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Archive for the ‘Media’ Category

Schifino Lee - 4:47 pm July 5, 2016

Strengthening the Pride and Perception of Gerdau Steel

Gerdau Steel Proud cover blog

 

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 - 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 - 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 - 12:45 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 - 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 - 1:16 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.

Scott Paul - 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 - 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 - 4:57 pm September 18, 2014

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

 

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

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

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

Schifino Lee - 11:46 am August 29, 2014

The art of media planning/buying at Schifino Lee

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

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

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

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

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

Schifino Lee - 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.

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

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

Rebecca Scott - 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

Rebecca Scott - 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 - 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/

 

Jeannette Adelman - 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.

Scott Paul - 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.

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.

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!

Schifino Lee - 9:55 am September 24, 2013

Traditional TV: People are still watching. A lot.

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

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

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

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