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Archive for the ‘Advertising’ Category

Schifino Lee - 11:07 am October 17, 2017

SPARKING NEW INTEREST FOR A WORLD-CLASS UTILITY CLIENT

 

While the branding campaign we created for Grenlec, one of the Caribbean’s leading electric utilities, was still generating buzz three years later, Schifino Lee decided it was time to dial things up a notch.

Building on the “Energising Our Grenada” marketing message, we developed an integrated campaign for 2017 around the theme “Good for Grenada.” We reinforced the utility’s positioning as a reliable, forward-thinking provider and introduced a new mix of broad-based advertising, email, social, and other tactics to share all the ways Grenlec serves its customers and communities.

 

 

The Facebook campaign alone generated millions of paid ad impressions, hundreds of thousands of organic impressions, and more than a thousand new followers. Not bad for an island of 106,000 people.

For more energizing creative, check out the full Grenlec case study on our site.

Schifino Lee - 11:54 am September 18, 2017

Advertising as a Catalyst for Change

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In the third and final installment of my inspired takeaways from this summer’s Cannes Lions experience, I want to highlight the presentations around the true good that the advertising industry does. Unfortunately, much of our industry has a bad reputation because people associate us with late night infomercials of guys screaming at you about amazing cleaning products you need right now—for only $19.99! When in actuality, the advertising industry is able to put out beautiful things that really lift society up. We boost NGO’s, do pro-bono work, promote government initiatives, and much more. Done right, advertising can be good for everyone.

In support of that point, the Reverend Jesse Jackson spoke about how creativity and advertising can make a significant difference in the world. He said, “Brands are the islands of stability in the current chaotic political and social climate. Advertising brings issues to the forefront of society. We can do well in the world with creativity and imagination. Creatives can use imagination in a way that politicians can’t.” He went on to point out that we can use creativity to make a difference in the world by addressing ignorance, and giving voice to those who don’t have one, in an engaging way.

In the presentation What the World Really Needs is More Advertising,hosted by BBDO and featuring their President & CEO, Andrew Robertson, and CCO, David Lubars, they acknowledged the undeniable fact that there’s a lot of bad stuff happening in the world right now. Then they highlighted some work the advertising industry has done to make a connection between brands and what really matters to consumers, which has made a difference in their lives. Following the tragedy of the Sandy Hook school shooting in 2012, the families of the children who were lost that day created a non-profit organization called the Sandy Hook Promise. They raise awareness of gun violence, provide programs demonstrating practices to use, and teach others the signs to prevent other shootings. BBDO did pro-bono work for the Sandy Hook Promise and made this powerful, unforgettable  video. It won several lions at Cannes, as it should have.

If you haven’t met Graham, who won the first Grand Prix award this year,  I’ll formally introduce you. He was designed to promote road safety. Graham was created for the government-owned Transport Accident Commission (TAC). BBDO included Graham in the TAC Towards Zero campaign. Graham was made specifically to answer the question: what would we look like if we were to evolve to survive our dangerous roadways? Created by leading trauma surgeon Christian Kenfield, crash investigator David Logan, and world-renowned artist Patricia Piccinini, he very dramatically made people aware of the vulnerabilities humans have in our daily lives.

Another surprising example is Barbie. As a kid, I must have had at least 50 Barbies over the years. So I was shocked to hear that Barbie’s sales have dropped by 12% in recent years. Then this commercial aired on television and it didn’t take long before sales were back up by 8%. Over 25 million people have received the message that we should empower young girls to be anything they dream to be.

On a much grander, global level, there’s the Common Ground initiative. United Nations Deputy Secretary-General, Amina Mohammed, explained in her presentation Can the Creative Industry Act as a Force for Good? that Common Ground is a pact the world’s six largest advertising holding companies made to work towards the United Nations Sustainable Development Goals. The holding companies involved are Publicis Groupe, Omnicom Group, IPG, WPP, Dentsu and Dentsu Aegis Network, and Havas.

This was a big deal when it was announced at last year’s Cannes Festival because the agencies that these companies own are the very ones that often go head to head at award shows like Cannes. The CEO’s of these companies made this joint statement…

“The Common Ground initiative recognizes that the global issues the UN has identified transcend commercial rivalry. By working in partnership to support the Sustainable Development Goals, we want to demonstrate that even fierce competitors can set aside their differences in order to serve a wider common interest. We hope others in and beyond our own business decide to do the same.”

 Each holding company chose a different goal to focus on. Publicis chose goal #2: Zero Hunger; Dentsu chose goal #3: Good Health & Well-Being; Omnicom chose goal #4: Quality Education; WPP chose goal #5: Gender Equality; IPG chose goal #6: Clean Water & Sanitation; and Havas chose goal #13: Climate Action. Some of my favorite campaigns are “Inglorious Fruits and Vegetables” and “Buy a Lady a Drink.” You can see all of the campaigns made for Common Ground here.

Sure, our advertising messages can inspire actions like “act now for free shipping and handling and get this is amazing price of $19.99!” But, we can do so much more. We can use creativity to engage people, get them to care about helping others, and ultimately, be a powerful catalyst for societal change.

Schifino Lee - 9:37 am September 6, 2017

How to be Authentically “Authentic” with Your Brand Authenticity

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In part two of my series on key takeaways from the 64th Cannes Lions International Festival of Creativity, let’s talk about the power of authenticity for both personal and corporate brands. When you think of “authenticity”, what does that mean to you? Do you think of how it relates to your work, or maybe the future of your career?

To me, being authentic means staying true to yourself and your values. You aren’t catering to someone else’s desires. Creative people, whether through writing, performing, designing, whatever, are all essentially expressing themselves. It doesn’t matter what form of media you use. It’s true to you. So it wasn’t surprising that authenticity was a hot topic for several speakers at the Cannes Creative Festival.

Ashley Frangipane, better known as singer/songwriter Halsey, spoke about authenticity on a personal level and as it relates to company brands in her presentation Authentic, Creative, and Unafraid. On the personal brand level, she said to always remember that your social media accounts are your brand. Anyone who views your profiles should be able to know who you are, what you do, and what you believe in. On the company brand level, Halsey advised to still write and share personal experiences to make it authentic, so everyone can relate to it. It will better resonate with people that way. “You can create a product that will adapt to culture, or you can create a culture that will adapt to a product,” Halsey observed. Whatever level you’re working on, be authentic to your brand and that’s what people will trust in.

For rapper and Creative Director, Rakim Mayers (a.k.a. A$AP Rocky), authenticity is driven by passion. You need to truly believe in something if you want other people to also believe in it. “If you stick to the good authentic ideas, you don’t need a bunch of money to push it, because people will gravitate towards it,” he noted. People hate when they know they’re being advertised to, and they don’t want to hear generic sales messages. They want something that will actually benefit their lives.

Platon, the world-renowned photographer, took the festival crowd through The Craft of Authenticity. He said, “Advertising teaches us to say powerful messages… advertising is a window to the world. [As storytellers] we get to choose what to say.”

As an example of big brands that use authenticity and transparency effectively in their ads, McDonald’s came out on top in several lists. Now, McDonald’s wouldn’t have been my first thought, but their “Our Food. Your Questions.” campaign is one of the more transparent campaigns in recent years. The whole idea was to take common myths and address them publicly. McDonald’s has long struggled with ingredient and processing concerns. With new brands championing with healthier options, they had some questions to answer. Literally. The result has been one of their most talked about campaigns ever. With over 5.4 million views, and 42,000 questions asked and answered, McDonald’s has been able to address their customer’s concerns and reinstate their values.

In summary, we get authenticity when we combine what we know with what we love. That’s how we truly make a difference in the world. More to come on that in the third part of this series. Stay tuned.

Schifino Lee - 11:00 am September 1, 2017

Give Creative Brands Purpose and They Just Might Make a Difference.

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A little over a month ago, The 64th Annual Cannes Lions Festival was in full force. The Mediterranean Sea sparkled next to the festival grounds as storytellers, designers, artists, political figures, celebrities, and CEOs rushed to and from the Palais, trying to make it to the next big presentation. I was part of that very fortunate crowd that was feeling inspired by the creative spirit in the air.

The Cannes Festival is truly a one-of-a-kind event that brings people from all corners of the earth to South France to celebrate the best work to come out of the advertising and creative communications industries, and other related fields. It’s also a platform for some of the world’s biggest game changers to talk about issues facing the industry, explore new ideas, share success stories, and learn from failures.

For me, one of the most talked about and fascinating topics covered throughout the festival was brand purpose. What is it? Does it matter? How can we use it to develop better work? Brand purpose is the reason a brand exists. It’s something consumers can align their own values with. Brand purpose is what your brand stands for; what makes it stand out amongst competitors. For example, Coke’s brand purpose is to share happiness. They’ve focused on that in all their worldwide marketing efforts. Conversely, what is Pepsi’s brand purpose? To promote peaceful protest? #adfail (Sorry, too soon?) Brands with a well-defined brand purpose are able to communicate much more than just their functional benefits.

Civil rights activist, Reverend Jesse Jackson, put it this way: “People are buying brands that take a stance on an important issue.” In his book Start With Why, Simon Sinek makes a similar claim:  “People don’t buy what you do. They buy why you do it.” Time and time again we’ve seen the brands with purpose come out on top: TOMS over Vans, Starbucks over Dunkin Donuts, Dove over Olay.

So how does it work? Well, it takes trial and error. But when you do get it right, your work has clear meaning, you create work that matters, and your work is able to emotionally move people. David Lubars, Chief Creative Officer at BBDO, cautioned that “It’s important to make your advertising focus on a single issue or topic. Don’t try to hit too many points at once, or you just might miss the target completely.”

Of all the presentations at the festival that touched on brand purpose, my favorite was the one that really broke it down, Does Brand Purpose Really Drive Creative Work? It was hosted by Diageo and featured their CMO, Syl Saller, and their Global Head of Beer, Mark Sandys. Diageo has over 200 big name brands, including Johnnie Walker, Smirnoff, Captain Morgan, Baileys, and Guinness. They used the example of Smirnoff’s brand purpose. Smirnoff is a brand that features colorless, odorless, and overall unexciting alcohol in its general functional use. Any alcoholic brand could automatically be written off as bad, just because it’s alcohol. However, Smirnoff decided to change the story. They use the power of good times to move all of us to be more inclusive through stories of real people (like Chris Fonseca, a deaf dance teacher) that promote their brand purpose. In the end, it doesn’t matter if other brands also focus on inclusivity, it’s strong enough if it’s true to the brand.

The Diageo hosts also shared the original failure story of Captain Morgan to get across that it’s not going to be a win every time you assign a purpose to a brand. Captain Morgan lost sales when craft drinks came into play. The original solution they came up with was to make Captain Morgan more real. The result was this confusing ad. They soon realized that they had it all wrong since the strategic credibility wasn’t there. Instead they discovered the best solution was to change the story to make the power of fun champion. Captain Morgan has always been about fun, so they’re getting back to their roots. Now, they make ads like this, to align with their brand purpose and make the brand image stronger.

Mark Sandys said that the next time you “unleash creativity” for a brand with purpose there are seven C’s you need to keep in mind: Clarity and credibility, collaboration, courage, consistency, commitment, and content. What leads to success in the long run is asking the important questions in these seven categories, such as Who is the right partner for the content you’re making? and most importantly, Are you willing to stick with a purpose, so that it truly becomes what the brand stands for?

Now think about your favorite brands. Are they your favorite because they represent something you stand for? Do they work towards a cause you believe in?

Schifino Lee - 10:20 am August 25, 2017

Meet Summer’s Fiery Female Team of Interns

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Schifino Lee has had a talented set of interns this summer. We’re grateful for their contributions to the agency and for their fresh perspectives on so many projects. It’s been a blast getting to know them, and we wish them the best in their very bright futures.

Alicia Chen | Design Intern

Alicia has spent the summer in Tampa, but she spends most of the year at Washington University in St. Louis. She’s studying Communication Design and minoring in Psychology and Computer Science. Great combo. When she’s not busy illustrating or designing, she likes to twiddle her time away crocheting. Sounds very calming. She daydreams about heading to a big city one day to work as a designer for an agency, or possibly a professional illustrator.

Noelle Griffin | Writing Intern

Noelle, a Tampa native, has been the woman with the words all summer at Schifino Lee. She’s graduating from the University of South Florida this fall with a B.A. in Mass Communications, with a focus in advertising, but plans to continue her education at grad school. She dreams with her heart first, as she hopes to someday make a difference at an agency that specializes in sustainable and eco-friendly brands. When not writing or chugging down coffee, she might catch her zenned-out in down dog. She’s a certified yoga instructor on the weekends. Namaste.

Aimee Iglesia | Photography Intern  (not pictured)

Aimee is a go-getter who started her own photography business about five years ago. We brought her on board to capture all those picture-perfect moments in the office and on location with clients. She graduated in the Spring from the Art Institute of Tampa photography program with a Bachelors in Fine Art. Her short term plan is to focus on her photography business. Not only is she talented behind the lens, but in front of the camera too. She sang at Madison Square Garden at the age of 16. With Marc Anthony. No big deal.

Carter Johan | Account Service Intern

            Carter is a junior at Vanderbilt University in Nashville, but Tampa is her home. She has extensive experience in human resources at other marketing firms. Amongst her many skills, SCUBA diving and being able to keep calm and carry on while swimming with sharks. So obviously, office sharks should be no biggie for Carter. This fall, she’ll be finishing up her degree in Human and Organizational Development while getting a minor in Corporate Strategy.

Cassie Rankin | Design Intern

Cassie is the Creative Cloud Queen. In fact, thanks to her vast skillset, she works at the USF Digital Media Commons teaching students the in’s and out’s of all Adobe programs. This Fall, she’s going into her last year of study at USF in the Mass Communications Advertising program. While waiting for software updates to install, you might find her rocking out on the ukulele or obsessing over Disney. Cassie takes a of love of Disney to a whole new level, as she’s the Vice President and Marketing Chair of the Disney Club at USF. Brownie points for that resume experience.

Erika Suarez | Account Service Intern

Erika has been soaking up rays in the Bay this summer, but she’s going to be heading north this Fall to finish up at Florida State University and receive a degree in Editing, Writing, and Media, with a minor in Communications. She’s leaving here with some amazing experience under her belt, that she hopes will one day land her at a top agency with fun clients. If she doesn’t make it big in advertising, keep an eye out for her name in lights on Broadway. Erika loves to sing. A solid plan B.

Catherine Weaver | Account Service Intern (not pictured)

Catherine is a fashionista and killer account service intern. She worked at boutiques and shops like Anthropologie before joining the Schifino Lee gang. She aspires to one day combine her love of graphic design, social media, blogging, and website design with her passion for the fashion industry. Advertising, however, is her second career choice. She actually wanted to be a Rockette up in NYC. Just eight inches too short.

 

 

 

Alecia Jurado - 4:06 pm August 11, 2017

Social Media: Brands rooted in friendship

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

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

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

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

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

Schifino Lee - 12:05 pm August 3, 2017

Creating a stylish new way to shop for authentic Italian products

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Schifino Lee’s latest creative initiative for long-time client Alessi Foods was to dramatically spice up their website with new design and functionality. Thanks to the strategic success of Alessi’s social engagement over the past year, both among millennials and our core target audience, the need for an update to their existing website had become a priority. Our social media efforts have delivered a huge increase in visits to the Alessi website and doubled their online sales, so it made sense that a new and improved web experience would drive time spent on the site, and online sales, even further.

Our web solution features a visual look and brand voice that syncs up nicely with our social media presence and other digital media tactics. We also cooked up a much improved consumer e-commerce experience with new features like a quick cart, more convenient product and recipe suggestions, and a series of helpful how-to videos. And just as importantly, the new site is more mobile-friendly to appeal to the younger audiences which make up a growing part of Alessi’s target market.

So now everyone can easily shop on the go and still experience the authentic Italian qualities Alessi is known for.

Read more about this case study.

Schifino Lee - 12:47 pm July 24, 2017

Reaping the Benefits of Hard Work

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It’s safe to say that 2017 is going to be an impressive year for Schifino Lee. It’s only July and we’re already proudly displaying six new creative awards around the office—three GRAPHIS winners, two Davey’s, and a shiny Telly.

A 30-second video for the Tampa Museum of Art titled “Imagine That” received a prestigious GRAPHIS 2017 Platinum Award. Directed and shot by Steve Widoff, it’s prominently featured in the Ad Annual and online. In the same competition, we also received a Silver Award for our Clemente Museum poster. They’re both nice complements to the GRAPHIS Silver Award we won earlier in the year in the Logo Competition for the Athletes + Causes Lance McCullers Jr. Foundation logo. GRAPHIS is dedicated to recognizing exceptional work in Graphic Design, Advertising, and other fields. They feature award winners in their annual publications and on their website.

Hanging in our hallway wall are two new Davey Awards. One for the “Dog Origami” poster we created for Cody Consulting. Another for our TV commercial “Monolith” for Black Rock Grill. The Davey Awards feature the best ideas to come from smaller agencies with smaller budgets.

Last, but certainly not least, Schifino Lee brought home a Bronze 2017 Telly Award for our Homee TV spot “Shocking.” Special thanks to director Rob Tiisler and Company Man Studios for a marvelous production on Homee, as well as Black Rock Grill. The Telly Awards support and honor creative work in TV, cable, digital, streaming, and non-broadcast media.

Finally, we want to give a shout out to our wonderful clients on these projects for supporting great work, plus putting so much trust and confidence in the entire Schifino Lee team.

Schifino Lee - 1:41 pm July 12, 2017

Schifino Lee is right-brain ready with two new hires

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We just added two fierce female creatives to our team. This pair could run laps around any other gang in the game- literally. Not only are they creative aces, able to solve problems with a pinch of copy and a dash of design, they’re also pros at brightening up the office with their positive attitudes and witty banter.

Katelyn Sykes, Copywriter Check her out on Linkedin
Katelyn is avid. At almost everything. She’s a runner, a seamstress, a mouseketeer, an avocado farmer, a coffee chugger, a double-triple college majorer, and a nerf-gun enthusiast. But above all else, she loves writing, which was one of her many majors at USF. It’s also why she interned at PUSH in Orlando and Schifino Lee before we offered her a full-time gig. Now she hones her style every day and delivers for clients like Alessi, The Tampa Museum of Art, and Ameriflight. She’s who every writer wishes they could be, if they wanted to run 13 miles every day while reciting unrequited puns from Star Wars.

Delaney Parsons, Production Artist Check her out on Linkedin
We have a feeling Delaney might be a spy for the illuminati, because when it comes to print production she truly is the all-seeing eye. Not one nitty-gritty detail escapes her notice. She’s a pro at helping us go from concept to flawless execution on every project. Delaney graduated from the University of South Florida – St. Petersburg with a BFA in Graphic Design and a minor in Art History. She then put those skills to work as a Junior Art Director at Dunn&Co., working on clients such as Tijuana Flats, Baxter Healthcare, and United Way, before joining our team. Her attention to detail extends beyond our four agency walls to everything from fashion and makeup, to fitness and form-perfect pushups. Don’t let her fool you though, we’ve seen her sneak a doughnut (or two) in the office.

When they’re not busy being creative craftsmen, these two are always up for good conversation, so feel free to stop by and say hello.

Harra Little - 4:28 pm July 10, 2017

The teachings of a teenage heartthrob.

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Patrick Verona is dreamy. Anyone who has ever seen 10 Things I Hate About You will attest to that fact. To the men reading this, don’t lie to yourself, you know it too. But he’s more than a pretty face. And in the hundreds of times I’ve watched that cinematic masterpiece play out on my old VHS player, there’s always been one line he says in that perfect Australian accent that has stood out to me:

“Don’t let anyone, ever, make you feel like you don’t deserve what you want.”

He says this to a young Joseph Gordon-Levitt, encouraging him to stand up for himself and complete the cycle of the romantic comedy in which we all know he will get the girl. But even out of context, this has always been a powerful quote to me.

Take a step back from the silver screen with me for a moment. Here at Schifino Lee we work in an office made up predominately of women. Strong, ambitious women who every day come in to the office with the intent of meeting their own personal goals, while bettering the agency and advancing their knowledge of the industry.

And we do not subscribe to the age-old trope toted out in so many other movies that in order to succeed in your career you have to put other women down. Because we are well aware of the fact that our accomplishments and successes are not mutually exclusive. In fact, one of my favorite things about working with these intelligent women is that we are here to encourage and uplift each other on a daily basis.

Having a bad day? Well, I thought your design concept was refreshing and original.

Looking to further your career? Come shadow me for a few hours, I’ll teach you more about what I do.

Trying to expand your industry knowledge? I have a book you would love.

It’s these kinds of daily interactions that allow us to build a community of empowerment and positivity that keeps us women on each others side. We push each other to the next level of our careers, and keep track of each other’s goals so we can help in any way we can.

To the women in the office: you’re more than a pretty face. Don’t let anyone, ever, make you feel like you don’t deserve what you want.

Schifino Lee - 11:38 am June 26, 2017

Crafting the Hydroponic Difference

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Farming just got a makeover. It’s been cleaned up, freshened up, and the results taste better than ever. Red Barn Hydroponic Farms, home of Art of the Seed, is a 1,800 square foot seedhouse feeding an ever-evolving 22,000 square foot state-of-the-art growing greenhouse. Just a few miles east of downtown Tampa, Art of the Seed takes a new and innovative approach to typical vegetables, fruits, herbs and specialty crops, using a method known as Hydroponic Vertical Growing. Through this controlled environment, each seed is given the proper care and devotion necessary for prime growth each year, resulting in pure, healthy crops.

In order to help the company grow from the ground up, Art of the Seed partnered with Schifino Lee to develop branding, messaging, supporting marketing materials, and communications strategies. The goal of this branding initiative was to effectively establish them as an industry leader – a unique destination for agricultural retail, culinary experiences, and outdoor activities – by touting their innovative techniques and deep respect for nature.

To start, Schifino Lee created a gorgeous logo with modern, hand-crafted characteristics, as well as a brand strategy focused on positioning Art of the Seed as the future of traditional farming. The marketing communications included a unique brochure, stationery package, social media strategy, and website, while the updated, vibrant photography accurately depicts the Art of the Seed brand. The website touts the company’s philosophy, their strategic and unique farming methods, and the remarkably fresh produce that’s currently available at their roadside stand. Stop by and taste the fresh, environmentally friendly produce for yourself at 10302 McIntosh Rd., Dover, FL 33527, or visit us online at artoftheseed.com.

 

Ben Lee - 11:44 am June 16, 2017

Finding Inspiration at Local Art Shows

Local art shows are always a great source of inspiration for me… some better than others.

Wandering through the aisles of a show, a select few pieces will grab my attention and lure me into the artist’s booth. There I stop and focus and usually discover a greater sense of appreciation of the work. And when I meet the artists themselves, I gain a deeper level of admiration, connection and understanding. I usually grab a card from every artist that captures my attention – and the collection of cards becomes a mosaic of my mood that day. Here’s what caught my eye at the recent Gasparilla Arts Festival in Tampa.

And, by the way, money spent on a piece of art is always money well spent.

Screen Shot 2017-06-15 at 4.00.48 PM Turnstiles by Sean Berry

 Untitled by Randall Smith

Every Block a Brand New Game Every Block A Brand New Game by Michel Delgado

Screen Shot 2017-06-15 at 4.02.11 PM River Shadows by David Skinner

asanka-lady_1_orig Asanka Lady by William Kwamena-Poh

Rooster Love Rooster Love by Missionary Mary Proctor

 

Mitch Feickert - 2:04 pm June 9, 2017

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

A tiger shark gliding gracefully past accompanied by a remora fish

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

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

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

Schifino Lee - 10:11 am June 7, 2017

Schifino Lee adds a Coxswain and a Super Computer to its crew

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Look what we did. We’ve upped our playing field, multiplied our mind power, added some sharp new strategic knives to the Schifino Lee arsenal. Our fresh, new pair of account managers is ready to take on the world, starting with some of Tampa Bay’s finest clients.

Elizabeth Ayers, Account Executive 

If you’re ever looking for some strategic skills in the advertising field, look no further than, well, down on the field. Elizabeth has gotten her hands dirty in the marketing and PR departments of several big leaguers, from the Baltimore Orioles to our very own Tampa Bay Buccaneers. She was even a Division 1 NCAA athlete herself while at University of North Carolina – Chapel Hill, leading her crew to victory as coxswain of the rowing team. Now she’s an advertising pro, with an uncanny ability to analyze stats and figures, and then design a game plan that gets clients to their goals. And when she’s not in the office, we hear she’s a real connoisseur of baseball cuisine.

Mackenzie Reed, Account Coordinator

Mackenzie excelled through the advertising program at University of South Florida, nailed internships at PPK and Schifino Lee, and now impresses clients like the Tampa Museum of Art and Alessi with her fresh strategic thinking. All because inside her head is a super computer, fueled by coffee, that outperforms on every project that comes her way. Equal parts humble and brilliant, Mackenzie would probably be Prime Minister of Europe, or something, if she weren’t addicted to advertising. But lucky for us, she is. So we try and keep her happy by letting her handle all the super-challenging assignments. .

Stop by our office to meet Elizabeth and Mackenzie any time. Just be sure to bring lots of crackerjacks and coffee with you.

Paola Schifino - 5:28 pm June 1, 2017

Brands that #RefuseToLose

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Recently, a potential client was sharing his background and mentioned that while he had studied advertising in college he knew that to support his family he needed to take a real job—not settle for some typical fly-by-night advertising agency.  Mind you, he was talking about different times, so as the co-founder of my own agency, I didn’t take offense. But it did get me thinking about how, over a period of 25 years, Schifino Lee has managed to beat the ad industry odds to successfully remain one of the premiere boutique firms in the southeast?  The secret boils down to constantly revisiting and redefining our brand’s value proposition in order to turn adversity into opportunity.

Years ago, at a time when most agencies serving the mid-market were focusing on design and aesthetics, Schifino Lee was focusing more on strategy and results. With that value proposition, our small firm was able to win major brands, such as AT&T and The New York Yankees. During our history we have constantly reevaluated our brand, going from Schifino Lee Advertising to Schifino Lee Advertising and Public Relations to Schifino Lee Advertising and Marketing, and last but not least, to Schifino Lee Advertising + Branding.

Today, the world of branding reaches far beyond traditional media to affect digital media, social media and even culture—and so does our agency.

There are many triggers for reevaluating your business’ brand.  Here are just a few examples:

  • Launch of a new product or service offering
  • New competitor entering your space
  • Your brand is stale
  • Technology has changed your business
  • Your business is experiencing significant growth
  • Sales are trending down for a significant period
  • Your brand no longer represents who you are

No matter the size of your company or its past success, achieving real longevity means refusing to lose by regularly evolving your brand to stay in step with the times.

Chad Grandey - 2:07 pm May 16, 2017

The Delicious, Braised Filler In Between The Commercials.

HELL'S KITCHEN: Chef Ramsay (R) yells at Tek (L) during dinner service  on an all-new HELL'S KITCHEN airing Tuesday, Aug. 11 (8:00-9:00 PM ET/PT) on FOX. ©2009 Fox Broadcasting Co. Cr: Patrick Wymore/FOX

Credit: Patrick Wymore/FOX

Ever since I found out that reality TV shows are fake, I stopped watching them (well, most of them). But there is one that I enjoy on a regular basis. Gordon Ramsay’s Kitchen Nightmares.

No, I’m not looking for tips for making potatoes-boulangére or even interested in the restaurant business. Nor do I watch it for the disgusting rat droppings he discovers in kitchens, or even for the colorful language he spits into peoples faces after finding a spoiled tomato.

Nope. I watch because Gordon Ramsay does everything short of bashing someone’s head in with a cast-iron skillet to ensure that they’re working with passion.

I often think of my Art Director job as a chef working the pass. And much like working in a kitchen, I work with a team. We generate ideas and concepts together, and it can be fun. But what can be the biggest challenge, often amongst ourselves as the deadline approaches, is keeping the creative standards high.

If I’m doing my job as a professional creative person, I do not want anything going out the door that’s not something the team can be proud of. And I get peeved when it’s not.

Though Ramsay’s temper is often a bit excessive, I love watching anyone with the bollocks to stand up for their passion.

The F-Bombs are the garnish.

Nordin Benhalima - 10:16 am April 27, 2017

New Technologies – Tracking Retail Foot Traffic

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Today, more businesses and retailers want to accurately quantify and measure the impact of their advertising campaigns. Due to the fact that 77% of the US population has a smartphone, it is becoming easier to determine how many customers are actually visiting a store after they are exposed to an advertisement. Digital vendors are using location data (via GPS) at a store level to gain insights on user movement and offline behavior. Companies are now also able to determine how far a customer is traveling to their business, how frequent they are visiting, and the length of time spent at a single point location. This information is helping companies narrow down their target audience and run more effective advertising programs that drive more people in their doors.

If you want to learn more about these new tracking technologies, contact our VP / Media Director Nordin Benhalima. nordin@schifinolee.com or 813-258-5858 x236

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.

Mary Rach - 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 - 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 - 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 - 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.

Amanda Koenn - 12:00 pm November 5, 2015

TAMPA MUSEUM OF ART SELECTS SCHIFINO LEE AS ADVERTISING AGENCY OF RECORD

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

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

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

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

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

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.

Amanda Koenn - 12:45 pm September 28, 2015

SCHIFINO LEE TEMPTS THRILL-SEEKERS WITH A FRIGHTENING NEW HAUNT

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

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

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

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

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

For tickets or more information visit www.Scream-A-Geddon.com.

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 - 11:52 am April 29, 2015

Scoring big with Bradshaw & the HCBF

The Hillsborough County Bar Foundation’s (HCBF) big annual fundraising event is the Law & Liberty Dinner. Each year it features a well-known celebrity keynote speaker and this year the spotlight is on one of the biggest: four-time Super Bowl-winning quarterback, Terry Bradshaw. As we have since 2008, Schifino Lee partnered with the HCBF to develop all the creative materials that attract donors to this prestigious event.

Playing off of Bradshaw’s larger-than-life personality and his long and storied Steelers career against some of the league’s toughest competitors, we developed a hard-hitting print ad, save the date mailer, invitation and event program.

On May 14th, Tampa Bay gets to see and hear firsthand what makes Bradshaw an NFL Hall of Famer, best-selling author, Emmy-winning TV co-host and much more. For more information on the event, visit The Law & Liberty Event Page. Tickets and sponsorship opportunities are still available. To purchase tickets, call 813-221-7777. For sponsorship info, call 813-221-7774.

Amanda Koenn - 12:42 pm April 15, 2015

Mobilegeddon is Coming April 21. Is your site prepared?


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

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

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

 

Amanda Koenn - 11:49 am March 24, 2015

How to Target the Modern Day Mom

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

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

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

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

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

Schifino Lee - 4:18 pm March 9, 2015

Joanna Lord at GIF: Community Over Everything

Last week I had an opportunity to attend a portion of the Gasparilla Interactive Festival. As I listened to Joanna Lord speak about her passions and the growth of her business, it really sparked something in me; Business shouldn’t  just be about products and revenue, but it should also have a large emphasis on community.

If you want a successful business, you need to go the extra mile and do something completely unnatural to increase your growth as a company. Joanna talked about taking risks and empowering everyone to be their best selves.

For Porch, the company she currently works with, she discussed how an employee is chosen randomly each month and they are allotted a certain amount of money to do what they feel will help the company (whether it is an social outing for the employees or it is to bring a speaker in for a day to teach them something new). She said that the title of the person has no relevance in this matter, because everyone has something they can bring to the table.

She stressed how important community is within the company, and to make sure that all employees are happy, which increases their chances at being successful as a whole. Which make sense… if employees are unhappy coming to work; they won’t perform as well and in turn the business will suffer. Therefore, community and employee happiness is key in a successful company.

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 - 12:18 pm

Strategy, Planning, & Bumper Cars

How freeing it is to slam the pedal all the way down, pushing so hard you almost crack through the floor. Smile. And navigate like a drunk baby. Not without a care- not like Louise letting it all go over the edge- just the opposite. In a bumper car, your cares are lifted and you are free to cruise in any direction.

I’ve been in four wrecks over the past 32 years. The first three turned me into a timid driver; the last one-  a terrifying head-on collision-  gave me confidence. I realized there’s no point living a life filled with fear. It’s too heavy a burden and we can accomplish so much more without it.

When we create, we have to be the same way, confident and free. Our best solutions hit when nothing is holding us back. So, we open our eyes to new possibilities. We say powerful things like “What if” and we take chances. A lot of chances. The greatest minds are not the greatest minds because they drove a 2007 Toyota Corolla like it was a 2007 Toyota Corolla; they drove it like it was a rocket-fueled Bumper Ferrari.

This year, plan for success. Build a strategy around research and big ideas. Define your goals and aspirations. And take every opportunity available to say “What if” and see where it leads.

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.

Mary Rach - 5:10 pm December 29, 2014

Why We’re Creatives

I’ve found that those of us on the creative side of advertising didn’t really have a choice. We were born this way. We feel the need to create and we do it. We must have an outlet lest it drive us insane. Art directors, copywriters, production artists, creative directors…we all felt the calling.

Growing up I always had a new art project. Like most kids, it started as finger painting, then crayons. Before long, I was taking art lessons, painting, drawing, sculpting, photography, writing stories- anything to keep the creative juices flowing. Before long, it evolved into learning guitar, and later bass, drums, and eventually singing. Playing music soon led to starting and joining bands. The bands needed promotional materials but we never had the funds to pay someone to create it all for us. So, this led to me learning graphic design, website design, marketing, computer animation, photography, and video editing. The need to learn and create led to more learning and creating. I could never get enough!

When the reality sunk in that my dreams of rock stardom may fall through, I began to think about what I wanted to do with my life. There was no question that it had to be creative, so I started at a small company as a graphic designer using the skills from all that learning and creating.

I think most of us have similar backstories. We often have creative hobbies that exist outside of work, from music and fine art to woodworking and photography. Whatever the medium, it all comes from the same place. Along with that insatiable urge to create, create, create.

Schifino Lee - 5:56 pm December 23, 2014

Merry Christmas vs Happy Holidays

 

 

 

 

 

 

 

 

 

 

As the holidays are just around the corner, we are continuously bombarded by messages of season’s greetings everywhere we go. However, over the years, messages have changed from “Merry Christmas” and “Happy Hanukkah” to “Happy Holidays”. Companies under pressure to avoid alienating their customer base have made decisions to go with a generic message.

Having been raised in a household which celebrated both Hanukkah and Christmas, this has always interested me. In fact, as I write this, I sit between a Christmas tree and a menorah.

So what do you think? Is “Merry Christmas” an acceptable festive greeting or a religiously alienating term which has no place in corporate America?

Many religious and political organizations have taken a stand on either side of the fence regarding this topic.  The American Family Association (AFA) has started a naughty or nice list which calls out major retailers using the more generic season’s greeting in their December advertising. This year’s “naughty” bunch includes companies such as Barnes & Noble, Office Depot, and Victoria’s Secret. The AFA has even gone as far as to spearhead a one-month boycott of PetSmart for their censorship of the word “Christmas”.

According to the AFA, the trend is swinging back in favor of Christmas as they’ve seen the percentage of retailers referring to Christmas in their holiday advertising rise from 20 percent to 80 percent over the past 5 years.

Personally, I have no problem with saying “Happy Holidays”. However, if you feature a Christmas tree in your ad, you may as well say “Merry Christmas”.

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 - 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 - 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.

Amanda Koenn - 1:20 pm July 25, 2014

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

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

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

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

Click here for more information or purchase tickets online.

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)

Amanda Koenn - 10:58 am July 11, 2014

You Don’t Know Duck!

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

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

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

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

Amanda Koenn - 11:24 am June 18, 2014

Thinking right inside the box for HOPCO

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

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

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

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

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.

 

Amanda Koenn - 12:18 pm June 4, 2014

Schifino Lee Helps Provide Solutions to Uncertainty

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

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

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

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

Ben Lee - 9:59 am May 21, 2014

Standing the Test of Time

In the world of advertising and marketing, there are as many books on the subject as there are agencies themselves. Some are good, some are great, and some are just plain horrible. So how do you pick the wheat from the chaff? Our agency’s senior copywriter, a reader of books himself, found an excellent article that recommends some great books on marketing and creativity that have stood the test of time.

Check out this Top 5 list and enjoy: http://www.adweek.com/adfreak/5-marketing-and-creativity-books-stand-test-time-157640

Schifino Lee - 10:05 am May 16, 2014

If consumers are not taking a break, why should your marketing campaigns?

 

Today, we are seeing an increasingly “always-on” culture. People are staying connected to avenues of communication, whether that means broadcast media or mobile devices, virtually all the time. This means, instead of targeting consumers through carefully chosen time slots and seasons deemed most appropriate for a product’s projected demographic, marketers need to be ready, willing, and able to reach potential consumers at all hours of the day, every day of the year.

There are endless avenues of communication; if consumers are not taking a break, why should your marketing campaigns? In order to get a better look at the challenges and issues in today’s changing marketing world, Advertising Age|BtoB and Kern, an Omnicom agency, conducted a study, the results of which highlighted eight key strategies the most successful companies have adopted. Here is a brief description of “The 8 Pillars of Marketing Success.”

  1. You must adapt to being “always-on”. Roughly 39.1% of marketers are currently implementing always-on programs.
  2. Embrace Big Data to your advantage even if that means utilizing only one segmentation such as demographics or existing customer surveys.
  3. Today’s consumers are savvy and have a world of information at their fingertips; in order to catch their eye and keep their attention, spoil them with access to information about your product.
  4. Create a variety of available content and connect with buyers at varying buying stages.
  5. Earned media, social media in particular, has just as much, if not more, power and potential than owned or paid media.
  6. Be smart and be selective but be willing to put in the work. “Attempt to score leads appropriately, qualify the ones you send to sales, and nurture the ones that need further information.”
  7. Cooperation and open communication with sales benefits everybody.
  8. Knowledge is power and metrics are critical in knowing what approaches are working so you can adjust, improve, and move forward.

Click here to download the full white paper.

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 - 11:45 am April 24, 2014

Insuring an improved user experience for M.E. Wilson

M.E. Wilson, “one of the top risk management and insurance agencies in the nation” according to The Independent Agents of America, needed a trusted partner to update the company’s website. So when choosing the right firm to do the redesign, it was no surprise that the insurance agency founded 94 years ago selected the advertising agency that has stewarded the M.E. Wilson brand for the past 12 years: Schifino Lee.

As the virtual face of the company, M.E. Wilson’s website speaks to customers and facilitates a deeper working relationship between the company and its clients. M.E. Wilson tasked Schifino Lee to not only redesign the site, but also improve the overall user experience for both desktop and mobile visitors. The new site’s homepage now welcomes visitors with a clean, uncluttered design and features content showcasing the agency’s services and expertise. The redesign also includes new elements such as client videos and testimonials.

Navigating the insurance marketplace can be a tough task, and Schifino Lee understands how important it is to simplify content and navigation by highlighting only what’s necessary. We are proud of our long-standing relationship with M.E. Wilson and highly recommend them as their insurance customers ourselves.

Schifino Lee - 2:29 pm April 10, 2014

Music and Marketing

According to the IEG Sponsorship Report, North American-based companies such as Pepsi and Doritos will spend about $1.3 billion this year to have their names attached to everything from concert tours and festivals to music venues. With music festivals drawing anywhere from 75,000 to 3.2 million concert-goers, it’s no surprise that brands are ever-increasingly inserting their presence in the music scene and becoming sponsors of artists and events to reach the youth market.

Not only are brands associating themselves more with artists and events, but also with other brands. For example, now that everyone has chosen their favorite streaming service (Pandora, Spotify, Grooveshark, Rdio, take your pick), car companies want you to be able to access that service through your brand new 2014 model car. That’s right, from about $100 to $300 a bundle, you can have smart phone-free access to your music streaming account. Now, all that’s left to do is for Honda and Mercedes to figure out which service they prefer to align themselves with.

Lady Gaga, reigning queen of pop music, stated in her keynote interview at SXSW in Austin, Texas last month that, “without sponsorships, we wouldn’t have any more artists coming to Austin, we wouldn’t have any more festivals, because record labels don’t have any money.” If the record labels don’t have the money to promote and sponsor their artists, then Doritos is surely more than happy to place their brand front-and-center at Lady Gaga’s sold-out concerts and gain access to her 41.2 million followers.

Schifino Lee - 3:18 pm April 3, 2014

P&S Transportation “Delivers Great” with new branding and website

Schifino Lee recently launched a new brand and website for P&S Transportation, a leading national flatbed trucking and logistics company. The site’s contemporary design, poised messaging and heroic imagery of P&S drivers, employees and trucks reflect the company’s new tagline: “Others deliver goods. We deliver great.”

P&S Transportation engaged Schifino Lee to develop a new image and positioning that more accurately reflected the company. The Schifino Lee team immersed themselves in the P&S Transportation brand through discovery meetings with the executive team, staff members and drivers in order to understand the company’s values and focus for the rebranding.

“Delivering great means a company-wide commitment to providing the safest trucks and drivers, the finest staff and technologies, all focused on providing the best customer service and experience,” said Robbie Pike, CEO and Co-Founder of P&S Transportation, adding: “Our new website helps further that experience.”

In support of the new brand and website, Schifino Lee also assisted P&S Transportation in developing Driver Recruitment & Customer Brochures, a Driver Welcome Video, Stationery Package, Screen Saver and Prezi Presentation.

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 - 11:56 am February 7, 2014

beautiful solution for a serious problem

The Vein and Vascular Institute of Tampa Bay offers complete vein care for all types of patients and all types of veins. However, there was disconnect in the vascular industry and people believed that vein issues were simply cosmetic when in actuality they can be life threatening. The reality of the situation is that a vein screening could save your life.

Schifino Lee successfully assisted the Vein and Vascular Institute in publicizing their most valued message to the public – that varicose veins are not just a cosmetic concern, but a serious medical issue. The campaign, “Long Live Legs,” helped The Vein and Vascular Institute of Tampa Bay change this misconception.

Through digital and Facebook advertising, billboards, and television spots in English and Spanish, Schifino Lee helped escalate referral business and clientele. By advertising one free screening that could save your life, The Vein and Vascular Institute has been overwhelmed with calls from potential clients, especially those of Hispanic descent due to the effective Spanish TV spot. Overall, their business has increased with their local reach greatly expanding and is now positioned as a leader in the varicose vein industry.

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 - 11:21 am January 23, 2014

New TV campaign targets families affected by drug addiction

The Phoenix House is a drug & alcohol rehabilitation organization with over 120 programs throughout the United States. Although the Phoenix House helps thousands of people annually, there is still a large barrier to getting people the help they need. Since many patients come in via referral, it is important that those with loved ones affected by addiction understand just how important getting treatment is.

To create awareness for the Phoenix House throughout the Tampa Bay area, Schifino Lee developed a TV spot centered on the idea that every addict is a ‘ticking time bomb’ that has the potential to explode the family at any moment – so don’t overlook the symptoms. As a result of the spot, Phoenix House saw a big increase in telephone inquiries and website visits over the spot’s 3-month schedule.

To learn more about the Phoenix House, or if you know someone affected by drug & alcohol addiction, visit www.PhoenixHouse.org.

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!

Amanda Koenn - 1:47 pm November 13, 2013

We.Love.Good.

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

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

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

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.

Amanda Koenn - 12:20 pm October 30, 2013

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

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

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

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

Amanda Koenn - 9:11 am August 14, 2013

Letter from Governor Rick Scott

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

Letter from Governor Rick Scott

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.

Amanda Koenn - 9:52 am July 2, 2013

Website Wins Award of Excellence

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

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

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 - 2:31 pm June 21, 2013

Instagram or Vine: What’s the Right Choice?

Almost immediately following Instagram’s announcement that it added video recording capabilities to its already popular app, the debate over Instagram vs. Vine started heating up. But as we listen to the arguments over which platform we should embrace and choose to evangelize to our clients, I have to ask the question, why can’t both win? After all, how many other social platforms have been declared dead when something new is offered only to continue finding success in spite of what the “experts” said?

Facebook, Google+ and Twitter have all at one point played each side of this victor becomes victim scenario, and now Vine joins the list. But each time we come to learn that each of these tools speaks to a specific audience that identifies and fills a need within a vast and very diverse space. We tend to think in absolutes, where there always has to be a single great option. The fact is that people are not absolute. They don’t come from one mold and no one thinks, acts or makes decisions the same way. Instead, the challenge needs to turn to finding the best way to use each tool to create engagement within each of these audiences. Just as developing content for Facebook and Twitter is very different, I believe we’re going to find the same to be true with Instagram and Vine. There may be some overlap, but I think there are huge advantages to be found within both channels, and I for one am very excited to see how these endeavors unfold. This doesn’t have to become the Pepsi vs. Coke, Chevy vs. Ford, Mac vs. PC, cat vs. dog debates of the past. The brands that embrace the people that truly love both will be the winners.

Schifino Lee - 11:58 am June 11, 2013

Consumer demand for new homes leads to refreshed branding for home builder

Homes by WestBay, an award winning home builder based in Tampa, FL, wanted to refresh their brand to capitalize on the recent uptick in demand, as well as build awareness with new homebuyers and realtors. Homes by WestBay engaged Schifino Lee to revamp their look and create an advertising campaign to not only gain a larger audience but to enforce that with Homes by WestBay your Someday home can become a reality today.

Schifino Lee prepared a campaign consisting of a refreshed logo, email advertising and billboards. The campaign was used to highlight your Someday home at an affordable price while showcasing its beauty through high quality imagery.

While the logo embodies a relaxed feel, the company is fast paced in the world of homebuilding. Homes by WestBay’s Capri model was recently awarded the 2013 Grand Diamond Award by Tampa Bay Builders Association.

Paola Schifino - 3:43 pm May 31, 2013

IDENTIFYING YOUR NEXT GENERATION OF CUSTOMERS

When it comes to business, client relationships are your most important asset.  Your long term clients know who you are, understand your full scope of services, and know what you can do for their company. But what happens when a new generation of customers ladder up. Don’t assume they have been briefed on your great relationship or how you have come to their company’s rescue on more than one occasion.

In fact, even if they are aware of your company and its services, this next generation client might not value the company you are today or the way you present your services. They might seek a company with a more innovative approach. The truth is, when it comes to the next generation client – perception is reality.

Identifying and nurturing a new generation of customers is imperative and will require you to take action:

  • Don’t assume your current contact will be there forever. Communicate your brand on an ongoing basis to relevant players in the department even those subordinate to your point of contact. You never know when they’ll move up.
  • If a new player enters be sure to introduce your brand and services. Don’t assume they have been briefed on your company’s greatness.
  • Connect with your new contacts on LinkedIn and if your company has an LI Group invite them to connect there as well. Follow their companies FB pages.
  • Most importantly evaluate your brand every two years. If you haven’t evaluated your brand in the last 5 years you are on the verge of extinction. The next generation customer has a whole new set of values and needs that might not line-up with your company’s offering and brand.
    • Conduct customer surveys and/or focus groups (be sure to include non-clients in this research)
    • Afterwards, adjust operations and service offerings if needed
    • Re-align your brand based on customer insights and retooled services
    • Develop strategic messaging for each audience

Remember, if you don’t define who you are to your next generation client, your competitor will do it for you.

Amanda Koenn - 11:23 am May 23, 2013

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

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

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

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