Business Archives - The Tampa Bay 100

Making Time for Vacation

Publisher Missy MacFarlane, APR, at the Falls of Bruar in Scotland last year. She managed to fully unplug during three of the five workdays away.

I normally love to see a list ranking the Tampa Bay region at the top. But a new report isn’t a reason to rejoice: Tampa ranked third among 30 metro areas for workers who don’t use time off.

This hit close to home: I’m guilty of not taking vacation time and often not unplugging when I’m away from the office. Once, I checked a job candidate’s references while sightseeing on the National Mall.

But I’m working on it, and I’ve found that pre-planning and communication with staff and clients helps me do better at unplugging and enjoying time off.

– Missy MacFarlane, B2 Communications

Economy

Are Low Gas Prices Here to Stay?

Normally, gas prices are up 25 to 35 cents a gallon in the summer. But that isn’t the case this year.

It’s an exciting time to be driving, especially if you’re planning a summer road trip. And while gas prices historically rise in the summer, that’s not the case this year.

The price of oil has fallen since January because new technology has allowed the U.S. to produce an excess of oil, pushing the cost of production down.

Americans are also driving fewer miles, and as people shop more online, they are taking fewer trips to the store. These factors are combining to keep demand low, and, in turn, lowering prices – a trend that should continue for the foreseeable future.

– David Ide, USAmeriBank

Startup Scene

App Makes Home Maintenance Easy

Homee’s maintenance service is available for any type of property, from homes and condos to offices and restaurants.

You can use an app to order a car, lunch or cocktails to your door.

Now Tampa-based Homee is changing how homeowners and property managers find, schedule and pay for qualified services. The on-demand property maintenance app delivers service providers for heating & air conditioning, plumbing, electrical, and handyman services in approximately 30 minutes – no appointment necessary.

Florida Funders, a Tampa-based venture capital firm with an equity crowdfunding portal, was the lead investor in Homee, providing $760,000 in a $1.35M round. The funding will support expansion from 10 Florida cities plus Cincinnati, Ohio into new markets.

– Alana Siceloff, B2 Communications

marketing

Podcasts: Changing the Game

Apple's plans to make analytics available for podcasts could be a game-changer.

In today’s digital marketing age, analytics are everything.

And soon, the power of analytics to shape and rank content is coming to podcasts – already a medium with millions of listeners. Until now, podcasts have had few metrics, but when Apple launches podcast analytics later this year, marketers will gain valuable insights into how a podcast’s audience is engaging, such as:

– when and where people listen;

– if and when they stop listening;

– and whether they stay tuned for ads.

Analytics should make podcasts more appealing to marketers, in turn increasing financial support for podcasts – a win for marketers, producers and listeners.

– Kyle Parks, B2 Communications

Startup Scene

Local Startup Peerfit Gets $2.3 Million Infusion

Peerfit co-founders Scott Peeples and Ed Buckley, III, Ph.D. are working with carriers, brokers and employers to redefine corporate wellness.

Tampa-based digital health startup Peerfit recently closed a $2.3 million investment round that drew notable local business leaders.

Tampa Bay Lightning owner Jeff Vinik and Colliers International Florida Executive Chairman Lee Arnold were among the investors who backed Peerfit in the round. Investors from Florida Funders and PAR/ARK Applications, along with healthcare and digital health veterans, also contributed.

With this funding, Peerfit will continue its national expansion efforts. More than 30,000 people have access to Peerfit’s network of local fitness studios in more than 30 cities, which includes New York City, Los Angeles, Tampa and Atlanta.

– Missy MacFarlane, B2 Communications

Management

Use Background Checks With Caution

Many employers conduct background checks on potential employees.

Background checks, which have long been standard in the employment process, should be used with caution.

Problems often occur when employers don’t make it clear to applicants that a background check will be conducted and that information obtained could affect their hiring decision. Even web searches that show an applicant’s publicly-available information on social media could land an employer in legal trouble if proper steps are not taken.

Employers should be prepared to show how information obtained in a background check is relevant to the position or to the company. Review your hiring practices to ensure they are compliant.

— Steve Bernstein, Fisher Phillips

public relations

Repurpose, Repurpose, Repurpose

Repurposing content can save time and resources when you are in a content rut.

Repurposing content is taking content previously used for one purpose and reusing it for another. It’s a useful strategy that allows you to reach a broader audience and diversify your content while maintaining consistent messaging. Try these repurposing strategies:

Create a social post out of an underperforming newsletter to address your audience directly, possibly catching the eye of a follower who dismissed your previously sent newsletter.

Repurpose old photos for new creative graphics to use on social media, a blog or eNewsletter.

Repurpose videos by cutting them into short videos to create an innovative mini-series to post on Facebook.

To learn more tips, visit here.

– Haley Haas, The Atlanta 100

Business

Best Marketing Practices for Small Business

Small business doesn’t have to mean less business. Check out the best ways to promote your brand.

Small business marketing presents unique challenges. Budgets and resources are typically smaller but don’t have to be barriers for effective marketing. Here are some tactics to promote your name while growing your customer base:

Social Media: Vital in today’s digital world – it’s the best tool for communicating directly with customers, presenting your brand and reaching large audiences with boosted content.

Community Involvement: Engagement in local activities provide platforms for promoting your business, networking with fellow entrepreneurs and building customer connections.

Added Value: What can you give customers your competitors aren’t? Loyalty programs, personalization options, educational content? Go above and beyond.

– Natalie Ghidotti, The Arkansas 100

The 100 Gal

PR Campaigns Among Best in State

Metro Development Group President Greg Singleton speaks with the media about the first Crystal Lagoon — a 7.5-acre aquatic amenity with clear blue waters.

B2 Communications’ work is gaining statewide recognition. The firm has been named a finalist for three Radiance Awards, which recognize outstanding strategic public relations programs in Florida.

These B2 campaigns are statewide finalists:

– A fee-waived adoption campaign to help more pets find homes for SPCA Tampa Bay

– Construction preview event for the country’s first Crystal Lagoon for residential developer Metro Development Group

– Expert positioning campaign for commercial real estate brokers who work at Colliers International Tampa Bay, Southwest & Central Florida.

The Public Relations Society of America (PRSA) Sunshine District will announce award winners on June 22. Wish us luck!

– Missy MacFarlane, B2 Communications

Communication

Connect With Your Team Through Video

As USAmeriBank has grown, the marketing team partnered with Three Chairs Productions on “Cup of Joe” videos with CEO Joe Chillura to communicate with employees. Here, Joe visits with bank customer Gulf Marine.

As organizations get bigger, leadership teams should look for ways to keep a personal connection with employees.

USAmeriBank executives realized this, and wanted something beyond a typical newsletter or intranet. The solution: “Cup of Joe,” a quarterly video with bank CEO Joseph Chillura.

The videos feature Joe, often joined by employees, out in the community visiting with customers. This approach is an engaging way for Joe to update employees on the bank’s performance instead of speaking into the camera at a faceless audience. “Cup of Joe” makes it feel as if Joe is talking with employees, rather than at them.

– Matt Spruiell, USAmeriBank

public relations

Three Tips for Getting the Media’s Attention

WUSF's Mary Shedden gives tips during the media panel, which also included ABC Action News' Dustin Chase (left) and Sean Daly (center). (Photo courtesy of PRSA Tampa Bay)

Journalists receive 200 to 1,000 emails per day. Getting their attention can be difficult.

Experts on PRSA Tampa Bay’s recent media panel, which gave PR pros an insider’s perspective on how to break through the onslaught of emails, offered this advice:

1. Know your audience. The Tampa Bay Business Journal only wants business news, while WUSF-FM goes in-depth on the local impact of state or national trends.

2. Explain how you can bring the story to life with photos, videos, experts or a customer.

3. Use the subject line to highlight the event date and relevant details.

– Missy MacFarlane, B2 Communications

Mile High Views

What Kind of Leader Do You Want to Be?

Being a good leader takes practice and dedication.

Are you a leader, or poised to be one? As such, you can create fear and confusion or inspire and motivate. To achieve the latter, lead by example, creating a vision and setting a clear path for achieving it. The most effective leaders are excellent communicators, not afraid to do the work required to achieve success. Other key qualities of leadership include:

• Courage

• Integrity

• Humility

• Focus

• Cooperation

And you will earn the respect of those you lead with authenticity, aligning what you say with truth and reality. Leadership is not always innate, but can be cultivated with practice and dedication.

– Lisa Cutter, The Colorado 100

The 100 Guy

Retailers: Create An Experience In Your Store

Ryan Kratz, president of Colliers International Florida (left), with The Tampa Bay 100 contributor Tyler Killette (center) and co-publisher Kyle Parks.

Traditional retailers often complain about online shopping hurting their business.

Ryan Kratz, President of Colliers International Florida, has another take. The real issue, he says, is that many brick-and-mortar retailers don’t provide their customers with the experience they are seeking.

“Macy’s and Sears haven’t changed their stores in 30 years,” he said recently at the Urban Land Institute’s Florida Summit in Tampa. “People want an experience in a store. Otherwise, why not buy online?”

One solution: Augmented and virtual reality will revolutionize the way retail products are viewed and sold, and will minimize returns and re-work simultaneously.

– Kyle Parks, B2 Communications

The 100 Gal

Support for Local Women Entrepreneurs

Working Women of Tampa Bay is the largest female networking group in Florida and hosts more than 20 events every month.

Over the past decade, women-owned businesses have grown five times faster than the national average, with Florida leading the way.

Working Women of Tampa Bay supports local female entrepreneurs through its collaborative community and network of 700+ members. The group provides education and connections through seminars, workshops, luncheons and more.

The organization’s Foundation also offers seed money, ranging from $500-$1,000. The grants are given to women entrepreneurs who need a hand starting a new business or project.

The Foundation awarded $4,000 last year, and hopes to give $10,000 this year. Applications are open all year.

– Missy MacFarlane, B2 Communications

Peerfit Partners With National Brand

Your employer could soon pay for classes at your favorite fitness studio.

Tampa-based digital health startup Peerfit is now partnering with MINDBODY, the leading provider of cloud-based business management software for the fitness and wellness services industry.

It has been difficult for individual fitness studios to connect with companies who offer wellness programs to employees. On average, companies spend $700 per employee on wellness programs each year. Through this partnership, Peerfit enables fitness studios to connect to corporate wellness programs to fill classes and reach new members.

Peerfit is currently in 30 cities. This partnership has the potential to expand the company’s footprint to nearly every city in the country.

– Missy MacFarlane, B2 Communications

public relations

Influencer Marketing: How to Do It Right

Research, commit, invest

It’s quite the buzzword around the world, but does influencer marketing work? If done right, it certainly can, but if done wrong, it’ll see you burning through cash with little to no return.

– Research – don’t only look at social influencers’ follower counts – find out their passions and interests, and check who their followers are too!

– Commit – this isn’t a hit-and-run exercise – be in it for the long haul to reap long-term returns.

– Invest – recognize the right influencer’s value by rewarding – payment, privileges and perks!

Done right, influencer marketing can create customers who create customers. Now that’s influence!

– Tara Rogers-Ellis, The Dubai 100

The 100 Gal

24 Hours of Giving

B2 Communications works with the Community Foundation of Tampa Bay and supports Give Day Tampa Bay.

This special edition of The Tampa Bay 100 highlights 15 great nonprofit organizations that are participating in Give Day Tampa Bay, a 24-hour online giving challenge on May 2 hosted by the Community Foundation of Tampa Bay.

While 15 nonprofits are featured, there are nearly 500 nonprofits participating in Give Day and they’re impacting our community in powerful ways. Give Day is a chance to learn more about them and discover ways to support the causes that you care about.

Last year, Give Day raised more than $2 million. Make a pledge today or donate on Tuesday, May 2.

– Missy MacFarlane, B2 Communications

CEO Spotlight

100 Seconds With Marlene Spalten

The Community Foundation of Tampa Bay connects philanthropists and nonprofits to create a more vibrant community. Part of its work involves guiding philanthropists toward decisions that maximize the impact of their gifts.

This requires a deep understanding of the issues facing our region, and of the organizations that are dedicated and capable of efficiently addressing those challenges.

CEO Marlene Spalten leads the Foundation, which awarded more than $10 million in grants last year. In this 100-second video, Spalten talks about its upcoming community giving challenge, Give Day Tampa Bay, and how people can get involved – beyond making a donation.

– Missy MacFarlane, B2 Communications

Start Up Scene

Tech WaVE Helps Startups Grow

Edward J. Buckley, III, Ph.D. and Scott Peeples started Peerfit, a digital health company. The Tampa Bay WaVE member has secured $2.5 million in venture capital to date.

Tampa Bay WaVE, Inc. is a nonprofit created by entrepreneurs to help entrepreneurs get new businesses off the ground. Over the past three years, the business incubator has assisted more than 200 entrepreneurs launch and grow tech companies.

Companies like LED manufacturer LumaStream, fishing charter booking service iTrekkers and Salesforce plugin developer KiteDesk are among Tampa Bay WaVE members who have created 800 area jobs.

Funds raised on Give Day will support Tampa Bay WaVE’s 2017 strategic initiatives:

– Launching a seed fund;

– Expanding into a new Channelside location;

– Getting $100 million invested into area startups during the next five years.

– Alana Siceloff, B2 Communications

Community

Local Businesses Step Up for Give Day

Every year, USAmeriBank's executives donate more than 1,000 hours by serving on boards, working with schools, mentoring children and volunteering with nonprofits.

As USAmeriBank celebrates its 10th anniversary, we wanted to make a broader community impact, so serving as the premier sponsor of Give Day Tampa Bay seemed perfect. For 24 hours on May 2, the spotlight shines on hundreds of nonprofits doing good work throughout our community every day.

Our support goes beyond a check: our employees are getting involved, and we’re spreading the word at our branches. Stop by our Westshore branch on Give Day from 7-9 a.m. for a free Buddy Brew coffee, just for supporting the cause.

We encourage other businesses to support this important initiative.

– Joe Chillura, USAmeriBank

Business

Making a Remote Office Work

Communication is key to remote workplaces. Peerfit has weekly department meetings and cross-team meetings, as traditional businesses do, to make sure everyone is informed.

We can video conference from our phones, collaborate in the cloud or check a project’s status with one click – yet many workers commute to physical offices.

Peerfit operates in 10 states, but we don’t have a single office. Four secrets to our success in working remotely:

– Team members have core hours of availability.

– Real-time and near-constant communication happens through Slack, an online communication tool.

– Technology integrations make workflows more efficient for our teams.

– Accessibility to leadership fosters a one-team spirit.

Our employees love the flexibility, and without geographic restrictions, we’re able to recruit top talent for positions.

– Scott Peeples, Peerfit

Business

Writing Skills You Need In a Crisis

A crisis cannot be successfully handled without a capable writer.

When managing a crisis, the first thing you need is a solid writer. They must be able to impart empathy, honesty and relatability in a few paragraphs.

During a crisis, you’ll be deploying messages across multiple channels – CEO statements, social media posts and internal employee emails. Good writing is the crux of these. Here are three things your writer must know.

1. The real reason for the crisis. If your writer doesn’t have all the facts, the writing could gloss over, or completely ignore, crucial issues.

2. The ability to convey true empathy.

3. Brevity. There’s always lots to explain.

– Natalie Ghidotti, Ghidotti Communications

Business

Do You Need an Exit Strategy?

Planning an exit strategy is critical for a business to continue after the owner retires or sells.

Developing your exit strategy takes long-term planning. It’s not something that can wait until you’re ready to sell your business or approaching retirement.

Here are three considerations when planning your strategy:

1. Seek trusted counsel to help determine the value of your company based on the industry and market in which your business operates.

2. Gather a team of experts. Your banker, accountant and business attorney can collectively determine the best plan.

3. Ensure you have a shareholder/buy-sell agreement in place with your business partner. Review it periodically as the market value changes specific to your business.

– David Ogburn, USAmeriBank

Management

Bathroom Debate Far From Over

OSHA released a guide on restroom access for transgender employees in 2015 — one of many recent moves to protect the transgender workforce.

Earlier this month, the U.S. Supreme Court announced it would not hear arguments in GG v. Gloucester County School Board, which involves a transgender male high school student who was banned from using the men’s restroom.

In the absence of a High Court ruling, “bathroom bills” are popping up across the country along with more expansive state laws that prohibit transgender discrimination.

Given this, employers should be mindful when implementing bathroom usage policies. Employers may also want to consider other best practices for managing transgender employees, such as amending anti-discrimination policies, implementing a transition plan and educating workers.

– Steve Bernstein, Fisher Phillips

Work

Working From Home … Efficiently!

Working from home has its perks, but don't let your comfortable surroundings get in the way of productivity.

According to the Bureau of Labor Statistics, nearly 25% of all employed Americans do some or all their work from home.

It has its bonuses: low overhead, no commute, flexible schedule and reduced daycare costs. However, at-home employees can get distracted by household tasks, procrastinate and lack creative collaborations.

Tips for at-home efficiency:

• Develop and follow a timed schedule

• Schedule household tasks on breaks

• Pack a lunch so you don’t overindulge

• Schedule conference calls regularly with co-workers/clients/vendors

• Create a real office space

Follow these directives and you’ll optimize your workload from the comfort of home.

– Margrette Mondillo, Goodwin Group PR

Digital Age

Why You Need to Invest in Video Marketing in 2017

Utilizing high-end marketing messaging with great videographers may be the key to success in 2017.

Last year truly exhibited the power of video. Who hasn’t seen the viral success of videos like “Chewbacca Mask Mom” or Tasty videos? These are perfect examples of how good content gets watched and shared. It’s vital for businesses to incorporate video into their marketing strategies.

“People connect with video, especially if it’s presented in a way that’s authentic,” said videographer Jeff Dailey. “Video marketing should tap into how a product or service impacts real people and then demonstrate that through video narratives.”

As more companies use video as a marketing strategy, it’ll be important to start with great content.

– Natalie Ghidotti, Ghidotti Communications

Business

Communications Is the Conduit to Rebuild Trust

Three out of four respondents agree a company can take actions to both increase profits, and improve economic and social conditions in the community where it operates.

Trust in business can be difficult to come by, and per the 2017 Edelman Trust Barometer, the general population’s trust in business, government, NGOs and media has rapidly declined recently.

Trust in business dropped in 18 countries and credibility of leadership roles dropped to an all-time low of 37 percent.

To maintain trust with clients, businesses must keep consistent, reliable, open communications. By directly addressing issues you can instill trust and loyalty in your audience that you have their best interests at heart.

When it comes to public relations, upholding the principles of ethics is a key trust builder.

– Jane Dvorak, SLJ 100 Communications

CEO Spotlight

CEO Spotlight: Kyle Taylor of The Penny Hoarder

Many businesses don’t realize the importance of search engine optimization, or SEO, says Kyle Taylor, CEO and founder of The Penny Hoarder, recently named the nation’s fastest-growing media company by Inc. His St. Petersburg-based personal finance website uses keyword research to drive organic search traffic as an essential part of the company’s strategy.

It can even guide editorial decisions. For example, when “best leggings” was a trending search, they wrote a story about leggings and used the best-performing keywords to drive traffic. It’s been a top search result.

Meet Kyle Taylor in this 100-second CEO Spotlight.

– Missy MacFarlane, B2 Communications