Bayview Public Relations is part of a team recently awarded a long-term contract to drive business and tourism to Ybor City, a National Landmark Historic District. Bayview will help create and implement a comprehensive marketing and public relations plan to communicate what Ybor has to offer to its neighbors in the Tampa Bay region.
Chosen after an extensive bidding process overseen by the City of Tampa, the winning team for Ybor City Development Corp. (YCDC) was assembled by Bill McQueen, of Mercury Productions. McQueen will serve as the primary liaison for the account and fulfill video production needs. John Walkinshaw of Mercury will assist with marketing strategy and community relations. Kim Thomason, of Thomason Creative, and Jane English, of Jane English Creative Design, will provide brand strategy and creative design. Missy MacFarlane, APR, of Bayview, will serve in public relations and community relations capacities. Media Focus will outline media strategy and conduct media buying.
Ybor City's 7th Avenue, then and now (courtesy of Ybor City Development Corp.)
A division of the City of Tampa’s Economic & Urban Development Department, YCDC facilitates the development, economic revitalization and improvement of Ybor City’s Historic District and the surrounding community.
YCDC also provides staff support to the nonprofit Ybor City Development Corporation, Inc., a community advisory group to the City and the Community Redevelopment Agency on issues affecting the development and improvement of Ybor City. The elected Board is comprised of major stakeholder groups – residential, retail, restaurant/bar, professional/office, hotel, entertainment/events – and ex-officio members representing neighborhood and community organizations in Ybor City. Our team will work closely with their marketing committee, led by Veronica Swiatek.
Building dream teams
Wednesday, February 16th, 2011 by MissyIn reading the December issue of Fast Company, I realized two things. One – I am embarrassingly behind on reading some of my favorite publications. Two – Bayview Pubic Relations is ahead of the curve with our partnerships.
In “The Future of Advertising,” Danielle Sacks brilliantly captures what’s going on with the traditional agency model. In it, Angelique Krembs, marketing director of PepsiCo’s SoBe brand, explained why she opted to work with only shops that specialized in digital, PR, or promotional work, excluding all generalist firms. “…we were going beyond traditional…We realized it was unlikely we’d find everything we wanted in one place.”
As a trusted resource for our clients, we recommend or partner with creative agencies, digital firms and solo designers that match our (and our client’s) expectations and core values to create a comprehensive campaign or fulfill specific needs like brand marks, websites and collateral.
Basically, we work with select partners to create dream teams for our clients. Each member of the team brings a specific set of skills or knowledge in an industry, or fills another specific need. For example, USAmeriBank tapped Schifino Lee to build its website and create collateral materials, while Bayview serves a public relations role. Working with Mercury Productions and Thomason Creative, we’re able to help the City of Tampa Water Department develop educational outreach campaigns.
In some cases, we’ll partner with other public relations agencies or independent practitioners for specialized or additional resources for our clients. The client benefits by having the best and brightest team members working to get results rather than having one agency that is strong in one area, but is a less ideal fit in other areas.
Some chalk the new model up to a generational shift in marketing decision-makers with a digital background rather than so-called “classic marketing educations.” Others realize the old way of doing business no longer makes sense, and are finding new ways to thrive.
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