HCP developed the initial survey in 2008. At that time, there were several completed residential towers, but the units were not yet fully occupied. This study served as the benchmark, and with each year the residential population has grown—as has the outpouring of response.

Senior Research Director Sarah Lindemuth said, “Over the past three studies respondents have indicated increasing activity within Downtown Tampa, with many of its venues and attractions enjoying marked visit increases.”

Data is segmented based upon whether the respondent is a resident or worker within the Core of Downtown Tampa, the Channel District or Harbor Island. Anyone considering one of those areas their region of residence or work qualifies to respond to the online survey.

Data from this study reveals trends, reactions to new Downtown additions, insight into what those frequenting Downtown Tampa want to see change. The data has been used by the Tampa Downtown Partnership, the City of Tampa, developers, potential residents and other groups who express interest in Downtown Tampa.

The highlights of the study were that the urban market of Downtown Tampa is maturing and is a place where workers increasingly express interest in living. Moreover, the level of demand exceeds the supply, if in fact the volume of workers expressing interest in moving Downtown Tampa make the move in the next five years. Expectations of those currently residing Downtown are overwhelmingly being exceeded or met, and the respondents (residents and workers) indicate active participation in Downtown Tampa venues and activities—many at a much higher level than prior studies.

Despite the positive indicators, there are appeals for specific additions—most commonly a grocery store. Frequent requests also include mass transit accessibility enhancements, shopping and expanded retail.

HCP Chairman Pat Hill will be presenting the results at the Tampa Downtown Partnership’s Downtown Debriefing Series: Measuring Downtown Trends, on February 20, 2013, at the Tampa Club. A report of the findings will be available on the Tampa Downtown Partnership’s website following the event:www.tampasdowntown.com.

http://www.myfoxtampabay.com/story/21276396/2013/02/20/downtowns-time-has-come-buckhorn-says

Downtown Study 2013

Client: Raymond James

Industry: Financial

Challenge: Raymond James Financial wanted to execute a long-term brand equity study and evaluation in order to increase effectiveness in advertising.

Solution:

For the past 11 years, HCP has conducted various in-depth national telephonic, electronic and direct mail studies for Raymond James Financial, a major Tampa Bay Area-headquartered financial institution. The research developed through collaboration with the RJ team, and conducted by HCP varies, from basic awareness questionnaires, studies of investor satisfaction, message testing and advertising pre and post-tests.

Beginning in 1999, this financial firm and long-standing client of HCP, was experiencing severe competition within the financial marketplace. RJ needed to increase its awareness share within a fairly “cluttered” marketplace, in terms of financial firms. The internal marketing team was planning for several major awareness-building initiatives. To measure the effectiveness of these efforts, HCP worked with the team to develop various surveys that would measure baseline data from various groups, vital to the success of the corporation—its clients, its financial advisors and the marketplace at large of potential clients.

With the assistance of HCP, the client selected key markets across the country, to study. The markets were selected to provide a national blueprint of RJ presence. These markets have served as the National Sample in every survey since, and represented the main region of study until awareness levels began to increase.

As awareness improved against the original baseline level, and markets gained strength, HCP added a Top Markets subset, for comparison against our National sample.  These markets represent where RJ has a strong foothold in terms of investors and advisors. HCP also helped the client to identify emerging markets, and in these markets ran additional advertising flights. Over time, these emerging markets, or “test” markets, were tracked and gained strength, ultimately joining the Top 10, and creating a Top 15.

Although study subsets were periodically added for comparison against the base, the methodology and basic question framework has remained the same. Due to the personal nature of the information, the age of respondents desired, the depth of the information collected and the ability to ensure statistical representation through real-time monitoring of quotas by market, this study has been conducted through telephonic interviewing since 2000.

In the time since then, awareness levels for this client’s brand have dramatically increased, and the study has lent itself to becoming more than just an awareness tool, but a measurement of investor attitudes, an advertising awareness tracker, and a tool that can incorporate new initiatives, effortlessly.

HCP’s Senior Research Director Sarah Lindemuth, a recent Leadership Tampa Bay (LTB) graduate from the Class 2012, was one of the leading volunteers behind the development of the festival. “We all wanted to do something to bring together the community, in the name of a great cause; LTB strengthened that drive in all of us. There is no limit to what you can do when you pull together a great group of dedicated leaders. What we developed has surpassed all of our expectations.”

HCP provided the brand platform, positioning, logo development, print advertising, billboard design, website design and various other marketing tactics, pro bono.

Next Saturday night, 10,000 river lights will be released into Hillsborough River while people enjoy food, drinks, live music, and fun in the park. General admission is free, and tickets for the VIP tent are also on sale now.

Be a part of the event before it even begins! Visit the event page to sponsor river lights for $5 each. Select lights will be pulled from the river and if it is the light you sponsored, you will receive a prize from one of our generous sponsors!

Proceeds from the event benefit Voices for Children of Tampa Bay. Voices for Children is a non-profit organization whose mission is to advocate for the abused, abandoned and neglected children of Hillsborough County.

For more information on the event, to purchase a VIP ticket, or to become a sponsor visit our website: www.TampaRiverLightsFestival.org.

To learn more about HCP and their broad base of marketing services, call 813-318-0565 or email epolins@hcpassociates.com.

Elite-Weiler Pools has been providing custom swimming pool design and construction throughout Florida since 1984. Their award winning swimming pool and spa designs have satisfied thousands of customers and earned a reputation as one of the top swimming pool construction companies throughout Sarasota, Manatee, Siesta Key, Longboat Key and Casey Key areas. To date, Elite-Weiler Pools has built over 11,000 pools across Florida.

Eric Polins, Senior Strategist/Partner at HCP, said, “We are always very happy when a veteran company approaches our firm with the opportunity to brand a path for a new generation of products or services. It’s a marketer’s dream to have such a successful company like Elite-Weiler Pools because it enables us to over deliver; and the client enjoys the return on investment with increased sales.”

HCP will be creating a new brand platform, logo and various other marketing-related mediums for Elite-Weiler Pools.

To learn more about HCP and their broad base of marketing services, call 813-318-0565 or email epolins@hcpassociates.com.

Command Investigations is a preferred provider of surveillance, SIU and anti-fraud programming to P&C carriers, self-insured entities and third party administrators. They have developed a unique and highly technical web-based platform to deliver an unparalleled experience for insurance companies seeking investigative services.

HCP was awarded the contract for their overall brand creation, vertical market positioning, public relations, interactive applications and overall marketing-related collateral.

Sean Coniglio, Senior Strategist/Partner at HCP, said, “We are very happy to be working with Command Investigations and are looking forward to their brand saturating various vertical markets in the insurance industry. We are fortunate to have a number of clients in the insurance and PEO industry and enjoy staying active in insurance-based associations and tradeshows.”

To learn more about HCP and their brand development services, call 813-318-0565 or email epolins@hcpassociates.com.

Client:Pinellas County

Industry: Government

Challenge: Pinellas County needed to better understand their residents in an effort to make appropriate decisions for their fiscal budget.

Solution: Given the company’s extensive background in market research and development studies, HCP was commissioned by Pinellas County to help refine, execute and analyze citizens’ research studies. The topics of the research reflect topics of concern or interest held by the County.

The most recent survey conducted by HCP for Pinellas County centered on the topic of budget cuts for 2012. The County was approaching a deadline for finalizing its 2012 budget, and the only information at hand was feedback from county representatives and a handful of residents that attended town hall meetings. A representative sampling of citizen feedback was the missing element to help the Board of County Commissioners (BCC) make important budgetary decisions.

This study was designed as a telephonic survey, and was devised to gather feedback from Pinellas County residents regarding their perceived priority and preference for various county services.Pinellas County would soon use the data in conjunction with online survey results, town hall meeting feedback and BCC priorities, to adjust the 2012 Budget.

Responses were collected telephonically to yield a timely reflection of County resident sentiment. A Random Digit Dialing (RDD) methodology was used to include both landline and cell phone numbers within the study footprint. The number of residents surveyed made the survey statistically valid, and reflects a comprehensive sampling of Pinellas County residents.

Results were thoroughly analyzed and reported to Pinellas County Communication. The report was then published online and reviewed by HCP with the Pinellas County Board of County Commissioners.

Quota Maker™, developed by KappaEast Founder Harvey Hendler, is the first sales productivity mobile app featuring a proven approach to achieving consistent and reliable sales results.

Harvey Hendler, Managing Partner of KappaEast, said, “Quota Maker enables you to create a few simple metrics that keep you on track building a funnel that will make quota quarter after quarter – building a sales engine. The result is greater visibility and fewer end-of-quarter fire drills. We are very happy to launch this invaluable tool in response to our clients’ requests and for enterprise sales professionals worldwide.”

Eric Polins, Senior Strategist/Partner at HCP, said, “We love developing mobile applications for both platforms and are having a strong marketing ROI for our clients. These very effective and mobile tools are helping our clients stay two steps ahead of their competition.”

The Quota Maker app is available for iPhone, iPad and Android devices as a free download that includes simple and easy to understand instructions, definitions and a library of five tutorial videos.  To download today, go to www.kappaeast.com, the Apple iTunes App Store or Google Play for Android.

To learn more about HCP and their mobile application development services, call 813-318-0565 or email epolins@hcpassociates.com.

According to Intellimed, a national company that provides progressive data and support to the healthcare industry, the national average of primary care doctors is one family doctor for every 2,112 people and one internal medicine doctor for every 3,166 people.

HCP conducted the study in an area with a population of over 93,000 people, comprised of zip codes 34203, 34208, 34211 and 34243. According to the research, the shortage of primary care physicians is less acute in the broader region and most acute in an area about five miles from 50th Street and SR 70 in Bradenton. This apparently represents a seriously underserved need for the types of physician people rely on most. Primary care physicians are at the center of patient care, coordinating specialists, diagnostics and prescription medications, among other care related requirements.

James Doulgeris, Senior Research Strategist for HCP said, “A 63% shortfall in primary care physicians for a population of almost 100,000 in a major metropolitan area is a real concern; particularly for the people in the center of the study area. Statistically, they are older than the regional average.”

The study also found that there are only two orthopedic surgeons when the area should have up to eight and there are no cardiologists, neurologists or ear nose and throat doctors. Typically there would be at least 15 of each in this region. There is only one urologist and one physical rehabilitation doctor among eight other core specialties, leaving fields such as hematology, oncology and endocrinology, which treat chronic conditions, common to the elderly, vacant.

Jody Baden, Health Park East’s Managing Partner said, “We commissioned this study to identify how we can best serve the health care needs of our community. Our family has tried to play an important role in building the Sarasota Bradenton area for many years and we want to continue that support and healthy growth. It has been good to us, and we believe the best way to show our appreciation is to give back by keeping our friends and neighbors in good health.”

Health Park East is currently in the rebranding process with HCP and will be repurposed as a multi-disciplinary primary and family care medical campus. It is currently supporting an HCA urgent care facility, LabCorp, the Baden Healthy Living Institute and a 10,000 square foot physical therapy and rehabilitation center with a large indoor swimming pool.  The center is located on the border of Sarasota and Manatee counties at 6040 53rd Avenue on SR 70, 1.5 miles west of I-75 in East Bradenton.

To learn more about HCP and their research services, call 813-318-0565 or email sconiglio@hcpassociates.com.

Client: Sheraton Sand Key Resort

Industry: Hospitality

Challenge: Sheraton has been a prominent global hotel icon for more than 70 years. It currently has over 400 hotels across six continents. Sheraton Sand Key Resort wanted to develop creative and fun ways to increase annual room bookings, and add value to their local community.

Solution: For the past 15 years, HCP has provided marketing, interactive and creative services, and support to the one-of-a-kind Sheraton Sand Key Resort in Clearwater Beach, Florida. In that time, HCP has played an active “brand police” role—making sure that all Sand Key materials are in alignment with the Sheraton brand platform and corporate identity, while capturing the distinctive features that set them apart from other Sheraton hotels.

Within the past six months, HCP and the Sheraton Sand Key received notification of a rebranding effort by the Sheraton brand. This rebranding would need to be rendered in all Sheraton Sand Key materials within a given timeframe. Because of the diversity within the Sheraton Hotels, corporate provided a color pallet from which all properties could select. The layout of all materials across the brand was mandated to be uniform; however, the colors chosen could reflect the differences in properties.

Within the last year, HCP went through all marketing material with the SSK team—brochures, packets, in-room handouts, website, menus, notifications, etc.—to decide the priority of redesigning each piece.

HCP completed the website and brochures, and works in constant coordination with the SSK team to update and maintain their corporate identity and unique characteristics. The most recent adoption of the Sheraton brand is evident through the mobile site that HCP developed on behalf of Sheraton Sand Key, for the convenience of leisure guests and meeting planners on the go.

This year AA created three competitive categories, including businesses established (over five years), new businesses (under five years) and not-for-profits. HCP is one of nine finalists in the established business category.

HCP is no stranger to winning awards; they were a national finalist in last year’s Flights. Camera. Action. Contest. And in 2010, one of their Senior Strategists was voted one of three global finalists by industry advertising giant OgilvyOne Worldwide for The World’s Greatest Salesperson contest. The company has earned a plethora of sales and broadcast awards over the years and simply enjoys the end result of some very happy clients.

HCP Senior Strategist/Partner Eric Polins said “We produce very similar videos for many of our clients and the winning concept is no secret—good storytelling. Far too often, people take things so literal and forget that people desire entertainment and curiosity, and instead create boring sales rhetoric that simply puts people to sleep. Solid writing with good talent is also a necessity to close the deal.”

Voting will be open from August 28, 2012 to September 14, 2012. The top nine videos (three from each category), as voted on by the public, will then be judged by a panel of small to medium-sized business experts on persuasiveness, creativity, and impact. The Grand Prize winner will be announced at the Inc. 500|5000 Awards and Ceremony in Phoenix, Arizona.

In addition, voters will be eligible to enter a sweepstakes up to once per day for a chance to win 25,000 AAdvantage® miles – the equivalent of one round-trip domestic Plan AAhead® Award Economy Class ticket.

If you would like to see the HCP video and vote for them, simply visit https://secure.fly.aa.com/flightscameraaction and look for HCP. Voters are permitted to vote every day until the deadline of September 14, 2012.