization make strides towards eliminating animal homelessness in Tampa. And if we happen to adopt 6, 7, 10 office pets along the way…so be it.

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Schifino Lee - 3:36 pm July 15, 2016

Remarkable Law Firm Advertising. We Do That Too.

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Paul, Elkind, Branz & Kelton, is one of the premiere legal firms in DeLand, Florida. They are known throughout the surrounding counties for their passion, integrity, and personal care. However, the market was largely unaware of the full extent of services offered and was not reaching out to the firm for additional types of legal assistance. Schifino Lee was glad to remedy that. In order to create brand awareness and drive inquiries and referrals, we answered every query that could be asked of PEBK’s breadth and scope. Estate planning? Marriage contract? Equine law? “We Do That Too” became our client’s rally cry as the variety of specialties began headlining billboards, banner ads, and all forms of marketing collateral in DeLand. Furthering their brand awareness, we developed a positioning statement that encapsulated their comprehensive legal offerings and holistic method of operation. Paul Elkind Branz & Kelton became “The Total Law Firm.”

The strategy was brought to life through eye-catching design and exuberant headlines. Schifino Lee developed the firm’s new logo, website, and collateral materials as well as designed and placed billboards and a digital banner ad campaign.

Paul, Elkind, Branz & Kelton is a full service law firm, and wherever you are in life, they can help. For more information, check out the website we designed for them at www.Paulandelkind.com.

Click here to view the full campaign casestudy.

 

Schifino Lee - 4:47 pm July 5, 2016

Strengthening the Pride and Perception of Gerdau Steel

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While the media often paints a less than stellar picture of the steel manufacturing industry, our client Gerdau Steel (one of the industry’s global leaders) was interested in painting a more positive, and much more accurate, picture. One that touts the 11,000 high-paying jobs Gerdau provides to communities across the U.S. and Canada. Plus highlights their status as one of the top three recyclers in the nation, with a long commitment to sustainability. And most importantly, shows off the genuine pride of their hard-working employees.

So Schifino Lee took on the challenge, with the goal of not only enhancing their brand recognition with the American public, but also getting more talented recruits to join the Gerdau team. The solution is an integrated campaign of outdoor boards, airport signage, and digital banner ads driving to a landing page that lays out the striking numbers behind the economic benefits, sustainability initiatives and social responsibility of the company.

The “Steel Proud” campaign focuses on three key U.S. markets where Gerdau has a particularly vital impact on the communities, with executions featuring local landmarks built from Gerdau steel and actual steelworkers. We’re proud to say that though the campaign just recently debuted, we’ve already received great responses from our clients and the communities.

Schifino Lee - 4:24 pm June 10, 2016

Sizzling Ad Campaign for New Steakhouse Chain

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Black Rock gives its guests the opportunity to choose from an award-winning selection of steaks and seafood to personally cook on top of a 755° volcanic rock. This unique experience makes Black Rock the perfect place to cook up rare and tender moments with family and friends.

The Michigan-based chain of restaurants recently selected Schifino Lee to promote its expansion into Florida and the South. When our creative team conducted customer interviews at Black Rock’s original location in Michigan, elated guests described their dining experiences as so amazing, they were already yearning for more: more fun, more play, more taste, more interaction, more memories, and, naturally, more steak.

So of course, Schifino Lee created an outreach campaign that centers on the core messaging strategy: Crave More Black Rock. “We want to give our guests an experience like no other. We knew Schifino Lee was the right agency to craft that message,” said Paul Samson, co-owner of Black Rock Bar & Grill.

Recently, Black Rock Bar & Grill opened its new Windermere, FL location to great success.  The grand opening campaign included an integrated mix of radio, outdoor, digital, and social media. Combined with PR and a superstar management team at Black Rock, Schifino Lee knocked it out of the park. “It was slammed packed and our guests were thrilled with the experience. We even received tons of media coverage,” Samson said. Black Rock’s new Carrollwood and Brandon locations are scheduled to open in coming months.

Schifino Lee - 5:16 pm May 25, 2016

Schifino Lee Opens New Office in South Florida

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Schifino Lee Advertising + Branding has expanded its presence to South Florida with the opening of a new outpost in the Downtown Las Olas area of Ft. Lauderdale. This is an opportunity to bring the same kind of smart, high-touch service, and award-winning solutions to brand challengers in South Florida that the agency has provided clients in the technology, real estate, legal, food service, and healthcare industries for over 22 years.

With headquarters in Tampa, Schifino Lee has been representing clients in South Florida and nationally for years, including companies such as WellCare, Gerdau, and Zeno Office Solutions. Account Executive Kendra Mahon is spearheading the expansion effort to better support current and prospective clients in South Florida. “In today’s high-tech world, we believe a face-to-face presence in every client relationship is more important than ever.” stated agency founder Ben Lee. In 2015, Schifino Lee opened a similar presence on the island of Grenada to better serve its energy client Grenlec.

“Our team reached new heights last year with 47 creative and marketing awards and we attribute our success to our ‘Force Multiplier’ strategies. We are very excited to expand Schifino Lee to South Florida and reach a whole new audience of clients.” says Paola Schifino, co-founder of Schifino Lee.

Schifino Lee - 6:06 pm April 18, 2016

Schifino Lee Hooks Tampa Maid as Advertising Agency of Record

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Tampa Maid, the leading provider of innovative, value-added food products in North America, has appointed Schifino Lee Advertising + Branding as its new advertising agency of record.

Our goal is to position Tampa Maid as the leader in profit-driving, quality menu items, as well as an expert culinary resource within the food service industry.

Schifino Lee hooked Tampa Maid by addressing their business-to-business challenges with a new, strategic outreach plan to reach untapped markets. By shifting the brand’s messaging to align with their segmented audiences and by formulating an approach to thoughtfully engage them, we’ll meet multiple objectives from both a sales and communications standpoint.

Our two integrated campaigns, including digital and social media platforms, as well as a lead-generation microsite, YouTube pre-roll videos, email marketing and trend reports, will establish Tampa Maid as a valuable, thought-leadership partner to their customers.

“We are very excited to work with this fantastic business”, said Ben Lee, co-founder of Schifino Lee. “We look forward to what the future has in store for our partnership with Tampa Maid. ”

For more information on Tampa Maid, visit tampamaid.com. Follow Tampa Maid on Facebook and Twitter, plus check out tampamaid.com/irresistible to see the rollout of the new marketing campaign in coming months.

Schifino Lee - 3:02 pm March 30, 2016

Ready, Set, Go: Advice from Schifino Lee Intern Marissa Vega

Going in as a new account services intern at Schifino Lee, I was hoping to gain a lot of firsthand experience interacting with clients, facing deadlines and putting research to use. So far, that has been just it. I have been able to jump right in and be a part of the team. There is nothing like getting to work with and observe people who know how to think strategically and are willing to teach you the ropes. Here are some principles I’ve learned so far:

  1. Ask smart questions

No one can improve without asking and receiving feedback. There is always room for growth so ask.

  1. Respond to inspiration

Great ideas can come from anywhere, but you have to be open and do something about it. Don’t be afraid to speak up.

  1. Be ready for anything with a positive attitude

When you’re surrounded by people with a winning attitude, it’s contagious, and when you are willing to help in any way, more opportunities come up too.

As I graduate in May, I’m getting ready to enter the “real world,” though those late nights of studying seemed pretty real to me. I’m excited to find an account services job and officially be a part of the advertising world. Most of all, I’m grateful for this internship that has helped prepare me for the industry, and has taught me lifelong principles that I won’t ever forget.

Schifino Lee - 12:58 pm March 10, 2016

New Creative Director is a Natural Fit for Schifino Lee Team

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After big wins at the recent 2016 Tampa Bay ADDY Awards, how does Schifino Lee raise its creative bar evenhigher? We found the answer in Rob McCormick, our new VP/Creative Director at Schifino Lee.

Rob was most recently Creative Director of Fry Hammond Barr (now &Barr), and before that Art Director at PUSH in Orlando. He began his career at the Miami Ad School, where building things that last was the main highlight of every course. It was there that epiphanies became a daily habit.

Where others see obstacles, Rob sees opportunities and ways to create things both new and emotional. He brings with him new perspectives that are guaranteed to change the way people think about advertising. Over the past 20 years, Rob’s creativity has set the bar high on some of the nation’s biggest brands and his uniquely artistic angles have touched multiple industries including: casinos, cruise lines, hotels, healthcare, restaurants, retail, television stations, tourism, spirits, sports, adventure parks and many more.

His co-workers say as a mentor, and friend, and a thinker — Rob’s different. When you need to clear your head, you may go for a walk. Rob goes for a 35-mile run. Or if you’re looking for adventure, you take a ski trip to Aspen. He takes a dip in the Amazon River. Maybe for vacation, you head to the beach. Rob spends 10 days meditating in the remote hills of Georgia. He’s always at peace, always thinking, and always ready for the unexpected.

Please join us in welcoming Rob to the team. You can reach him direct at rob@schifinolee.com.

Schifino Lee - 4:31 pm March 2, 2016

Advertising Ideas That May Or May Not Be Genius

Unconventional ads are becoming more bizarre every day. And this new trend of eccentric advertising draws a fine line between praise-worthy and weird. As demolishers of inside-the-box thinking, Schifino Lee would like to pay homage to three, insanely unique ads from our right-brained friends from around the globe.

Visit Philadelphia – Philazillas.

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Philadelphia’s wacky new tourism ad sparks many questions: Why does skyscraper-size Ben Franklin have lazer-beam powers? What does this founding father have against an equally large philly cheesesteak? Who is the victor of this Godzilla-style battle?

The answers can only come from the creatives in charge at Red Tettemer O’Connell + Partners. The agency’s goal was to attract new visitors by having fun with the city’s famous icons, like history and cheesesteaks. Who could attest to a better combination? See the victoriously bizarre battle in action here.

Branded dreams

All in favor of putting paid advertisements into our dreams say … what? That’s right. Dutch production company, Studio Smack, is delving deeper (in our brains) than ever before. Recent brain science technology might just make a foreseen nightmare of branded dreams a reality. Before we jump ahead of the times, we should probably ask one question: does Coca-cola really belong in our REM cycle?  See what Studio Smack imagines branded dreams to look like here.

Agency Builds A Shower-Brainstorm Room

Every creative knows that the most genius ideas come in the shower. According to science, a shower’s warm water and relaxing environment produce high dopamine levels in our brain, which surge creativity. The Rhode Island-based agency, Nail, took this fact to heart and actually built a shower-brainstorm room in their office, so creativity could flow like the water. Perhaps it’s genius; perhaps just a wet mess. See the whole-hearted attempt here.

 

Schifino Lee - 5:41 pm February 21, 2016

Two, New Fresh Perspectives

Kelecia

Introducing Our New Social Community Coordinator and Junior Copywriter

 

Last year ended strong and 2016 started even better at Schifino Lee. Thanks, in part, to the fresh perspectives of our two newest team members. Alecia Jurado, community coordinator, and Kelsea Fowler, junior copywriter, are first-hand experts in the ever-mysterious millennial perspective. Alecia’s skill for growing communities in social media pairs naturally with Kelsea’s love for writing. Yes, an alliance has been formed and Schifino Lee is enthused to nurture such a positive partnership.

Alecia Jurado, Social Community Coordinator

Born and raised in Tampa, Alecia received her Bachelor of Arts from Florida State University, where her passion for growing social communities led her to amazing advertising experiences. She’s a true Tampa-loving, ocean-obsessed, football-frenzied blondie with a propensity for social media. Alecia has created and implemented social media and community outreach strategies for well-known clients like National Geographic, The Florida Aquarium, Tenet Healthcare, Alessi, P&S Transportation, Ashley Nation, and many others. 

Kelsea Fowler, Junior Copywriter

Also a Tampa native, Kelsea has an affinity for creative writing. She graduated from Florida Southern College with a B.A. in Advertising. Previously a Schifino Lee intern, Kelsea’s passion for crafting phrases led her down the path of copywriting.  She’s a nature-loving, multi-instrument musician, and quite possibly a hippie in another life. When it comes to writing, Kelsea is a connoisseur of current language trends and aspires to be a game-changer in the creative ad industry.

Drop by Schifino Lee to meet our new additions! Alecia and Kelsea’s zesty, millennial perspectives are just what you need to get a daily dose of freshness. Already, they’ve put their thumbprints on the business community.  We can’t wait to see what’s next for this fantastic duo!

 

Schifino Lee - 11:06 am February 2, 2016

Schifino Lee Wins a W3 Award!

 

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This was a pretty sweet win for us at Schifino Lee. Not only was it an awesome site, but it was our own. The W3 Awards, judged by the Academy of Interactive and Visual Arts, only recognizes greatness as it exists on the internet. Websites are judged on their “creativity, usability, navigation, functionality, visual design, and ease of use.”

W3 Award 3           Website Wording Capture

What started as a simple grid based website turned into a full team effort. Creative directors, art directors, videographers, photographers, copywriters and programmers were all working behind the scenes to bring this site online. We first hit you in the face with our bold message of “Outsmart” on a simple orange background. Scrolling further down reveals a basic grid layout, however our homepage comes to life with the ability to start a video by hovering over each of the squares.

Geez, this was a lot of work. Just one square alone, the “WaZoo Beer Festival,” required building a very slim aquarium to hold the poured beer, but still allow the art work to be seen after the pour. We blended beers to get the right color, and tried several pours to get the right speed and foamy spillover. Which continued to spillover. Everywhere. The office smelled like a frat house in the middle of summer.

Another favorite was for Westshore Pizza, where we ordered the pizza, put it in a new clean box, and then shot it from above. The office immediately consumed every slice. Did you notice the random werewolf hand at the end?  Go back and look, it’s there.

The team page also followed this format, with each team member bringing their own personality to their own unique feature video with a Brady-Bunch-esque layout.

The about page is a super cool addition, diving more into our philosophy of “Outsmart” with a user controlled journey down the page.

So check it out, tell us what you think, and revel at our digital prowess.

Schifino Lee - 12:14 pm January 14, 2016

SCREAM-A-GEDDON’S MEDIA STRATEGY IS A MONSTROUS SUCCESS.

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What’s it take for an advertising campaign to create thrilling results that exceed revenue goals and attendance projections? To dramatically outperform expectations, you need strategic media ideas that engage your audience in just the right context.

Schifino Lee approaches media as both an art and a science. So when horror park Scream-A-Geddon came to us with a formidable challenge, we wowed them with frighteningly impressive results.

The Goal: Attract throngs of Halloween enthusiasts by building public awareness, engaging key influencers, and driving ticket sales.

The Challenge: Promote a new event in a new area against big-name competitors like Universal Studios and Busch Gardens.

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Our integrated advertising campaign introduced the theme park through a unique strategy of broadcast and outdoor media, as well as elaborate digital assets (including pre-roll video, banner ads, and mobile geo-fencing strategies). Our full service capabilities eliminated the need for outsourcing and minimized project segmentation. Plus, our understanding of the media landscape helped garner promotional support and added value—permitting the budget to expand further into the digital realm and creating a competitive presence against the big name theme parks.

The Result: We vastly exceeded Scream-A-Geddon’s overall attendance goal for 2015 and greatly increased the client’s digital presence through social media optimization.

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Schifino Lee implements a holistic strategy when creating a campaign’s media mix, which is individualized per client, per industry and per region.

To hear how we can create equally thrilling media results for your campaign, contact our VP/Media Director, Nordin Benhalima at 813-258-5858, ext.236 or at Nordin@schifinolee.com.

Schifino Lee - 2:27 pm December 30, 2015

FALL CHANGES OUR LATEST SET OF INTERNS

Written by our Fall Creative Intern Thomas Mariani.

This fall has provided Schifino Lee with a set of interns with diverse skills, interests, and future goals. As the fall session ends, it seems like the perfect time to highlight the extremely talented, energetic interns that helped make the agency’s recent success possible.

 

Will Vargas | Media Intern

Will, a UF graduate with a BS in advertising, was raised here in Tampa. He has been working on SEM campaigns for our clients and utilizing his skills to master both traditional and digital mediums in terms of planning and buying. Ideally, he would like to use his multi-faceted talents to land a gig as a “hybrid worker” for one of the local agencies.

 

Pareesa Al-Ansari Khwaja | Creative Intern

Pareesa is about as diligent a designer as you can imagine. A native of the east coast of Florida, she’s a senior at USF who’s dedicated to the world of advertising. A major part of what makes Schifino Lee so great for her is “… whenever the opportunity arises to teach us something new, they don’t hesitate to bring us along and guide us though it while still utilizing our talents to our full extent.” This spring, Pareesa will be graduating from USF and hopes her intern experience has helped prepare her for a role as a graphic designer at a major firm in Tampa Bay.

 

Courtney Holliday | Account Service Intern

Courtney is a junior at USF, double majoring in Advertising and Sociology. Courtney originally hales from Philadelphia and has a passion for snowboarding, rollerblading and any type of water sports – all with a GoPro strapped to her head. Yet, one of her most enjoyable activities has been tackling the various challenges of an account service intern. Once she wraps up at USF, Courtney hopes to pursue a career as an account exec for a large ad firm in LA.

 

Kelsea Fowler | Creative Intern

A senior at Florida Southern College, Kelsey was first indoctrinated into the ad business by her father, who runs local audio production company, Sound Asylum. Kelsea has contributed her writing skills to various Schifino Lee clients, including Alessi and Lowry Park Zoo. Her goal after graduating? Getting paid to do the thing she truly loves. We have a sneaking suspicion that will soon come true.

 

Lexi Dannemiller | Account Service Intern

Lexi’s journey is a bit more circuitous than our other interns. She graduated from the University of Michigan with a degree in psychology, but found herself drawn to Tampa Bay to focus on a career in advertising instead. Always willing to contribute, Lexi loves the thrill of working at a competitive place like Schifino Lee. Fortunately, one of Schifino Lee’s clients recognized Lexi’s enthusiasm and skills, and has hired her on as part of the marketing team for Franchise Edge. Congrats, Lexi!

 

Thomas Mariani | Creative Intern

Thomas is yet another Tampa native on our team, having graduated from Florida State University earlier this year. Though he’s interned at multiple advertising agencies and for media-centered websites, none of them have the type of camaraderie on display at Schifino Lee. “People love to say they have that kind of kinship, but this is one of the rare places where everyone feels genuinely helpful, courteous and fun.” Following his internship, Thomas plans to get a job in entertainment exhibition or marketing, specifically for films and television.

 

Lissette Deza | Account Service Intern

A senior at USF, Lissette has actually been interning for Schifino Lee since July. One of her proudest moments involved client Ashley Nation’s big Twister Event. After going all over USF to promote it, she took great pride in seeing so many happy attendees make it a huge success. After graduating this semester, Lissette is aiming for an account service job at an ad firm in New York or LA. We like that big league ambition.

Schifino Lee - 11:40 am December 11, 2015

Think Outside the Gift Wrap

SL Holiday CoverGIVING BACK THROUGH SOCIAL MEDIA

Each year, Schifino Lee celebrates the holiday season through Random Acts of Merry, as a way to give back to the community or various charitable causes. This year, we invite you and your friends, family and coworkers alike to participate in a social media campaign that will bring the community together in the most random ways – and we’ll match you! To get involved, all you need to do is take a photo of a random act of kindness and share it on Instagram with #randomactsofmerry. Examples of these acts include dropping off food/clothes at a homeless shelter, paying for a stranger’s lunch order, or helping and elderly neighbor hang their holiday lights.

All photos shared with this hashtag will be aggregated onto our campaign landing page, actsofmerry.com through a live social feed. The campaign will launch on December 12th and run until December 25th.

This year we are thrilled to be supporting three main charities as a part of our outreach — The Humane Society of Tampa Bay, onbikes and The Salvation Army of Tampa.

You can specifically support one of our featured charities by tagging the charity of your choice within your social media post. As an incentive, Schifino Lee will match each tag with a donation to that specific charity. Donations from Schifino Lee will come in the form of food, blankets, toys, etc for the Humane Society, canned food and toiletries for the Salvation Army and employee participation in onbikes’ “Bike Build.”

THE HUMANE SOCIETY OF TAMPA BAY

The Humane Society of Tampa Bay is dedicated to ending animal homelessness and providing care and comfort for companion animals in need. On December 12th, the society is pairing with Mastro Subaru for their annual “Subaru Share the Love ” event to help collect donations of pet food and supplies.

ONBIKES

onbikes is a non-profit organization that delivers new bicycles to at-risk and foster children in our local community. On December 12th onbikes will host their annual Winter Wonder Ride – a community bike ride through the heart of Tampa. All proceeds from the ride go towards the purchase of bicycles and helmets for at-risk and foster kids throughout the Tampa Bay area this holiday season.

THE SALVATION ARMY OF TAMPA

The Salvation Army in Hillsborough County exists to save souls, grow saints and serve suffering humanity. Volunteers are needed throughout the month of December to organize gift distribution to needy families and help with food prep and services in emergency and transitional shelters.

Visit salvationarmyflorida.org/tampa/volunteer/ for more information.

Schifino Lee - 11:51 am November 3, 2015

Learn how to start a branded revolt.

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To compete at the highest level, and take on the market leaders, your brand has to stand out. That means focusing on a single powerful, ownable idea that creates a true brand differentiation. An idea so heretical it has the power to disrupt the entire category and upend the status quo.

Schifino Lee invites you to join us on November 18, from 8:00am – 9:00am, to learn what it takes to be a challenger brand. We’ll walk you through our process for creating the most memorable branding and advertising possible for your business. We’ll demonstrate how best to communicate your singular message in today’s media environment. And we’ll even show examples of challenger brands that have successfully revolted against the status quo.

This free workshop has been developed for CEOs, CMOs and Marketing Directors of B2B, consumer and professional service organizations. Space is limited, so please RSVP to RSVP@schifinolee.com by November 13. A Q&A session will follow with Schifino Lee’s principals, media director and creative director.

Schifino Lee - 12:24 pm September 11, 2015

SCHIFINO LEE’S NEW ART DIRECTORS PUT THE POW IN POWERHOUSE CREATIVITY

chad and marySchifino Lee would like to welcome two, true citizens of the advertising world to its creative team. Chad Grandey and Mary Rach, perhaps two of the biggest graphic design enthusiasts you might meet, are hopping aboard the S.S. Schifino Lee to continue their specialized journey in Art Direction.

Chad hails from the top creative shops of the Lone Star State (Texas). Powered by coffee and more coffee, it’s no surprise that Chad puts so much energy and let’s say, orderliness, into our company culture. Chad + caffeine + anal retentiveness (or excessive organization) = National ADDY’s and a potpourri of awards, which is fine by us!

Chad joins our team with twenty years of experience. After receiving his graphic design degree from Pittsburgh Technical Institute, Chad’s metaphorical Chalice of Experience is filled to the brim with national work for Best Buy, Delta Airlines, Samsung, and National Geographic. His trophy shelf is packed with National ADDY’s, Healthcare Ad Awards and Flagler Awards: Best in Show. Even Adweek, Creativity, Graphis, and Archive magazines feature Chad’s unmatched knowledge of all things artsy.

Mary exudes the aura of a Zen, quirky creative and has the client fan-base to prove it. After hours, Mary gets her adrenaline fix by searching Zillow and Trulia for quality real estate listings. Don’t we all! She is also a proud dog-mom.

Before joining our team, Mary earned her graphic design degree from Kendall College of Art and Design. She also worked with Tampa’s Lowry Park Zoo, Experience Kissimmee, First Watch, and Moffitt Cancer Center. Her work has also been honored with three Gold and four Silver regional ADDY’s and multiple district level trophies.

Swing by Schifino Lee to meet our new team members! If you happen to pass a coffee shop, Chad could probably use another cup of joe. It’s been about an hour since his last coffee. Then take a second to meet Mary- she’s awesomely artistic!

Schifino Lee - 5:18 pm August 28, 2015

The Creative Process by Pat Floyd

I was recently in a client meeting presenting logos and the client asked about a favorite logo. “How did you come up with that?” they asked. My answer was, “Beating my head into the concrete for days on end.”

This particular logo was defeating me. I was losing a battle because I just couldn’t seem to come up with something beyond the ordinary. Although ordinary is easy, easy is boring. For me, I stare at great logos for hours. Then, I create okay logos for hours. Then I create more. Then I delete most of them. Then I create more. I then end up with a few logos I’m happy enough with to show to the team. In this client’s case, there were definitely a few good options there, but I really needed one more solid concept; so, back to beating my head into the concrete.

What’s funny about the creative process is after thinking you’re never going to come up with a logo that will please yourself, the answer is easy. It just pops into your head like a random thought fairy. Most of the time, like this one, I wasn’t even exactly thinking about the problem. But when I did, it was a rush to get it out of my head and onto the screen (I’m a digital doodler- many designers will sketch every idea first, but I find I can do it faster and better going straight to Illustrator).

Creating the logo in this case took maybe 30 minutes after deciding on a direction. The road to get there, however, took hours and dozens of failed attempts. You just can’t stop at the easiest solution. Keep thinking. Keep doodling. Keep daydreaming. I can’t stress this one enough.

Schifino Lee - 12:58 pm August 5, 2015

The Campaign Behind the Campaign

BillIn the fall of 2014, Bill Schifino — respected Tampa attorney, managing partner of Burr & Forman – Tampa, and husband of our very own Paola Schifino — began his campaign for the position of President-Elect of The Florida Bar. The next six months were a test of endurance for both parties. Bill met the voters while speaking at conferences, offices, receptions and events all across the state. Schifino Lee went to work behind the scenes, developing messaging, advertising, and a website for his campaign.

GGGGWe focused the campaign message on Bill’s “show, not tell” integrity. Our strategy used social media, videos, and email marketing to effectively showcase his strengths. We made it clear that his extensive experience in the field of law paralleled his sincere focus on family and community. This resonated well with voters as they were able to see how Bill’s proven leadership would extend beyond Burr & Forman to The Florida Bar.

Unlike normal product advertising, this political campaign challenged us to adjust our way of thinking. The concept was built with a foundation based solely on the merit and skills that Bill possessed, not in comparison to his competitors. We wanted his past alone to dictate his future. This meant keeping our social media efforts up to date with Bill’s intense campaign schedule. As his endorsements came in, they were captured in the website database to keep track of them for future correspondence and support.

“Not only did we work hard, but the quality of what we, as a team, put out there was tremendous. I can’t count the number of compliments I’ve received about the campaign. The website was amazing and I’m sure the eblast with the letter to all the membership cemented the victory,” said Bill of the support our team provided him and his campaign.

Bill Schifino’s campaign for President-Elect, and the work developed by Schifino Lee in support of it, proved to be abundantly successful. He was sworn in on June 26, 2015, as President-Elect and will serve one year before being sworn in as President of The Florida Bar in June 2016.

Schifino Lee - 9:31 am July 23, 2015

Schifino Lee infected with laughter and ethics.

 
Mitch and HarraIf our walls could wear ear plugs, they would. Though we have a lot of fun here at Schifino Lee throwing darts at doors, concepting across the hall, and testing our latest guerilla marketing stunts, we also have a serious job to do. So we felt lucky when our most recent team additions were a great deal of fun and also pretty incredible at their jobs.

Mitch has done everything. Both sides of the industry, both sides of production, and probably both sides of the law. Mitch is crazy. The kind of crazy you want to hang out with. He’s a crazy talented daredevil. He’ll eat anything hot. Like really hot.  Like “don’t try that, it’s too hot” hot. But he’s also a crazy talented production artist.

He joins our team, with seven years of invaluable experience in print and pre-press campaigns with clients the likes of which people say “wow” to —Kraft Foods, Coca Cola, Proctor & Gamble, Target, Unilever, Johnson & Johnson, Busch Gardens, Time-Life, and National Geographic. Wow. He earned his Bachelor of Fine Arts Degree in Graphic Design from IADT.

If laughter is the best medicine, she’s a world’ renoun surgeon. Harra just might be the happiest, person we’ve ever met. But it’s her diverse background that makes her such a valuable asset to Schifino Lee’s media team.

Harra graduated with two Bachelor degrees; one in Interior Design and one in Business Administration with a concentration in Marketing. Before joining our team, she worked on many projects including The Dali Museum, the Tampa Bay Buccaneers, Reeves Import Motor Cars, Visit Florida, and the University of South Florida.

Swing by Schifino Lee for a visit and please bring Mitch some milk. He just burnt the inside of his body with terrible peppers. Then just take half a minute to meet Harra — you’ll find yourself engaged with the most delightful connection in all of Tampa. Man, what a laugh.

Schifino Lee - 12:07 pm July 16, 2015

Katie McGirney

11167671_10203959884052651_5774319700370801960_nOur third intern spotlight is on account service intern, Katie McGirney. Katie is a self-proclaimed goofball from Tampa, Florida, but has felt a yearning for the Northeast her entire life. There she will begin her sophomore year studying Communication and French at Boston College this fall. Beyond the goofball, Katie is a great energy around the office and is a hard worker willing to help with any project. Look for her laughing at her own hilarious jokes, or writing about all things sports for The Gavel, a student publication at BC.

1.) What made you want to get into Advertising?

I actually began college as a math major (thinking I wanted to be an engineer before I got to school) and soon realized that was not what made me happy. I want to be able to let my personality show in the work that I do, and interact with others and build relationships on a day-to-day basis, and advertising gives me that opportunity to work a job that is anything but ordinary.

2.) What’s your favorite ad/campaign?

The Dove True Beauty, Real Strength and Care campaigns are a few of my favorite, along with the always “like a girl” campaign. (No, I’m not crying, there’s just something in my eye.)

3.) If you had one super power what would it be?

Only one? Contrary to popular belief, being asked this question since I was in Kindergarten does not make giving an answer any easier. After long deliberation, and switching my answer at least 12 times, I am going to be selfish and indecisive and go with time travel or teleportation. But if were talking about standard genetic abilities that can be mistaken as superpowers, I would go with the ability to eat anything without gaining any weight; dessert foods for every meal!

4.) What do you hope to accomplish during this internship?

I hope to not only gain valuable experience in the advertising world, but I am also using this to test the waters and see if I can see myself doing this for the rest of my life and making a career out of it.

5.) What are you like outside the office?

Outside of the office, I am probably the same as I am inside of it: speaking with an “inside voice” that is ten times too loud, cracking jokes so bad that they’re good, making the best of every situation that life throws my way, and trying to keep a positive outlook on just about everything.
I also like to eat good food and watch sports, a lot.

Schifino Lee - 2:33 pm July 8, 2015

Schifino Lee Hires First International Employee

Zoe Hagley

Schifino Lee is excited and proud to welcome our first international employee: Zoë Hagley. Zoë is working as the Media and Communications Coordinator based on the island of Grenada. She is charged with the responsibility of implementing advertising, public relations and social media campaigns through various marketing channels for our clients in Grenada. “I’ve worked on the client side for quite some time, so I’m very excited (and intrigued) to finally be on the agency side of the advertising process. I’ve already learned so much and I’m sure this is just the beginning,” said Zoë.

Working abroad for Schifino Lee has been a bit of an adjustment for Zoë. “Sometimes it’s a challenge to merge the American and Grenadian cultures, but we make it work. Grenadians are very laid back. On the other hand, the American culture is very fast paced. So far I’m enjoying working remotely – I get to be on my beautiful island while working for an amazing company in another country,” she said.

Over the past two years, Zoë gained invaluable experience across various aspects of media and public relations. Following a brief stint as a journalist with Grenada’s largest media house, she built a prosperous career managing all internal and external communications for LIME Grenada – a major telecommunications company on the island.

Apart from her passion for Media and Communications, Zoë has an unwavering love for the performing arts and as an actress has performed for several theatre productions in Jamaica, Grenada and Toronto. She also loves to scuba dive and recently received her PADI certification. She advised, “If you think the Caribbean is beautiful on land, you should definitely see it underwater!”

 

Schifino Lee - 10:58 am July 7, 2015

Haley Greene

schifino lee haley

Our second intern spotlight is on account service intern, Haley Greene. Haley is a Tampa, Florida native and will enter her third year at the University of Virginia in August where she is studying Leadership and Public Policy. She’s looking forward to getting outside of the classroom and learning through industry experience. At the end of her internship, she will be traveling across the pond to study abroad at Oxford University in England.

Q. What inspired you to go into advertising?

A. Don’t know if I’ve been inspired yet. I’m using my time at Schifino Lee to see if I’m inspired. I am enjoying it so far, though.

Q. What’s your favorite commercial or campaign?

A. I took a class titled Mass Media and American Politics last semester and I honestly find any ridiculous campaign ad amazing, all partisan preferences aside. Personal favorites include Gary Peters – The Loan SharknadoChristine O’Donnell denying her involvement with witchcraft, Joni Ernst’s revealing her hands-on experience with hogs,  and Christopher Knight’s iMovie rendition of Star Wars and how it relates to Rockingham County schools. The more ridiculous, the better.

Q. If you had a super power, what would it be?

A. This is a cop-out but I would definitely rather go to Hogwarts than have a super power.

Q. What do you hope to accomplish during this internship?

A. Gain some real experience in a real company instead of being shamelessly used by family members and friends to create logos and collateral for school organizations/family businesses/community events.

Q. Who is your favorite ad icon/character?

A. Does Don Draper count? If not, then anyone/anything that is not Flo from Progressive. Or both.

Q. What’s your guilty pleasure?

A. Ice cream. People might think this is a lame answer, but I eat a lot of ice cream. I would drop anyone/anything to be a Flavor Guru for Ben and Jerry’s. The job description can be found here.

Schifino Lee - 9:20 am June 24, 2015

Dina Ghioto

Our summer interns have been hard at work at Schifino Lee. They’ve brought excitement, wit, youth, and vision to our office. We’ve grown quite comfortable to them being around to lend a hand or take a look at something with a fresh set of eyes, and now we want to show them off. Our first spotlight is on the organized, smiley, and vivacious Dina Ghioto. She’s an account services intern majoring in Advertising at the University of Georgia.

Q. What inspired you to get involved in advertising?

A. Ironically, bad advertising inspired me to get involved in the advertising world. I am a fixer, so I loved looking at billboards, listening to the radio, and watching television commercials as a kid and dreaming up ways to improve the ads and make them better.

Q. If you had a super power, what would it be?

A. If I had a super power, it  would be the ability to speak every language fluently. I love to travel and I think that superpower would be beneficial and fun to surprise people with.

Q. What’s your favorite commercial/campaign?

A. My favorite campaign has always been and will always be Chickfila’s “Eat Mor Chikin” Campaign. It was one of the first times I understood and appreciated the genius behind innovative, creative, and unique advertising. It doesn’t get much better than an illiterate cow, aka future hamburger, urging you to eat more chicken while hanging from a billboard or water tower to get your attention.

Q. What do you hope to accomplish during the internship?

A. During this internship, I hope to get a better understanding of the advertising world by working with real clients, creating real work, and being a part of a real advertising team. I know I will gain valuable experience and a deep knowledge that I could’ve never acquired  in the classroom. I want to walk out the doors knowing I really applied myself, learned, and grew both personally and professionally.

Q. What are you like outside of the office?

A. Outside the advertising world, I am an adrenaline junkie, world traveler, and lifelong dancer. See photo above (that’s me, bungy jumping in South Africa with my dance partner, Patrick Swayze).

 

Schifino Lee - 3:11 pm June 23, 2015

Aerial Adventure Park Coming to Tampa Bay Area

Schifino Lee recently collaborated with Point Summit to develop the brand identity, name and media strategy behind a new aerial adventure park in Dade City. The name TreeHoppers was deemed worthy of the new attraction’s intrigue, excitement, and adventure. TreeHoppers will provide customers with an exciting day of exploration that challenges and inspires them.

Opening in August, the park will feature nearly 100 aerial components, including dozens of zip lines, rope bridges, and aerial climbing elements, to make up eight unique courses. TreeHoppers offers a course for everyone. Children over the age of 5, athletes, experienced climbers, nature lovers, and everyone in between will all find a course that fits their skill and comfort level. Each course will be different so that an adventurer can return to TreeHoppers again and have a completely new experience each time. Climbers will be equipped with the latest safety climbing technology and receive full safety instruction from highly-trained climbing instructors. TreeHoppers will fully utilize its 60 acres on Saint Joe Road in Dade City to allow visitors to travel through the canopy trees and cross picturesque landscapes of hilly forests with sprawling oak trees and beautiful lakes.

The park is opening in Dade City, just 35 minutes north of Tampa. Dade City is the perfect location for an aerial adventure park because it has been dubbed “Tree City, U.S.A.” for its highly wooded areas, is home to people who are known for loving the outdoors, pulls from the tourist-friendly attitude in the nearby Tampa Bay area, and has great weather year round.

With an exact August opening date still to be determined, TreeHoppers will be open year-round, 7 days a week. Check them out on Facebook or their website for more information.

Schifino Lee is excited to venture out into the canopies of TreeHoppers for our next outdoor bonding activity!

Schifino Lee - 10:00 am

“Little Free Library” Discovered on Schifino Lee’s Adopted Mile

As part of the Schifino Lee adopted mile of Bayshore Boulevard, we discovered a “Little Free Library” located between S. Dakota Ave and S. Oregon Ave. The library is the size of a bird house and is part of a lending program with the notion of “take a book, return a book”. Anyone may stop by the library and take a book — as long as one is left in its place. This initiative began in Wisconsin in 2009 and has since grown throughout the country; the mission of these libraries is to promote literacy and the love of reading by building free book exchanges worldwide.

Each library is unique but they all share a common theme of exchanging books and bringing people together. These libraries help build a sense of community by sharing creativity, wisdom, and a little part of ourselves with our neighbors, strengthening the community and spreading knowledge through the exchange of books.

Any books may be left in the library, from your favorite Fodor’s travel guide, to your favorite childhood storybook, to even your old chemistry textbook. If it’s a book, you can leave it.  

There is something so special about getting lost in a book, you can immerse yourself in whichever world you so choose and be whoever you want to be. Celebrate summer and let yourself enjoy a good book, and if a book has changed your life, what is better than sharing that with others? That is what the little free library allows you to do.

Schifino Lee is excited to be a part of this community building program.

Schifino Lee - 10:57 am June 18, 2015

Redefining The Powers Company from Consultants to “Unsultants”

Schifino Lee Advertising + Branding partnered with The Powers Company to shake up the management consulting industry with unconventional branding and messaging focused on the company’s unique new positioning as unsultants. The company’s new website reflects this unexpected, customer-centric philosophy.

During the discovery phase of our rebranding process, Schifino Lee realized The Powers Company was truly different in their approach to doing business. In addition, the target audience of C-level executives had a jaded perception of the consulting industry in general. Schifino Lee created the unsultants positioning to overcome the industry’s unfavorable stereotype as well as capitalize on the client’s authentic uniqueness. The Powers Company immediately embraced the campaign’s new positioning.

“At The Powers Company, we don’t see ourselves as consultants. We’re collaborators who partner with your team and leverage the ‘Power of UN’ to unleash your organization’s true potential,” said Randall Powers, President and Managing Partner of The Powers Company. “It’s an uncommon approach you won’t find anywhere else except from our unsultants.”

In addition to new branding and a redesigned website, Schifino Lee developed an integrated campaign of web videos, emails, social media elements, and various collateral pieces that bring the unsultants philosophy to life.“We created a visual language for this campaign that’s as unique, professional, approachable, and unstuffy as the unsultants themselves,” explains Schifino Lee Associate Creative Director, Kevin Byrd. “No matter what medium we’re playing in, it instantly stands out in the category as The Powers Company.”

The unsultants campaign, produced by Schifino Lee, was recently awarded a local Gold ADDY in the Integrated/Regional B-to-B category of the 2015 American Advertising Awards.

To see more of our latest work, visit www.SchifinoLee.com.

Schifino Lee - 9:51 am June 11, 2015

Schifino Lee Keeps Tampa Bay Beautiful

You might’ve noticed that a new sign has gone up on Bayshore just before the Bank of Tampa, near the Schifino Lee office. The sign is a reminder to our agency and Bayshore drivers to keep our watershed litter free. As part of the “Keep Tampa Bay Beautiful” program, we have adopted 1 mile of Bayshore Boulevard and pledged to keep it clean. From West Bay Street to South Dakota Avenue, we are responsible for picking up debris and trash from the roadside, Bayshore’s sidewalk, and the grassy area between to keep one of Tampa’s most beautiful areas pristine.

“Keep Tampa Bay Beautiful” strives to provide environmental education and volunteer opportunities to the citizens of Tampa Bay. The program creates environmental awareness, encourages and develops environmental responsibility and stewardship throughout the community, provides community service opportunities, and empowers individuals, corporations, and groups to take a proactive approach to environmental concerns.

Schifino Lee completed three clean-ups in 2014 and is excited to continue service in 2015. Last April, our friends at Westshore Pizza even joined us in the clean-up. Getting outside to give back to the community and spend some time in the sunshine is one of our favorite breaks from the everyday routine at the office.

We are so proud of the work we do at the agency, both in the office and out in the community. Schifino Lee looks forward to many more years of service in our beautiful Tampa Bay!

 

Schifino Lee - 10:30 am June 9, 2015

Creating A Sharper Brand Image for MaxiVision

With many new competitors entering the eye health dietary supplement space, MedOp Inc. knew it was critical that they revamp the look of their MaxiVision line of products. So they reached out to Schifino Lee to partner with them on the development of a new brand identity, along with packaging, that reflected their high-quality premium products which improve and maintain vision affected by age-related macular degeneration.

The result is a lineup of sleek, clean designs for MaxiVision’s bottle labels, boxes, and drink packets. A fresh color system was utilized to differentiate between each of the product offerings: Eye, Eye & Body, Whole Body, and Ocular.productdisplay

“Schifino Lee gave us the fresh, contemporary update our products needed,” claims Brenda Gaulin, MedOp Director of Marketing. “Reaction to the new packaging has been very positive from our team and our customers.”

Once the packaging redesign was complete, the Schifino Lee team moved on to creating promotional support including point-of-sale displays, trade show banners, a presentation box, and an engaging outreach campaign that targeted optometrists.

To see more of our recent work, visit SchifinoLee.com

Schifino Lee - 4:53 pm May 4, 2015

Schifino Lee Wins Big at the 2015 ADDY District Competition

This past weekend, the Schifino Lee team took home a Gold + Charlie Award  for Best Overall Newspaper Ad for our Sweetwater Organic Newspaper campaign as well as several Silver awards at the American Advertising Federation’s 2015 District ADDY competition in Orlando, Florida. Next up, Nationals in Las Vegas!

Schifino Lee - 12:34 pm May 1, 2015

A Memorable Taste of Reality For Spring Interns

As we bid a fond farewell to April, so too do we say goodbye to our spring class of Account and Creative interns. And how better to capture the value they got from their real world experience then to hear directly from a few of them.

Alexis Kressu, Account Services Intern

“Interning with Schifino Lee has taught me how to think outside the box using an original, strategic mindset. As an Account Service intern, I had the opportunity to work closely with the Account, Media, and Creative departments as well as several clients in the Tampa Bay area. I enjoyed assisting with photo shoots, creating competitive analyses for new accounts, and gaining experience as to how an ad agency truly operates. Being a Marketing major had restricted my ability to see the artistic side of things. At Schifino Lee, I developed an appreciation for graphic design and branding. As I pursue future endeavors, I hope to find an agency where I can apply my extended knowledge in the advertising field.”

Carlos Agatep, Account Services Intern

“Schifino Lee gave me my first real-world taste of what their website calls “the secret strategic sauce”. Over the last three to four months, I’ve had the chance to try the “sauce” with just about everything: aiding the Account team in developing competitive analyses for clients of various industries; performing market and media research for media buying purposes; and seeing first-hand what creative minds can develop to help keep businesses relevant in their respective industries. The team at Schifino Lee has a perfect blend of incredible work ethic and the ability to have fun. It reminded me why I wanted to get into Advertising in the first place – it doesn’t feel like just a job, it’s something I love. As I leave Schifino Lee, I hope to find a team of my own to improve upon the recipes for success I’ve had while tasting their secret sauce. I’ll be looking for my shot to use my strategic mindset with creative expression in the Tampa Bay area. I leave with a greater understanding of what advertising is truly like in application, the myriad opportunities I can have within an agency, and a desire to be part of the industry more than ever before.”

Tom VanderVelde, Creative Intern

“When someone asks me what I learned, I always have trouble answering. In fourth grade Science, I could just say something like “the mitochondria is the powerhouse of the cell,” and that would be good enough. But this is a little more abstract. I definitely learned things during my time at Schifino Lee, I’m sure of it. Just this morning, I learned that popping your knuckles isn’t bad for you, or so Dan claims. Beyond that, I got the quintessential “experience in an agency setting” that all advertising job postings ask for. Prior to interning, I attended portfolio school, which was supposed to emulate an agency setting. I have to say, nothing compares with the real thing. Schifino Lee is an excellent place to get the real thing: small enough that I know everyone by name, but big enough that there are some really cool projects to work on. As I move on to the next big thing in my career, I’ll fondly remember my time in the creative department, and I’m really grateful for the opportunity to work with some great people.”

The Schifino Lee team wishes all of our Spring 2015 interns the best of luck in their future adventures as we now turn to plans for giving our upcoming summer interns a true taste of the real ad biz.

Schifino Lee - 10:42 am April 7, 2015

National Beer Day

National Beer Day

In honor of National Beer Day, let us toast the benefits of liquid inspiration!

Schifino Lee - 10:40 am April 3, 2015

Tom’s Thoughts: Grape-nuts

Tom's Thoughts: Grape-nuts

Always Deep.

Schifino Lee - 10:34 am March 19, 2015

Tampa Bay Beer Week: New Keg

The Patmeister

In celebration of Tampa Bay Beer Week, a new keg was tapped last week at Schifino Lee. The Patmeister presents our latest ‪#‎beer‬ offering: “Wheat Stroke”, from Ybor City brewers, Coppertail Brewing Co. “Wheat Stroke” is a smooth and refreshing American ale with a hint of citrus that quenches the thirst during this 86 degree ‪‎Florida‬ spring day. Come stop in and share a pint with us.

Schifino Lee - 10:07 am March 12, 2015

Schifino Lee Hires Train Robber and YouTube Star for Creative Team

There are a couple of talented new art and copy slingers at Schifino Lee with an arsenal of creative experience behind them. Beyond their award-winning work and experience with national advertising campaigns, they’re also pretty cool guys.

Mike Looper, Copywriter

Mike “Loop” Looper claims to be a former train robber and a one-time almost-extra in a George Clooney movie, though it’s his skills as a writer that make him an excellent addition to our creative team. He’s worked on projects for HondaJet, Lowes Foods, BASF, ABC Fine Wine & Spirits, Moffitt Cancer Center, Ekornes, Lennar Homes, S&N Communications, Polivka International, and Texas Children’s Hospital. Before getting into advertising, Loop studied Writing and Media Studies at the University of North Carolina at Greensboro. Using the majority of what he acknowledges as an “empty head”, Loop brings an exciting new point of view, voice, and personality to a wide variety of Schifino Lee clients.

Jon Rodriguez, Senior Art Director

Jon “No Nickname” Rodriguez is an Art Director/Carl Sagan superfan with considerable talents as an illustrator and designer. He also writes and produces his own music and, just to round out the triple-threat, he hosts a show broadcast on YouTube called Zen with Ben. He’s worked on projects for Toyota, Baskin Robbins, Dunkin Donuts, Buffalo Wild Wings, Shoe Carnival, Publix, Sweetbay Supermarket, the Tampa Bay Lightning, the Tampa Bay Rowdies, Florida’s Natural, and Costa Rica Tourism. Prior to working in advertising, Jon exhibited his illustrations in galleries across the country with some of his work being featured in various books and art blogs. He earned his degree in Graphic and Interactive Communication at Ringling College of Art and Design.

If you see them, welcome them to the Schifino Lee family, and be sure to call them by the wrong name.

Schifino Lee - 2:32 pm March 3, 2015

Our Biggest Night Ever at the Tampa Bay American Advertising Awards

Last Thursday night the Schifino Lee team attended the American Advertising Awards Gala (they’ll always be the ADDYs to us) at Port Tampa Bay. We won big, coming home with 13 awards including 7 Golds and 2 “Best of the Bay” trophies. Here’s a list of everything we won:

  • Best of the Bay, Gold, and two Silver awards in Newspaper, Color category for Sweetwater Organic Farm, “Ourganic is Better Organic”
  • Best of the Bay and Gold award in Advertising Industry Self-Promo category for “Be the Santa Toy Drive”
  • Gold award for Gerdau Ameristeel “New NY Bridge” print ad
  • Gold awards in Digital Advertising and Elements of Advertising categories for Ameriflight website and photography
  • Gold award in Integrated Campaigns category for The Powers Company’s “The Power of Un” campaign
  • Gold award in Elements of Advertising category for P&S Transportation photography
  • Silver award in Radio, Campaign category for Lizard Juice
  • Silver award in Television category for Tampa’s Lowry Park Zoo’s “London Frightmare” TV commercial

The American Advertising Awards, formerly the ADDYs, is the advertising industry’s largest and most representative competition for creative excellence. It attracts over 40,000 entries every year in local ADDY competitions. Thursday night’s local show was sponsored by AAF Tampa Bay. The winning work now moves on to the district level competition in Orlando on May 2 for a chance to compete at the national level in Las Vegas in June.

Thank you to all of our wonderful clients and production partners! We’re grateful for the opportunities we’ve had to produce excellent work this past year and we’re committed to raising the bar even higher next year.

Schifino Lee - 11:44 am February 26, 2015

Schifino Lee Named Agency of Record for Gasparilla Interactive Festival

Schifino Lee has partnered with the first-ever Gasparilla Interactive Festival (GIF) as Agency of Record and a festival Founder. The GIF festival, to be held on March 6, 2015, is anticipated as the Southeast region’s showcase event for cutting-edge technologies, digital innovation, and entrepreneurial inspiration as well as a long-awaited addition to Tampa Bay’s multi-faceted Gasparilla Arts Month.

Schifino Lee agreed to the pro bono agency partnership with GIF including the creation of branding, logo, print ad campaign, posters, a website, visual designs, broadcast radio, and festival banners. The concept for GIF’s branding evolved out of the festival’s focus on interactivity and connectivity: each part of the logo is autonomous yet, when banded together, creates something greater than each individual part.

“Our commitment to the Gasparilla Interactive Festival aligns with Schifino Lee’s goal to seek out new and innovative creative solutions in the digital world; the fact that it also supports Tampa’s business and creative communities makes our support even more important,” said Paola Schifino, Principal and Co-founder of Schifino Lee. “We are honored and excited to be involved with this inaugural festival and look forward to this event being an integral part of the Gasparilla season.”

In addition to becoming integrated into the Tampa Bay Area’s festival-packed Gasparilla season, March 6, 2015 has been named “Gasparilla Interactive Festival Day” in Hillsborough County by the Hillsborough County Board of Commissioners and District 2 County Commissioner Victor Crist.

The festival features compelling presentations and forums from the brightest minds in emerging technology, interactive media, and disruptive entrepreneurialism. It includes exciting networking events hosted by industry leaders, a keynote speaking series including Faris Yakob, Joanna Lord, and Peter Shankman, two speaker panels, and an expo open to the public.

The Gasparilla Interactive Festival is a community event organized by Gasparilla Interactive Festival Inc., a Florida non-profit organization which was founded by leadership members of the American Advertising Federation and Ad 2 Tampa Bay chapters. It is made possible through the collaboration of Tampa Bay’s public, private, non-profit, and academic institutions including Schifino Lee.

Schifino Lee - 1:25 pm January 29, 2015

Pumping Up a Unique New Fitness Brand

When the former Executive Vice President of Operations at Lifestyle Family Fitness and the founder of Advance Physical Therapy came to Schifino Lee with their innovative vision for a fully integrated fitness concept, we knew just how to whip their brand into shape for a grand opening.

Today’s workout achievers and weekend warriors are desperately looking for a combination of fitness, wellness, and recovery services previously only available to professional athletes. So, we created a name that perfectly captures the path of balance, performance training, recovery, and fitness education on which these individuals would travel to optimal fitness: BODYSSEY.

We brought these 4 fitness pillars and the BODYSSEY brand to life through logo design and brand identity elements, followed by a webpage, collateral, social media support, public relations, and dramatic oversized wall graphics to support their VIP grand opening.

The awareness and buzz we generated resulted in an outstanding event turnout along with strong consumer interest, media coverage, site traffic, and membership signups.

Schifino Lee - 5:01 pm January 15, 2015

Schifino Lee’s Creative Excellence is Rewarded with Three Davey Awards

Schifino Lee‘s work for three of our clients was honored with gold and silver trophies from the Davey Awards. These international creative awards recognize outstanding big ideas from small advertising and design firms around the world. Nominees are carefully selected by The Academy of Interactive and Visual Arts, which oversees all judging.

“Our agency is incredibly honored to be recognized with such prestigious, highly respected awards for our hard work and creativity,” said agency principal, Paola Schifino. “We’re a group of passionate, creative people who take pride in our work and are happy our passion came through in these campaigns.”

Schifino Lee won a gold award for HOPCO’s memorable direct mail campaign featuring actual worn out shoes, a silver award for posters promoting the Hillsborough County Bar Association’s Law & Liberty Dinner, and a silver trophy for Lowry Park Zoo’s WaZoo Beer Fest posters with bottle cap animal art created by our team.

Schifino Lee - 1:16 pm January 9, 2015

Schifino Lee Named Agency of Record for Gasparilla Interactive Festival


The first Gasparilla Interactive Festival will be held on March 6, 2015 as part of Gasparilla Arts Month at Port Tampa Bay, Cruise Terminal 3. The Gasparilla Interactive Festival is Tampa Bay’s showcase for cutting-edge technologies, digital innovation and entrepreneurial inspiration.

The Gasparilla Interactive Festival features compelling presentations and forums from the brightest minds in emerging technology, interactive media, and disruptive entrepreneurialism and includes exciting networking events hosted by industry leaders. The event will have a series of speakers and an expo. Confirmed speakers include Faris Yakob, Joanna Lord, and Peter Shankman. More speakers will be announced in the coming month.

The festival is a community event and is made possible through the collaboration of Tampa Bay’s public, private, non-profit, and academic institutions. Partners of the Gasparilla Interactive Festival include AAF Tampa Bay, Ad 2 Tampa Bay, Hillsborough County, EDI2, Schifino Lee, the University of Tampa, Port Tampa Bay, Visit Tampa Bay, and the Gasparilla International Film Festival.

“Our pro bono commitment to the Gasparilla Interactive Festival shows our dedication to and support of the digital and creative industries in the Tampa Bay area,” Paola Schifino, co-founder of Schifino Lee and the designers of the festival’s logo, website and branding materials.

The festival is organized by the Gasparilla Interactive Festival Inc., a Florida non-profit organization that was founded by leadership members of the American Advertising Federation and Ad 2 Tampa Bay chapters. Founders of the festival include Akerman LLP, de la Peña & Holiday LLP, Hillsborough County, EDI2, Pinstripe Marketing, Port Tampa Bay, Tricycle Studios, Sign-Age, Ad 2 Tampa Bay, and AAF Tampa Bay.

Attendees can register beginning today at an Early Bird rate of $125 or purchase a Founder’s Club membership for $1,000. Founders and sponsors will be invited to an Opening Reception on Thursday, March 5 in the evening. Visit www.gasparillainteractive.org to register and for more information.

Follow the Gasparilla Interactive Festival on Facebook and Twitter for updates.

Schifino Lee - 4:14 pm December 22, 2014

Schifino Lee Takes Ameriflight’s Brand to New Heights

Ameriflight, the world’s largest regional air cargo carrier, looked to Schifino Lee to help them develop a clear and consistent brand which embodied their focus on customer service. In addition, they wanted to feature the true heroes of their business: their people.

Schifino Lee brought these ideals to life with Ameriflight’s new “Above & Beyond” campaign. Original photography featured their mechanics, pilots, and employees front and center. A new Ameriflight website and new collateral explained how Ameriflight’s people go above and beyond in all aspects of their work.

The website was developed around an innovative bottom-to-top parallax design which literally takes visitors from the ground up into the clouds. It also features a dynamic aircraft gallery, interactive route maps, and a media center with company news, videos, and downloads.

The new branding positions Ameriflight as the industry-leading company they truly are. To view the website or find out more about Ameriflight, visit www.Ameriflight.com.

Schifino Lee - 1:53 pm December 12, 2014

Help “Sabrastian” Find a Home for the Holidays

This year, in keeping with our tradition of Random Acts of Merry, the Schifino Lee team is putting our considerable creative talents to work helping a pair of “adoption-challenged” canines find a loving home in time for the holidays.

To hear their touching backstory, see our efforts to raise awareness, and find out how you can help, check out our “Two Is Hotter Than One” video.

To follow their story and spread the good word about these wonderful pooches, like us on Facebook.

Happy Holidays from everyone at Schifino Lee.

Watch the video we made to help support Sabrastian and find them a forever home this holiday season:

Schifino Lee - 1:46 pm December 11, 2014

Schifino Lee Advertising + Branding Wins Six National MarCom Awards

 

Schifino Lee was presented six 2014 MarCom Awards honoring its creative advertising campaigns for Ameriflight, Sweetwater Organic Community Farms, Tampa’s Lowry Park Zoo, P&S Transportation, and the Hillsborough County Bar Foundation. The MarCom Awards are judged by the Association of Marketing and Communication Professionals, an international organization which consists of several thousand leading creative professionals.

Schifino Lee was awarded two Platinum Awards, one for Ameriflight’s “Above & Beyond” website (www.ameriflight.com), and one for Sweetwater Organic Community Farms’ print advertising campaign. They were also honored with four Gold Awards, one each for Tampa’s Lowry Park Zoo’s Wazoo “Bottle Caps” poster series, Ameriflight’s “Hero Pilots” photography, P&S Transportation’s “Truckers” photography, and the Hillsborough County Bar Foundation’s annual Law & Liberty Dinner poster featuring speaker Ben Stein.

“We’re incredibly honored to be recognized with such prestigious and highly respected awards for our innovation and creativity. We are a passionate and creative team who takes great pride in what we do and it comes through in our work,” says Paola Schifino, Principal at Schifino Lee.

The MarCom Awards is a national creative competition sponsored by the Association of Marketing & Communications Professionals. The award recognizes individuals or companies involved in the concepting, writing, and design of print, visual, audio, and web materials and programs. The MarCom statuette graces the trophy cases of top businesses and communication firms throughout the world.

Schifino Lee - 11:46 am November 19, 2014

New Branding for An Established Leader: Great Insights + Passions = Greater Outcomes

Tindale Oliver has provided industry-leading planning, design and engineering to public and private sector clients throughout the United States since 1989. However, the company’s image and message had not kept pace with its national growth and expansion of service offerings. So Schifino Lee was engaged to refresh Tindale Oliver’s branding, website and collateral as part of its 25th anniversary.

Schifino Lee brought this plan to life with a new brand positioning: “Great Insights. Greater Outcomes.” It demonstrates how the company’s depth of knowledge results in unique solutions for clients. Schifino Lee brought the campaign to market with a new logo, new case studies, new website, and new corporate identity as well as new collateral and digital materials.

More importantly, Tindale Oliver’s updated branding was well received by their clients:

“The site and mission are wonderful! You can tell how much research and planning it took to make that happen. Not to mention some amazing java script work! You should be very proud! Congrats!”
– Marissa Segundo, Recycling Coordinator with City of Largo

“We here at HCPS just rolled out a new design as well – I looked at yours and felt so ‘invited’ to click in further and further. So easy to navigate…pleasing to the eye and an easy-to-use page.”
– Lorraine Suarez, General Manager of Growth Management & Planning with Hillsborough County Public Schools

Tindale Oliver also saw a dramatic increase in website engagement following the rebrand launch. The number of viewers on the site nearly tripled from August to September from 650 views to 1,687, with new visitors also tripling from 431 to 1,110.

Tindale Oliver’s rebranding effort was featured in the Business Observer on September 26. To view the article click here.

For more information about Tindale Oliver, please visit tindaleoliver.com.

Schifino Lee - 5:10 pm November 5, 2014

Schifino Lee Advertising + Branding Honored with Three Davey Awards

Schifino Lee was recently presented three Davey Awards honoring its creative advertising campaigns for HOPCO Foodservice Marketing, the Hillsborough County Bar Association’s Law and Liberty Dinner, and Lowry Park Zoo’s WaZoo Beer Fest.  The Davey Awards are judged and presented by The Academy of Interactive and Visual Arts.

The Davey Awards are international creative awards focused exclusively on honoring outstanding creative work for the best small firms around the world. Nominees are carefully selected by The Academy of Interactive and Visual Arts who oversees all judging and maps the strategic direction for the Davey Awards program.

“We’re incredibly honored to be recognized with such a prestigious and highly respected award for our hard work and creativity. We are a group of passionate and creative people who take pride in our work. We are happy our passion was able to come through in our campaigns,” says Paola Schifino, Principal at Schifino Lee.

Schifino Lee was awarded a Gold Award for HOPCO’s Direct Mail creative campaign and two Silver Awards for promotional materials surrounding the Law and Liberty Dinner and Lowry Park Zoo’s WaZoo Beer Fest.

 

Schifino Lee - 3:15 pm October 30, 2014

What Is In a Name?

Dayton Hudson Corporation became Target and has shown growth in the billions. The Quarrymen became The Beatles and took the world by storm. In 2010, Schifino Lee helped Network Liquidators become  VOLOGY and it has grown into a  $100 million+ success story today.



Our philosophy is: A brand’s culture guides its name choices.  A name choice can inspire a culture.

That’s why when we brand or rebrand, name or rename a client’s business we make sure we take not only its vision and culture into consideration, but also that client’s customers and their needs, the competition, market atmosphere, and trends.

There has to be criteria for naming and branding a company or consumer product: features and attributes, brand promise, emotional and functional benefits, goals, consumer insights, and there also has to be a strategy for communicating what the new brand and name means to its consumer, what they can expect from this newly named or rebranded product, service or company.  Finally, there needs to be a concerted outreach to your target audience in the form of advertising, direct communications (email or direct mail), digital presence, etc.  You can’t just build it and they will come, your customers need to know why to pay attention and take action.

Nike and Target established their cultures, their brands, and the spent time and money to tell those stories which enabled them to drop their names from their logos, only use their logos and still have everyone know who was speaking to them. Their personas grew from great communications with their consumers and have become known to stand for the culture they have built.

So what’s in a name?  Maybe millions.  In fact,  we recently rebranded a client who then sold their brand and name for $5 million.

Schifino Lee - 11:33 am October 22, 2014

Terror Has a New Address and We Helped Put It There

To scare up ticket sales for ZooBoo, the annual Halloween event at Tampa’s Lowry Park Zoo, Schifino Lee created a frightening new advertising campaign that’s currently running throughout Tampa Bay. Print ads, billboards, digital, collateral materials, radio, and even TV, all feature creepy creatures from ZooBoo’s newest haunt, London Frightmare.

“Each year, we gather as a team with the client and brainstorm innovative ways to up the ante from the year before,” said Dan Stevenson, Executive Creative Director at Schifino Lee. “London Frightmare will be an eerie yet fun campaign to promote this annual event.”

Set in 1800’s London as evil overruns the city, London Frightmare features werewolves, a Jack the Ripper-type character, creepy storefronts, a haunted toy shop, and more. It’s one of six haunted houses at ZooBoo, which is open during select nights in October.

Company Man Studios handled production, graphics and editing of the TV commercial. Sound Asylum provided the audio mix for TV and produced the radio spot. Schifino Lee Art Director (and aspiring actor) Pat Floyd was voice talent and on-screen talent for the broadcast spots.

Watch the final spot here:

Schifino Lee - 5:23 pm October 21, 2014

Schifino Lee Creates Original Artwork to Promote Tampa Museum of Art’s Pavilion XXIX Gala

Original artwork created by Schifino Lee Advertising + Branding is being used to promote the Tampa Museum of Art’s Pavilion XXIX gala. The artwork features the human form illuminated by glowing hand-drawn letters in multi-colored light, depicting the word “Pavilion” and the museum’s logo.

The artwork conveys the fundraising event’s theme, “Immersion of Light & Art,” as well as the immersive experience attendees can look forward to. Schifino Lee created the black-tie gala’s invitations, posters, Save-the-Date mailings, and patron invitations. Schifino Lee contributed its work pro bono in support of the museum and its arts culture.

Pavilion, in its 29th year, is Tampa Museum of Art’s premier black tie gala and its biggest event of the year with over 400 people anticipated to attend. The event will feature fine dining, music, dancing, a live auction, and an original interactive art installation created by Chicago-based Luftwerk to be unveiled during the event.

“This year Schifino Lee embraced Pavilion’s use of artistic and freeform illumination to reflect the theme in a new and different way,” says Ben Lee, a Founder and Principal at Schifino Lee.

Pavilion XXIX will be held on Saturday, November 1st from 7:00 p.m.-12:00 a.m. Visit http://tampamuseum.org/pavillion-xxix/ for more information.

Schifino Lee - 3:04 pm October 7, 2014

Schifino Lee’s Triple-Load of New Talent

To ensure our clients get the freshest thinking and highest quality work, we’ve added three outstanding young members to our account and creative teams: Junior Art Directors Heather Fitzpatrick and Heather Fako, along with Account Executive Kendra Mahon.

Kendra Mahon, Account Executive

Kendra brings extensive agency experience to Schifino Lee in tourism and hospitality having worked with brands such as VISIT FLORIDA, Visit Tampa Bay, The Epicurean Hotel, and The Dali Museum. Before Kendra began her agency tenure, she worked on global branding and original content development for the IRONMAN brand and the World Triathlon Corporation.

A Boston native, Kendra moved south to earn a double major in Creative Writing and Communications from the University of Tampa before gravitating to the account side of the business. She’s fond of Tina Fey’s approach to life and business challenges, “Say yes and you’ll figure it out afterwards.”

Heather Fitzpatrick, Junior Art Director

Originally an intern for our agency, we liked “Fitz” so much, we recently made her a full-time part of the creative team. Before joining Schifino Lee, Heather had valuable internships at Atlanta’s Finished Art Inc, and Philly shops Lunchbox Communications and the Foster & Redmond Creative Agency. Her diverse client experience includes Coca-Cola, Odwalla, PBS Sports, Zoo Miami, and Constitution Center.

Heather is a University of Tampa alum with a Bachelors of Fine Arts in Graphic Design. She likes Andy Warhol’s belief that, “Everything has its beauty, but not everyone sees it.”

Heather Fako, Junior Art Director

Our other new Heather (Heather Fako), also a junior art director, comes to Schifino Lee from Chicago by way of Tempe, Arizona. She has impressively diverse agency experience with clients such as Heineken, Jim Beam, Xcel Energy, Boston Scientific, Fairmont Hotels, and Invetech. Heather’s not only a talented graphic designer and art director, she knows her stuff when it comes to animation and motion graphics too.

Born and raised in Chicago, she headed to Arizona State University for her BS in Visual Communication Design before venturing to Europe to study abroad for nine months.

Please join us in welcoming Kendra and the Heathers to the Schifino Lee team.

Schifino Lee - 4:57 pm September 18, 2014

Who Created a Winning Case with Ben Stein? Anyone? Anyone? Schifino Lee.

 

The Law & Liberty Dinner is an annual fundraising event put on by the Hillsborough County Bar Foundation that Schifino Lee has been a creative partner for since 2008. Once again, we developed the creative materials used to introduce the keynote speaker and attract donors for the event. This year’s speaker was Ben Stein, who most people know for his role in the movie Ferris Bueller’s Day Off or the Clear Eyes commercials. But he’s much more than just a one-trick pony.

In addition to being an actor, Ben Stein is truly a jack of all trades: attorney, economist, professor, Wall Street Journal columnist, political commentator, speech writer and Emmy-winning TV game show host. So it seemed only fitting to commemorate this modern-day Renaissance Man by creating a bust in his likeness—which was used in all event collateral and communications, including a print ad, invitation and on the program cover. The result? The 550-seat ballroom at Hilton Downtown Tampa was packed with Foundation members anxious to hear Mr. Stein’s words of wisdom.

During a photo opp at the event, the team had a brief chat with Mr.Stein. After learning Schifino Lee was responsible for the event’s creative, he asked where the physical bust was. Unfortunately we had to break it to him that it was all done on the computer. We’ll take that as a compliment.

Schifino Lee - 11:46 am August 29, 2014

The art of media planning/buying at Schifino Lee

Summer intern Paige Colloredo provides this entry about her impressions of learning the art of media planning/buying at Schifino Lee.

I am extremely thankful for the internship opportunity Schifino Lee gave me this summer. The lessons I have learned and experience I have gained will aid me not only in the post-graduation job search, but also throughout my future career as an advertising professional.

I began my internship at Schifino Lee as an enthusiastic yet inexperienced advertising student, vastly unaware of how an advertising agency even worked. As a rising senior, I still had no idea how the information I learned in my advertising courses was applicable to the real world. I knew I was interested in media but was unsure of how media planning and buying worked. Through my internship I have acquired a thorough understanding of the media process, i.e. conducting research, developing the plan, negotiating with media vendors, trafficking ads, reporting results, reconciliation, etc.

In addition to the media experience I have attained, I have learned how an agency works and what is expected of employees in each position. The upbeat and positive people at Schifino Lee have revealed the utmost importance of being able to work well with a team. I have learned that being able to communicate effectively with colleagues allows for projects to be completed quickly and effectively. Schifino Lee has provided me with the advertising experience that is crucial in moving forward with my career plans. The firm’s inviting culture allowed me to easily ask questions and gain hands-on experience in advertising.  I especially enjoyed how the team bonded in and outside of the office. I can only hope to find a job somewhere as remarkable as Schifino Lee.

I cannot fully express my appreciation for the entire team here, especially Tamara.  I will forever be grateful for the time she has invested into making my experience here at Schifino Lee exceptionally rewarding.

Schifino Lee - 4:21 pm August 21, 2014

Paola Schifino, Principal and Founder of Schifino Lee, To Speak at AAF AdSessions Event

We are proud to announce Paola Schifino, Principal and Founder of Schifino Lee Advertising & Branding, will be featured as a panel member at the AAF AdSessions event next Thursday, August 28. Find more information and receive a coupon for your attendance fee here.

Schifino Lee - 12:03 pm

New International and Digital Firepower for Schifino Lee

As our client roster continues to expand, so does our creative team. Two new senior level additions bring over 25 years of industry experience to Schifino Lee, along with vital digital skills and some international flair.

Howard Beauchamp, Senior Art Director

The agency’s first British art director, Howard Beauchamp, has a resume packed with over 15 years of award-winning work for some of the world’s most iconic brands, including Mercedes-Benz, Volvo, Panasonic, Labatt Breweries, Roche and Proctor & Gamble. After stints at top shops like TBWA/UK, Chiat Day and Crispin Porter Bogusky in Canada, Howard made his way to the states. Over the years his work has been used to inspire university students and snagged prestigious awards like a Gold Lion at Cannes and Gold at The One Show, to name a few. Howard’s work has even been inducted into the Canadian Advertising Hall of Fame. His creative philosophy is nicely captured by ad legend John Cage: “I can’t understand why people are frightened of new ideas. I’m frightened of the old ones.”

Pat Floyd, Digital Art Director

Arming the agency with more web design, graphic design and brand-building firepower is art director Pat Floyd, whose client experience runs the gamut from tourism to medical to e-commerce. He’s loaded up on his fair share of awards at a variety of Bay Area graphic design firms and ad agencies after graduating from USF with a B.A. in Mass Communications. His creativity even extends to the musical world where his tunes have gotten airplay on stations as far away as Belgium. He loves the creative challenges he tackles each day, because as Ursula K. Le Guin puts it, “The creative adult is the child who has survived.”

Please join us in welcoming Howard and Pat to the Schifino Lee team.

Schifino Lee - 5:33 pm August 18, 2014

Schifino Lee says Bon Voyage to Jazz guitarist Les Sabler

Les Sabler, famous jazz guitarist, played what will be his last show in Tampa Bay for a while at the Lobster Pot inClearwater last night.  He is leaving the Bay area after 36 years of playing great music and handling commercial real estate. Sabler is off to Nashville with his wife to produce more CDs (he has seven out already) in his new home which includes a private recording studio.

He’ll be back for several engagements in the Bay area next year, so be on the look-out. We wish him well and look forward to his next release!

Schifino Lee - 9:25 am August 14, 2014

Summer Sets On a Hot Group of Interns

 

It’s been an incredibly busy, exceptionally successful summer here at Schifino Lee. A big part of that is due to the outstanding class of summer interns we were able to round up. Our creative, media and account teams all benefitted from these six smart, spirited, and hungry to learn newbies. So as summer wraps up, we want to profile what lies ahead for each.

Heather Fitzgerald, Creative Intern                 

To say Heather is a self-motivated, go-getter is an understatement. Originally from Philly, she’s a recent University of Tampa grad with a B.A. in Graphic Design. Her passion for design and branding proved so infectious, and the speed and quality of her work so good, that we decided to bring her on as a full-time Junior Art Director.

Rebecca Scott, Account Service Intern                                                              

Energetic, confident, and curious about all aspects of the business, Rebecca recently graduated from the University of Florida with a B.A. in Philosophy and a minor in Anthropology. Her combination of smarts, efficiency, positivity and openness to learning earned her a full-time role with our account team. Go Gators!

Malcolm Vieux, Creative & Account Service (hybrid) Intern                                                              

Fascinated by the influence advertising has on pop culture, Malcolm plans to one day use that power to create healthy social change. He certainly had a big influence on the agency’s work, both on the account side and creatively as a writer. This Fall he’s headed to Chicago to land a big-league ad gig and to pursue grad school as well, building on his B.S. in Business Administration from High Point University.

Paige Colloredo, Media Intern                                                                        

Prior to her senior year this Fall as an advertising major at the University of Florida, Paige wanted to get ahead of the curve through some real-world experience. She got plenty of that and more working closely with our media team. Armed with new knowledge and skills, she should be well on the way to her goal of becoming a media planner in New York, L.A. or Nashville.

Katey Powers, Account Service Intern  (Not Pictured)                                                    

With a strong business sense, and knack for sales and advertising, Katey knew the right internship could help her focus her professional goals and her future. As a go-to resource for the entire account team, she got invaluable exposure to the ad business that will serve her well as she continues her marketing major at Liberty University in Virginia.

Sierra Starkey, Creative Intern                                                                 

Originally studying Pharmaceuticals at the University of Florida, Sierra made an impulsive move to graphic design her sophomore year. Good thing for us, because we put her design skills to good use on several big projects. She’s returning to UF in the Fall to start the upper division BFA program and serve as the university’s social media design intern.

 

We’re proud to welcome some of our summer intern class as permanent members of the Schifino Lee family and wish all the best to the rest who’ll be sorely missed by colleagues and friends. Now…time to get started on Fall intern interviews!

Schifino Lee - 4:01 pm August 6, 2014

Schifino Lee repositions NorthStar in new “Bank Up” campaign

With Florida’s economy on the rise, NorthStar Bank sought to redefine the banking experience for Tampa Bay area businesses. NorthStar engaged Schifino Lee to create an equally compelling brand strategy that positions them as the community bank for the business community.

Through discovery, Schifino Lee discerned that NorthStar’s target audience wants a business bank that’s safe, stable and understanding of their whole financial picture. The target audience – small and medium-sized businesses and professional services – desire all the services of a big bank, but the courtesy and relationships of a community bank.

Aligned with this insight, the new campaign utilizes the aspirational tagline ”Bank Up” to reinforce that NorthStar Bank provides them with the strength, support and integrity they need to be bold and grow their business. NorthStar Bank President & CEO, David Stone, further defines “Bank Up” as, “Doing the unexpected to deliver unparalleled customer service and quality products to the Tampa Bay community.”

The new brand positioning was successful in creating an overarching image for all of NorthStar’s communications including website design, brochures, in-lobby posters, billboards, app icon, and revitalized logo.

To find out more about NorthStar Bank visit NorthStar-Bank.com.

Schifino Lee - 5:31 pm July 30, 2014

What Netflix’s rise in subscriptions really means

Why the rise of Netflix and other on-demand video services make product placement even more essential.

Netflix’s recent surpassing of 50 million subscribers (the equivalent of approximately 16% of the U.S. population) this week has us thinking. If this is going to be the next primary way to view programming, will traditional video ads still be as affective?

My belief is no. Of the many reasons why people abandon cable and opt for streaming, one of the key motives is the fact that streaming services offer less ads and more content. So if the market heads in the direction where video ads become limited the industry must take full advantage of an age-old strategy; product placement.

This strategy has been used extensively in Netflix’s original programming; most notably “House of Cards”; while on the other hand broadcasting companies have yet to place as high of an importance on this tactic. This will become a monumental advantage for Netflix as streaming becomes the norm. They will gain the ability to outbid such powerful broadcasters as Disney, Time Warner and NBCUniversal for advertising sponsorship due to their programming’s ability to spark more consumer interest in products/ services and promote more action.

Schifino Lee - 3:26 pm July 21, 2014

iBeacon brings light to foggy marketplace

Apple has implemented an indoor proximity system known as iBeacon into the newer generations of their devices.  These tiny, inexpensive, Bluetooth transmitters will provide device users with better location-based information and services; FourSquare and Groupon being examples of benefactors. Since iBeacon must be activated with the downloading of an app, the potential consumers opt in to viewing this content. So, what does this mean for advertisers? Everything.

In addition to making these services better, iBeacon transmitters will (upon app installation) stay alert for transmissions within range pertaining to sales and specials by local vendors. So if a device user were to pass by a beacon in a shop, after 20 seconds of remaining within range the retailer’s app would send the passerby’s device a transmission displaying an ad.

This is incredibly useful technology for advertisers. Those who choose to download the app have voluntarily made themselves susceptible to receiving advertising content. This allows a vendor to attain better engagement. First, the passerby is open to receiving content; second, they have been within a reasonable range of your store for 20 seconds or more. This leads to strategic targeting of people most likely to perform a transaction in your store. Coca Cola is one of the premier brands already strategizing on how to use this technology effectively.

(courtesy of zdnet.com)

Schifino Lee - 8:59 am July 2, 2014

Yes, you need a content marketing strategy

Content marketing is the creation and sharing of information to generate interest in a product or service. Despite over 73% of B2B companies utilizing content marketing as a part of their marketing strategy over half do not have a documented plan. Just like your marketing and media plan, a documented content strategy plan is necessary and should be included in your overall marketing plan (and budget) in order to measure success.

Randomly posting something to Facebook or LinkedIn won’t cut it! If your goal is brand building, relationship building, sales, thought leadership and/or lead generation, a consistent flow of valued information to your target audience is critical. Marketers use a variety of outlets to disseminate content and just like media there needs to be an integrated approach as everyone consumes information differently. Although videos and in person events can be more impactful, in many cases it doesn’t take much longer to repurpose a case study to an eNewsletter to a blog to a social media post.

Do you have a dedicated person overseeing your content management strategy?

Fact Source: Advertising Age : B2B Marketing Fact Pack

Schifino Lee - 3:43 pm June 23, 2014

Interactive Art Wall Goes Global

 

Candy Chang, is an artist who believes in the potential to explore the relationship between public space and personal well-being. We were immediately inspired with her project Before I Die, where she transformed an abandoned house into an interactive wall-art for people to write and share their wishes. Anyone walking by could pick up a chalk and join in. Thanks to street art loving and passionate people around the world, Chang’s project went from inspiring hundreds of people in her neighborhood, to creating over 475 Before I Die walls in over 30 languages and 65 countries.

Check out the Walls Around the World.

 

Schifino Lee - 2:18 pm June 13, 2014

Marine Towing Dedication Ceremony

Schifino Lee and Press Marketing helped Marine Towing with the dedication ceremony of its newest tugboat, “Patriot” to the Port of Tampa last night at Channelside.

In addition to Steve Swindal, Chairman of Marine Towing, Major Bob Buckhorn spoke at the dedication.

The 150+ guests who attended the dedication ceremony toured the new tug and enjoyed a reception following on the Starship Dinner Yacht where they witnessed the firefighting power of the new boat.

See media coverage:  http://www.tampabay.com/news/business/catching-up-on-a-new-tugboat-and-port-plans-with-port-tampa-bay-chairman/2183903

 

Schifino Lee - 9:31 am June 12, 2014

Viva 6 Minute World Cup Ads

Summer intern Malcolm Vieux provides this entry about his thoughts on advertising during the World Cup.

The World Cup kicks off today at 4PM ET and goes until July 13. 64 games in five weeks. And every World Cup the world’s premier brands release ads that range in reaction from astounding to “What?” Personally, my favorites are short film-like commercials that span from three to six minutes. This year there are two that I find most impressive; Beats By Dre’s “The Game Before The Game” and Nike’s “Winner Stays”.

Interestingly, unlike prior years the number of YouTube views, Facebook shares, and Twitter interactions on these long commercials have skyrocketed before the first game ball has even been kicked. On YouTube Beats By Dre has surpassed 7.7M views and Nike sits at 73.4M views and climbing. This begs me to wonder, why are these lengthy commercials so successful when the average commercial length has shrunken due primarily to shorter attention spans?

In my opinion, it’s purely a matter of force versus consent. Social media allows people to access the content they want at their own discretion; so when they decide that this commercial looks interesting enough to click on it (due to the number of likes, retweets, favorites, or simply because it’s on their timeline) the ad has achieved consent. When this occurs, time is no longer the largest factor in achieving engagement, entertainment is. Unlike television which forces content on the viewer, social media does a phenomenal job of enticing consumers to view ads.

So the reason we’re able to see these great short-film style ads is because soccer is the world’s most popular sport and mediums like Twitter, Facebook, etc. have become popular enough globally to engage a substantial number of viewers.

 

Schifino Lee - 11:25 am May 15, 2014

Want proof of the power of email marketing? Check it out.

This week, we’re sharing insights on how to create successful email campaigns, using our own emails that were sent to top executives. Not to toot our own horn, but we sent out a series of nine eblasts over the past six months to a targeted database and it has significantly outperformed the industry average for open rates and click-through rates (CTR).

Now before outlining some factors that impacted our success, let’s look at the big reason for using email in the first place. According to The Direct Marketing Association (DMA) and Constant Contact, companies are seeing a sales boost of up to 40x their email investment. Which probably explains why many businesses are allocating a larger percentage of their marketing budget towards email marketing.*

A few things to keep in mind when developing an unbeatable eblast:

GO VISUAL OR GO HOME

Engaging photos and links to videos are proven to increase click-through rates. Our emails on ad campaigns for Alessi Foods and Westshore Pizza were the only ones featuring videos and delivered the highest CTR of all (3.87% and 2.41% respectively).

PINPOINT YOUR AUDIENCE
We purchased a targeted list of over 4,200 CEOs, CMOs, and Marketing VPs at Tampa Bay companies with sales of $25 million and up to receive our series of emails.

SUBJECT LINES MATTER

No matter how great your email is, it’s pointless if you can’t get recipients to open it. Subject lines need to be concise (ideally, under 40 characters), attention-getting, and relevant to the audience.

TIMING IS CRITICAL
Typically, Tuesdays, Wednesdays, and Thursdays are the days when prospects are most receptive to emails. First thing in the morning or after working hours are usually the best send times. Of course, the age range of your audience may also influence that decision.

BE MOBILE FRIENDLY
Over 50% of emails are now opened on smart phones, so your emails better look darn good on mobile devices as well as PCs.

*According to 2013 survey released by Vocus/Edge Research

Schifino Lee - 2:54 pm March 31, 2014

Schifino Lee wins 2014 Telly Award for Westshore Pizza TV commercial

Schifino Lee Advertising + Branding is proud to announce that it has been awarded a 2014 Telly Award recognizing  our “We Love Good” television commercial produced for Westshore Pizza & Cheesesteaks. The 34th Annual Telly Awards received nearly 12,000 entries from all 50 states and numerous countries.

The high energy, music-drive television commercial was shot at different locations throughout the City of Tampa including Bro Bowl, Historic Ybor City and Downtown Tampa. The spot also featured officers from the Tampa Police Mounted Patrol Unit as well as original music. The creative team included Executive Creative Director, Dan Stevenson, Sr. Copywriter, Kevin Byrd and Sr. Art Director, Curtis Elliot as well as videography and editing by Company Man Studios.

Founded in 1979, the Telly Awards is the premier advertising award honoring outstanding local, regional, and cable TV commercials and programs, the finest video and film productions, and web commercials, videos and films. Winners represent the best work of the most respected advertising agencies, production companies, television stations, cable operators, and corporate video departments in the world.

A prestigious judging panel of over 500 accomplished industry professionals judged the competition, each a past winner of a Telly and a member of The Silver Telly Council, upholding the historical standard of excellence that Telly represents. The Silver Council evaluated entries to recognize distinction in creative work – entries do not compete against each other, rather entries are judged against a high standard of merit.  For more information visit: http://www.tellyawards.com/

 

Schifino Lee - 11:02 am March 21, 2014

Schifino Lee expands its creative team

We’d like to introduce you to the two newest members of the Schifino Lee creative team – Kevin Byrd, Senior Writer, and Sara Haun, Production Designer. They bring valuable experience and talent to the agency and our clients.

Kevin Bryd, Senior Writer

Kevin’s diverse branding and digital experience with agencies in Dallas, Atlanta, and Tampa includes a long list of national and regional consumer brands like Best Buy, Crest, Greyhound, TGIFriday’s, Bright House Networks, and Moffitt Cancer Center. Here at Schifino Lee, he’s already been put to good use on Westshore Pizza, Homes by WestBay, and Tampa’s Lowry Park Zoo, among other clients.

A graduate of the University of Florida, as well as Atlanta’s Portfolio Center, Kevin believes in constantly evolving and educating himself to stay current in the world of marketing and advertising. “There are so many amazing creative opportunities out there thanks to new digital and social media platforms, if you know how to leverage them properly. It’s a really exciting time in the ad biz for brands of all sizes.”

Sara Haun, Production Designer

Sara honed her professional design skills on noteworthy clients such as Walt Disney World, Eckerd Youth Alternatives, Postcard Mania, and Masonite. She likes to stay up-to-date on other agencies and campaigns and particularly admires the current “Spread the Happy” campaign from Nutella.

She’s a University of Tampa alumni who hopes to learn as much as possible through her work and to make a name for herself while embodying Walt Disney’s words: “Do what you do so well that they will want to see it again and bring their friends.”

Please join us in welcoming Kevin and Sara to the Schifino Lee team.

Schifino Lee - 11:43 am March 5, 2014

Scoring a hat trick at the Tampa Bay American Advertising Awards

On Thursday night, February 27th, the Schifino Lee team attended the 2014 American Advertising Awards Gala at Ybor City’s famed Cuban Club. It was a night filled with celebration as we ended up a three-time winner.

Schifino Lee proudly took home a Gold Award for our self-promotion holiday website entitled “Random Acts of Merry” featuring humorous and easy-to-do acts of kindness; we scored a Silver Award for our public service TV spot for Phoenix House Florida, a non-profit rehabilitation center providing treatment to adults and teens; and we received another Silver Award for packaging design done for Dazz Cleaners, a new line of home cleaning products in an easy to use tablet form..

The American Advertising Awards, formerly the ADDYs, is the advertising industry’s largest and most representative competition for creative excellence. It attracts over 50,000 entries every year in local ADDY competitions. Thursday night’s local show was sponsored by AAF Tampa Bay. The winning work now moves on to the district level competition.

 

Schifino Lee - 11:26 am February 10, 2014

Congratulations to our client Mary Lee Farrior

Congratulations to Mary Lee Farrior for being recognized as Citizen of the Year for your incredible work in the community through Mary Lee’s House.

Schifino Lee - 5:48 pm February 5, 2014

“…and all I got is this T-Shirt”

Gary Clark Jr. is called the future of blues for good reason.  The Grammy’s resulted in him making Grammy history. He was the first artist to be nominated for both best rock song and best traditional R&B performance. While Clark Jr. did not take home the rock award, he did win the award for best R&B performance. This award only adds to an already impressive list of achievements for Gary Clark Jr.

He has headlined events with well-known artists such as Mick Jagger, Jeff Beck and B.B. King. Currently, Clark Jr. is getting ready to tour nationally with the band Kings of Leon.

In preparation for this tour, Clark Jr.’s management wanted something new for the fans. Their merchandising manager reached out to Schifino Lee for ideas, and we were able to develop the design featured above, which the Gary Clark Jr. team is using on merchandise at his concert events. Schifino Lee is proud to be a part of Gary Clark Jr.’s today and will certainly follow his future.  

Schifino Lee - 11:08 am December 20, 2013

Schifino Lee’s 55 Random Acts of Merry

Ah, the holidays. The busiest, most stressful time of the year. But what if we put that craziness on pause to embrace the real spirit of the season? Made time for small acts of kindness (a warm shot of “merry”, if you will) to friends, family, even strangers? It might start with something like this — 55 simple, offbeat, and most definitely random ways to share a little goodness, courtesy of your friends at Schifino Lee. Try a few and spread the word. Trust us, you’ll be glad you did.

http://www.actsofmerry.com/#

Schifino Lee - 5:36 pm December 16, 2013

Congratulations to Tampa Bay Sports Commission

Congratulations to our client Tampa Bay Sports Commission for being awarded the 2017 College Football National Championship Game. We are proud to have been part of the campaign that brought this game-changing event to Tampa Bay!

Schifino Lee - 5:48 pm November 4, 2013

We’re Hiring a Production Artist

You are a production machine. An expert within Adobe Suite, and believe that God is in the file’s details. Understand that deadlines mean something. You’re fast, smart, intuitive, and you have a sense for design when the opportunities arise to make your mark. If you are a production artist and looking for a new opportunity where striving for excellence lives and breathes throughout our entire agency creative process – not just the beginning, the middle or the end, we’d like to meet you. Contact us today and set up an appointment to chat. We look forward to seeing how your skills complement ours!

Job Functions Include:

  • Building print-ready mechanicals.
  • Executing creative concepts that are on strategy across all media (DM, email, online, print, TV, radio and out-of-home).
  • Partnering with senior creative to develop great work within clients’ branding guidelines.
  • Partnering with members of the creative department for art/mechanical preparation, file release to press, color correction and general prepress functions.
  • Remaining abreast of technological advances in the field and being able to identify areas of use in the organization.

Job Requirements:

  • Strong interpersonal skills, with a can-do attitude.
  • 1+ years experience in an agency environment
  • Expertise in Adobe Suite
  • Ability and desire to work in a fast-paced, deadline driven environment.
  • Ability to manage multiple, concurrent projects.
  • Detail oriented

Please apply with your cover letter, resume, portfolio and salary requirements to kerry@schifinolee.com
This is an on-site position, local applicants only.

Schifino Lee - 12:47 pm October 28, 2013

Knowledge Beyond the Classroom

As a senior at the University of Tampa majoring in Advertising and Public Relations with a focus in Marketing, I went into my internship thinking I knew a lot about the field—I thought wrong! After just one month of interning at Schifino Lee, I have already learned more about advertising and branding than I have from any of my classes.

I can accredit my newfound knowledge entirely to the wonderful members of the Schifino Lee team. The leaders of SL are some of the most driven and hardworking people I have ever met; and it’s easy to see how contagious their dedication is to the rest of the staff.

One of the best things about interning at Schifino Lee is how eager everyone has been to help me learn. On my first day, I had the opportunity to sit in on a conference call with a new client, and then put together a competitive analysis. This kind of “hands-on” work is exactly what I was looking for in an internship.

I am more than excited to further my knowledge about the advertising and branding world, and I feel so lucky to be able to do so at Schifino Lee.

Schifino Lee - 1:03 pm October 10, 2013

Help us Make Strides Against Breast Cancer

Schifino Lee is proud to be participating in the American Cancer Society Making Strides Against Breast Cancer walk on Saturday, October 19th. We’d love to invite our clients, friends and family to help support us by joining our team or making a donation.

There are more than 2.9 million breast cancer survivors who celebrated another birthday last year because people like you made a donation to the American Cancer Society. Last year the Making Strides walks brought together 800,000 people who raised $68 million.

The best part? Because those funds were available, more people in our community…

  • Have the information and tools they need to stay well from breast cancer or find the disease early, when it’s easiest to treat
  • Have a place to turn for help 24/7 if they are facing breast cancer
  • Benefit from the progress being made toward finding breast cancer’s causes and cures
  • Get access to information that navigates them to lifesaving mammograms and treatment

That $68 million came in 1 walker and 1 donation at a time, so no matter how much or how little you can give, every bit of support helps.

Thank you so much!
The Schifino Lee Team

Schifino Lee - 9:55 am September 24, 2013

Traditional TV: People are still watching. A lot.

These days it may seem like digital media has taken the world by storm. And while it is on the rise, Nielson is reporting great news when it comes to traditional television. 

As we become more streamlined in to the digital world, studies show that live audience numbers for TV have increased. What does this means for you? Two words: HUGE EXPOSURE. Even since incorporating added viewing options (ex: DVR, online streaming, mobile usage, etc.), total TV viewing has actually increased by nine hours in the past four years—a number that has nearly doubled. According to Nielson, within the first quarter of 2013 TV still remained the top form of media in monthly usage of various platforms for video viewing, accounting for 92.5% of all viewing.

While media formats, such as YouTube, seem to have “caught up with TV” boasting 1 billion users who consume 6 billion videos per month, these figures only represent a niche of visitors and video usage “per month for the whole world,” not the daily TV ratings provided by Nielson for the U.S. When translated in to numbers that could be compared to Google data, it was estimated that monthly worldwide TV viewing would be about 600 million hours, or 100 times the actual consumption of YouTube.

With the progression of the digital age in full swing, traditional TV has still proven to be a powerful media tool and comes highly recommended for your media mix. To discuss the optimal media mix for your brand contact our Media Director, Nordin Benhalima at Nordin@SchifinoLee.com or 813-258-5858 x236.

 

Schifino Lee - 1:27 pm September 19, 2013

What does your brand want to be when it grows up?

Dan Stevenson / Executive Creative Director

“Each and every interaction a brand has with its customers is an opportunity to reaffirm its differentiation, reputation and raison d’être. Those core brand-building opportunities are all the more important early in a brand’s life for establishing a healthy marketplace position,”said Stevenson the newly appointed Executive Creative Director at Schifino Lee. “Brands, like people, grow up with lifelong personality traits that are reinforced through their consistent actions, appearance and voice. So it’s in a lesser-known brand’s best interest to take a longer view in defining its ideal market perception. After all, it’s tough to make a meaningful first impression a second time.”

Our new Executive Creative Director, Dan Stevenson, brings extensive experience in building national and international consumer and B2B brands to the Schifino Lee team. Having held executive-level Creative Direction roles at various integrated creative agencies under the Omnicom & Interpublic umbrellas, Dan was responsible for brands like Diageo, Kraft, American Express, Roche Pharmaceuticals, U.S. Smokeless Tobacco and Unilever.

His understanding of how to turn business challenges into streamlined strategic communication pathways helps inspire better overall agency creative product. As a result, he and his teams’ work have won most major industry awards for both creativity and effectiveness. Meanwhile, his integrated background meshes seamlessly with Schifino Lee’s media-neutral perspective, allowing him to direct work in the communication channels best suited to tell each brand’s story in the most meaningful way.

Schifino Lee - 2:45 pm August 28, 2013

Founded 20 Years Ago Today

Read the letter from Ben and Paola

Schifino Lee - 11:36 am July 23, 2013

Gerdau forges branding with national ad campaign

In a world covered in steel, Gerdau has built a unique reputation in its industry. Their diverse product range, dedication to customer needs and environmental approach to production are second to none. Gerdau is the leading producer of long steel in the Americas and a top supplier of specialty long steel worldwide. They are also one of the largest recyclers of steel and a member of the U.S. Green Building Council.

With more than a century of experience, Gerdau wanted to communicate their commitment to innovation, quality, recycling and our local communities so they engaged Schifino Lee to produce a national advertising campaigntargeting the steel industry. Schifino Lee was pleased to help Gerdau tell its story and interpreted their Global brand for the US Market.

The resulting campaign consisted of print advertising that highlights how Gerdau “helps build dreams” through examples of their work including San Diego’s New Central Library, a massive 140-foot-tall, 294,673 square foot structure made of glass and 6,650 tons of Gerdau steel. Over 85 percent of the steel used to build the library came from recycled materials that were melted down from scrap metal and reformed into high-quality rebar. Another ad highlights Gerdau’s work on Tampa’s new I-4 Connector, “a roadway that connects dreams to success”; for this project Gerdau has shipped more than 19,000 tons of steel.

The print ads Schifino Lee created for Gerdau show how the company put best practices, products and people in place to create success for clients and better living environment for people across the world.

Schifino Lee - 12:30 pm June 26, 2013

Add some DAZZ to your home

When customers buy most household cleaning products, 90% of what they pay for can be water and packaging. Years of experience with concentrated cleaners in the industrial market taught David Shahan, President of SunState Labs, that there must be a better way.

That was the catalyst that motivated him to invent effervescent cleaning tablets. Once Mr. Shahan realized he had a product that could transform the way people buy household cleaners, he engaged Schifino Lee to create a name, look, and personality for his invention that would inspire retailers and customers to try it and buy it.

“The entire team at Schifino Lee has done a remarkable job taking my product from a simple idea, to a vibrant new brand capable of going head-to-head with the industry giants,” said Mr. Shahan. “They exceeded my expectations throughout every phase of the branding process.”

Schifino Lee created a brand strategy and integrated marketing campaign that includes the brand name (DAZZ), logo design, package design, website development, public relations, social media, and consumer advertising. The campaign will be used to position the new cleaning tablets, called DAZZ Cleaning Tablets, as a smart, affordable, ecofriendly alternative to existing household cleaning products.

“When it comes to CPG Schifino Lee has a strong track record of developing compelling brands that speak to audiences, exponentially elevating returns. Dazz’s unique product offering, brand position and packaging puts it on solid ground for success,” said Paola Schifino, Principal and Co-founder of Schifino Lee.

“I was able to invent a cleaner that offers people a better product,” observed Mr. Shahan. “Schifino Lee was able to invent a way to show that DAZZ has the brains and beauty to compete against leading brands, at a fraction of the cost.”

Like DAZZ on Facebook by June 30th and receive a starter kit of your choice. Learn more about DAZZ on DazzCleaners.com, buy DAZZ Cleaning Tablets on Amazon, and follow them on Facebook, Twitter and Pinterest for special offers. Share this email with a friend, and please ask your local retailer to start carrying DAZZ so it’s more convenient for you to purchase where you normally shop!

Schifino Lee - 2:07 pm May 21, 2013

Unstoppable for 20 Years

In celebration of Schifino Lee’s 20 year anniversary we’ve developed a campaign to salute all Unstoppable companies that share our passion to change the world.

Listen to our :60 radio spot

Schifino Lee - 2:29 pm May 8, 2013

Good Graphic Design and Color in Annual Reports Shown to Increase Valuation of Companies

We all know viscerally that we prefer color (vs. black & white) and we admire outstanding design (vs. poor design). But is the extra cost of color printing and professional design worth the added difference? When it comes to a company’s annual reports, the answer is a resounding yes.

Research findings at the University of Miami School of Business Administration show including an additional color throughout a firm’s annual report would have the same impact on an investor’s firm ranking as a 20 percent improvement in revenue from the previous year.

“The implication of these findings should point firms in the direction of good graphic design (of annual reports),” says Claudia Townsend, assistant professor of Marketing at the University of Miami School of Business Administration.

Schifino Lee takes this point very seriously when it comes to the design of company annual reports for our clients. We recently designed the 2012 annual reports Energy Insurance Mutual, Walter Investment Corp., Hillsborough County Education Foundation and The Lowry Park Zoo. All employed the right combination of graphics, color and design to maximize their organization’s perceived value.

Nothing wrong with looking good. In fact, it makes smart business.

Schifino Lee - 10:01 am May 2, 2013

Congratulations to Electric Supply Inc.

Congratulations to our client Electric Supply Inc. on the ground breaking of their new 35,000-square-foot warehouse addition!

Read more

Schifino Lee - 3:34 pm April 24, 2013

PAOLA SCHIFINO APPOINTED TO WOMEN CONNECTED ADVISORY BOARD

Leslie McCabe-Holm, Chairwoman for The Bank of Tampa’s Women Connected recently announced the appointment of Paola F. Schifino to its Women Connected Advisory Board.

Schifino is a Principal with Schifino-Lee, a full service marketing firm with a specialization in strategic branding, advertising, social media communications and integrated digital campaigns. As co-founder, she has been with the firm for the past 20 years.

Schifino serves on the Zimmerman Advertising Program Advisory Board at the University of South Florida. She is also an advisory board member for fellow CEO members of the Renaissance Executive Forums.  Schifino holds an MBA from the University of South Florida. She is a past winner of the Tampa Bay Business Journal’s “40 Under 40” and was a 2008 Finalist for Business Woman of the Year.  Schifino-Lee was also a 2007 finalist for the Greater Tampa Chamber of Commerce’s Small Business of the Year Awards.

Schifino Lee - 6:21 pm April 22, 2013

World Renowned Writer Visits Schifino Lee

Dr. Harry Coffman, world renowned author of the Book Good Enough, visited Schifino Lee to spread positive energy and world changing conversation.

The uncle of our VP & Director of Client Services, Roxie Clements, Harry resides in Portland, Oregon.  As a spiritual advisor to nations, presidents, governors, as well as world figures, Harry travels extensively – most recently to Israel.

His book has been published around the world, including in Holland under the title Goed Genoeg (www.ikbengoedgenoeg.nl/) in the Dutch language of Schifino Lee Principal, Paola Schifino – also shown here with Harry & Roxie. “In reading my signed copy of Good Enough I am enthralled by Dr. Coffman’s experiences as an angry but determined young man that have led him down his path of enlightment.”

The book is available for purchase on www.amazon.com and bookstores across the country.

Schifino Lee - 12:20 pm April 16, 2013

New Additions to our Creative Team!

We’re very excited to introduce to you our two newest additions to the Schifino Lee Creative team: Curtis Elliott, Director of Visual Engagement and Deniz Kayiket, Junior Art Director.

Curtis, born and raised in Southern California, got his BS in Graphic Design from The Art Institute of California-Orange County. He has over six years of advertising experience working on brands such as Taco Bell, PETCO, Sony, Del Monte Pet Foods, Smokey Bear, The Art Institutes, and branded numerous startups and small businesses.

Prior to Schifino Lee Curtis worked on Taco Bell’s rebranding transformation from Think Outside The Bun to Live Mas at DraftFCB. “This experience taught me how a brand is so much more than just a logo, and you must prove your brand strategy over and over again for people to believe in it.”

Deniz was born and raised in Turkey and immigrated to the United States when she was 12. She received her BA in Graphic Design from The Art Institute of Tampa and worked the past two years in freelance design.

Deniz, who played volleyball professionally when she was a teenager, always remembers having a love for design. “I have been a visual thinker since I can remember and I always had a need to communicate and inspire people. It doesn’t feel as much that I chose the right industry but more so feels like this industry chose me.”

Please join us in welcoming Curtis and Deniz to the Schifino Lee team.

Schifino Lee - 5:56 pm April 5, 2013

Schifino Lee helps Vigo-Alessi develop La Cucina concept

Vigo-Alessi has completely revamped the kitchen on its campus where it operates 325,000 square feet of manufacturing space in seven buildings, and produces its diverse product line.

The company has partnered with several culinary schools to sponsor scholarship contests for the students, who create recipes using Alessi products. In the “Alessi is Amore Pursuit of the Palate” student cooking contest, the best recipe is chosen by a chef from the school and the winners of these contests are then flown to Tampa to prepare their winning dishes on camera – which are uploaded to the Alessi website.

Schifino Lee helped Vigo-Alessi launch an integrated marketing campaign to grow its business and strengthen its market position as a top Italian foods brand. The branding campaign included labeling, TV ads, a new website and a $1 million media buy.

The newest idea for La Cucina Alessi came up when we suggested using the Vigo-Alessi kitchen and adjoining dining area for a pop-up restaurant concept, where chefs operate in temporary space.

The idea got the client thinking about a range of ideas, from bringing in different chefs to work in the company’s kitchen to Facebook raffles and sweepstakes to charity nights. To realize those ideas, the kitchen needed to remodel.

Read the full article: http://www.bizjournals.com/tampabay/blog/morning-edition/2013/04/vigo-alessi-revamps-test-kitchen.html?ana=e_tbay_rdup&s=newsletter&ed=2013-04-05&u=vmqD6NOPcYHA8L1h0Cl0Ab7GGnj

Schifino Lee - 3:10 pm April 2, 2013

Merchants Association of Florida Announces Name Change to Sherloq Solutions

New Name. New Look. New Vision.

Merchants Association of Florida, Inc. (MAF) is now Sherloq Solutions. The new name, new logo as well as the tagline – Business Problems Solved – are all part of the company’s rededicated focus on the collection industry, delivering innovative solutions and unequalled support. The new Sherloq brand will be introduced in website marketing, sponsorships and advertising on April 2.

“The new Sherloq Solutions name marks a new era for the company, a full-service resource that delivers the gift of time, money and peace of mind,” said Erik Greer, President. “Sherloq Solutions is the outsource organization with the experience, expertise, structure and extreme personal care to represent your business as you would yourself. Sherloq Solutions is committed to helping its customers track down information and revenue.”

 

The name change demonstrates the company’s commitment in helping its customers achieve their goals by our increased investment in data and technology. “Sherloq stands for ingenuity, problem solving, resourcefulness and knowledge, while the ‘Q’ at the end connotes uniqueness and intelligence. It all fit their mission of tracking down information and revenue for clients,” said Ben Lee, Principal of Schifino Lee, the branding firm behind the new name and image.

The rebranding represents Sherloq Solutions’ expanded mission to use great technology along with our very experienced staff to produce timely and positive results. Sherloq Solutions’ new name reflects the resourcefulness, tenacity, personal service and loyalty to our customers practiced by MAF for nearly 100 years.

“Understanding that the Sherloq website would be a primary touch point for the brand’s audience, our goal was to make the site as user friendly as possible in an effort to increase sales leads and convert prospects. I believe their new website will do just that,” said Ian Nerney, Project Manager at Bayshore Solutions, the firm building the new website.

For more information about Sherloq Solutions, visit www.sherloqsolutions.com.

Schifino Lee - 11:43 am February 12, 2013

Success Is In Sight: New Brand Communicates Business Publication’s Vision

The Gulf Coast Business Review is more about a vision for business leaders than a rearview look at the business day. And now its name reflects that.

“Review says ‘look back,'” says Matt Walsh, editor and publisher of the Business Observer. “Business leaders want to know what’s next, and that’s what we try to do — look forward.”

Walsh says the name-change decision also came from wanting to shake things up for the weekly business newspaper, which covers from Tampa to Naples. “We felt it was time to make a new statement, to refresh and rebrand our identity,” he says.

The Business Observer engaged Schifino Lee to help launch the fresh brand and tell its story in a way that inspires C-Level executives.

This new brand positioning communicates that business leaders can better succeed with the actionable insights offered by the Business Observer. Moreover, it keeps the focus on this region’s businesses while embracing a larger perspective. Just like the Business Observer.

For the main icon, Schifino Lee came up with the concept of using a paper airplane made out of the Business Observer publication. It flies over the state’s business areas to provide a better view of the business world – with local, regional, national and global insights that give businesses the power of the best information, insights and practices with integrity and authority. This has helped create confidence in the updated brand and build the foundation for future growth.

The work launched in the first redesigned issue (January, 2013). It will be utilized in other marketing and communication throughout the state in the coming year.

“Our focus is on getting the most relevant and compelling information to those who make decisions in business, and the new branding reflects that,” Walsh says. “We’re driven every day to provide information that’s relevant, compelling and useful. As we say, we report what the boss needs to know.”

Subscribe today or learn more at www.BusinessObserverFL.com

Schifino Lee - 11:10 am January 3, 2013

Gopher Resource launches new brand campaign to support its mission, values and growth

There are over 200 million vehicles on U.S. roads. Every one of them has a battery that eventually must be recycled. Gopher Resource is a global leader in the safe and sustainable recycling of automotive and industrial batteries. Gopher engaged Schifino Lee to tell their story in a way that will inspire achievement in employees and confidence in communities where Gopher has facilities.

An important foundation of Gopher’s success is their culture of operational excellence and working together. Employees working together with each other and their communities. Gopher facilities in Minnesota and Tampa working together to implement best practices. Everyone working together to embody the Gopher principle of “A step ahead and the vision to be greater.”

To communicate this positioning and immerse employees in Gopher’s culture, Schifino Lee created a new corporate logo, a series of core values posters, screen savers, newsletter design, and iconic new signage.

The work was premiered at a town hall-style meeting to generate maximum enthusiasm and involvement amongst employees. Following the employee launch, customer-facing marketing materials were created. These included an updated website, corporate identification package, and building signage. A media kit, several new Web initiatives, and a community communications plan are in process for 2013.

“We help the world achieve a cleaner, safer future by the conservation of resources through recycling,” said Mark Kutoff, CEO of Gopher Resources. “That’s a social mission and a business mission wrapped into one.”

The new brand positioning communicates this message in ways that inspire employees to live the Gopher culture and achieve greater success. It enhances a perception with community leaders that Gopher is a responsible and valuable corporate citizen. And it creates confidence in the Gopher brand that helps build the foundation for future growth.