TINSLEY AND CORAL RESTORATION FOUNDATION SET NEW FUNDRAISING RECORDS

By Dorn Martell

We live in an interconnected world. The more we learned about the role that coral reef ecosystems played in the overall health of our planet we knew we had to get involved. Tinsley and Coral Restoration Foundation™ have worked together for several years raising awareness about the threats that coral reefs are facing, not only in The Florida Keys, but around the world. This year we are happy to report that not only are the coral communities improving and spawning new coral our fundraising efforts were the most successful in the history of the organization.

We created a series of posts on Facebook and Instagram that lead up to Giving Tuesday. We tracked each post for effectiveness and saw that our videos outperformed our still posts by a considerable margin. All our efforts lead to a strong push to hit that DONATE button on the global day of giving.

Tinsley also created a long-form film that ran on YouTube and was the main sales tool at their annual Gala. Giving Tuesday and the Gala raised more money than any other promotions in the history of the organization.

“Tinsley has been a consistent supporter of Coral Restoration Foundation™ since 2019, lending their advertising savvy to the mission to restore Florida’s Coral Reef. Thanks to their donated expertise, our Giving Tuesday campaign has grown year over year. In 2021, we raised more than twice as much as we raised in 2020, and far exceeding our previous fundraising records for the global day of giving. This success was in no small part due to the extraordinary assets that the Tinsley team put together for us. We are still crunching numbers, but the gala was a huge success – far and away our best one yet. Thank you and Tinsley again for the fantastic video! “We are so grateful and look forward to continuing to build on this wonderful relationship,” said Martha Roeseler, CRF™ Chief Development Officer.

We look forward to the continuing success of Coral Restoration Foundation™ and we believe that giving back defines who we are as a company.

 

 

 

TINSLEY LAUNCHES NEW VIDEOS FOR THE FLORIDA KEYS

by Dorn Martell

New videos for The Florida Keys & Key West launched January 10th promoting eco-tourism and wide-open spaces. The three new videos “Slice of Heaven”, “Find your way” and “Wonders of the world” all embrace the brand pillars of The Keys: Sustainability, Diversity and Geo-tourism. Slice of Heaven promotes the vast expanses of The Keys and shows viewers that there is a perfect spot, just for them. Find your way reminds us of the healing powers of nature and the natural escapes in The Florida Keys. Wonders of the world reveals the world-class destinations and treasures within The Florida Keys.

The new videos were shot throughout The Keys from the Everglades to the Dry Tortugas with local and national crews and talent. We shot with underwater specialists as well as nature experts, delivering a stunning array of breathtaking natural moments.

The Florida Keys experience epic comeback after the COVID shutdown.

by Dorn Martell

On the morning of March 24, 2020 a roadblock went up on the only road leading into The Florida Keys. The lifeblood of The Keys, the tourism industry, was completely shut down. The roadblocks were up for over two months and places like world-famous Duval Street were completely void of travelers. It was predicted that it would take years to get back to the occupancy and room rates of the pre COVID world. But Tinsley had a plan to keep The Florida Keys & Key West top-of-mind during the lock-down in anticipation of meeting pent-up demand after travel restrictions were lifted.

It is now one year later, so how are The Keys doing?

According to The Miami Herald, “A year after the Keys did what no other place in Florida could do — put up barriers to keep people out — the lifeblood of tourism has returned. The crowds are back. Tax revenues are up.” “In October 2019, for instance, the county collected about $1.8 million in tourist development taxes. In October 2020, that rose to nearly $2.6 million, by July it shot up to 3.2 million” according to data provided by the tax collector’s office.

“We’re busier now than in 2019,” said Richard Strickland, Director Key West Airport.

Smith Travel Research reported that the Florida Keys led the nation in occupancy at 95% and led the rest of Florida in both room rate and RevPar.

Our strategy of “Keeping our distance. Remaining connected.” really worked. We created digital post cards so the tourism industry could reach out to past guests. We ran “PSA” messaging during the lockdown to encourage wearing masks, hand washing and social distancing instead of going silent. We wanted people to know that The Keys have safety protocols in place and that The Keys have plenty of open spaces and room to spread out. And as The Keys reopened in June, we announced the re-opening in all media while continuing to encourage responsible behavior, in-county, on pole banners, digital billboards and signage at the airport.

It’s been a tough year and our hearts go out to those who have suffered, but the future looks bright and we are honored to be an integral part of the recovery of The Florida Keys & Key West.

THE BEST TOURISM MARKETING IN THE STATE – AGAIN

by John Underwood

Once again, Tinsley Advertising dominated the Annual Governor’s Conference on Tourism. Held in Tampa, Florida on Thursday, November 19, 2020, the Agency walked away with five (5) Flagler Awards for our creative work produced in 2019 (pre-Covid advertising efforts) for The Florida Keys & Key West. The multiple awards won were more than any other DMO or tourism-related business received in the state.

The Flagler awards included three (3) Henrys (the top honor) for our thirty-second “Twisted” television spot promoting direct flights to the destination, a print campaign promoting the variety of fishing in the Florida Keys & Key West and for our out-of-home taxi promotion in the UK. The agency also took home two (2) more Flagler awards in the Local Marketing and Direct Marketing categories.

The annual Flagler Awards are named after developer and railroad pioneer Henry Flagler and were established by Visit Florida in 2000 to recognize excellence in the Florida tourism marketing industry. To date, no agency has won more awards for a Destination Marketing Organization (DMO) than Tinsley.

We continue to be thankful for our long-standing partnership with the Monroe County Tourist Development Council that has allowed us to create award-winning work that has been extremely successful for this remarkable travel destination.

Holy Cross – Keeping the Faith in the Time of Corona

By Dorn Martell

During this unprecedented time, in the COVID-19 Pandemic, it is extremely difficult to find the right information and someone to trust. Holy Cross Hospital has risen to the challenge and has become a beacon of hope in our community.

Holy Cross Hospital was founded in 1955, by The Sisters of Mercy, as a non-profit hospital. Their mission was and is to be a healing ministry that improves the health of the whole community. The cornerstone of this mission is faith. Science confirms the fact that faith speeds healing time and helps create better outcomes. And never has our faith been put to the test like in this latest crisis.

As part of our on-going campaign promoting faith and safety, “Faith is a Powerful Ally” was featured in print, outdoor and digital to reach Holy Cross’ Greater Ft. Lauderdale market and the ad below was created specifically to honor Holy Cross’ nurses and staff during these challenging times.

Holy Cross isn’t resting on their laurels; they are on the cutting edge of treatments for COVID-19. Recently, the hospital employed ECMO Therapy (Extracorporeal Membrane Oxygenation) to save a man’s life who was suffering from the effects of the virus. He could not breathe and was placed in an induced coma and on a ventilator.

“There is no doubt Alberto would have died within the hour,” said Dr. Irving David from Holy Cross Hospital.

ECMO is a machine that has an oxygenator for the lungs and a pump to cycle a patient’s blood.

In layman’s terms, cardiothoracic surgeons at the hospital say it can be considered a lung and heart machine.

Alberto is on the mend now because the machine kept him alive long enough to receive antibody serum or the blood from a different patient who has recovered from the virus.

The treatment is rarely used, as only 21 lives in the entire world have been saved by it. Alberto is the first such patient in South Florida. At Holy Cross science and faith go hand-in-hand and we could not be more proud to be part of the team.

To see the whole story: https://www.local10.com/news/local/2020/04/30/holy-cross-hospital-uses-new-technology-to-save-live-of-man-with-covid-19/

To donate to the COVID-19 Response Fund or the Sr. Catherine McAuley Fund go to: https://www.holycrossdonations.com/

 

HERE’S TO THE GAME CHANGERS.

Winners change the game.

Don Shula knew a little something about winning, racking up a record 347 wins in his 33-year career…17 of them back-to-back in The Perfect Season of 1972.

Along the way, he earned a reputation for discipline, integrity and character that remains the gold standard in professional sports 25 years after his retirement. 

All that winning makes the loss of this Miami Dolphins legend that much greater.

In many ways, it’s a symbolic bookend to a year where we also lost our Founder, Sandy Tinsley.

Sandy and Shula made history together, reinventing the rules of advertising with a handshake deal that launched the Tinsley Sports Network, and led to the longest running coach’s show in television history. 

While Coach Shula presided over the least penalized teams in NFL history, Sandy conquered a male-dominated field by making her own rules. Granite jaw versus iron will. She launched Tinsley Advertising with a single client in 1974, and chalked up a string of victories of her own over the years. When she learned that The Don Shula Show had lost its sponsorship, she instantly recognized the value of Don Shula’s reputation and loyal audience, and took a leap of faith to buy the airtime, produce the show and sell the advertising. 

Today, anyone can own a YouTube channel, blog or podcast. You can shoot a feature-length film on your phone. And edit the entire thing on an iPad. But back then, content generation was a revolutionary idea…with enormous risks. Turns out, everyone wanted to be associated with Shula, and the show was sold out right up to the end, when Coach Shula retired in 1995.

The lesson to be learned from Don Shula and Sandy Tinsley is that you always have to keep the ball moving forward. They both assembled winning teams. Instilled an unbreakable work ethic. And left behind a playbook for how to win at life. 

Rest in peace.

NEW ADS ARE LURING VISITORS TO THE FLORIDA KEYS

NEW ADS ARE LURING VISITORS TO THE FLORIDA KEYS

This week in Keys Weekly, Mandy Miles featured Tinsley Advertising and our latest work for The Florida Keys & Key West. The article included new photography and print ad examples currently being utilized to promote the destination.

See the full story and new images here: KeysWeekly.com

Thank you Mandy and The Florida Keys for the collaborative partnership we’ve shared for more than thirty years allowing all of us to do great work… that works!

Today marks the end of a legend, but not the end of a dream.

Our heads hang low and our hearts are overflowing with sadness as we announce the passing of our founder and CEO, Sandy Tinsley who died on October 1st of a heart attack.  But, in typical Sandy style, she was surrounded by family and close friends in her final hours.  

Sandy Tinsley was a pioneer in the advertising industry, starting an ad agency in 1974 when there were but just a few women in the business.  After working in radio and as the marketing director for Holsum Bakers, she decided she could do it on her own, opened her own agency, and took Holsum on as her first client.  The agency quickly acquired many national and international accounts transforming brands like The Florida Keys & Key West and SuperClubs Resorts.  She saw great successes with her Tinsley Yellow Pages division as well as the launchings of SilverSea Cruises and The Yachts of Seabourn. On nothing more than a hand shake with the “coach” himself, Sandy created the Don Shula Show, the first and longest-running coach’s television show in NFL history.

Sandy enjoyed great success and was able to entertain family and close friends at her vacation homes in both The Florida Keys and North Carolina. Better than that, she was able to share her talents and rewards with others including her charitable work with the Boys & Girls Club, Easter Seals, The Leukemia Society, the Deering Estate and Kids in Crisis.  

But, her greatest gift was how she made us all feel  – valued and special.  Often calling those she cared about, “kid”, she was always interested in our families and our children’s latest accomplishments.  It was not uncommon for her to recognize accomplishments with a hearty “outstanding!” or a “fannnntastic!”

Although it will never be the same without her smiling face, contagious laugh and positive outlook on life, her dream and passion will live on through all of us who cared so much for her.

We will miss you “kid” ––  a lot.

Services will be held at Van Orsdel Funeral Homes at 4600  SW 8th Street, Coral Gables, FL on this Saturday, October 5, 2019 from 1:30 pm to 3 pm.  In lieu of flowers, the family kindly requests that you make donations to the following charities that were near and dear to Sandy’s heart:


Thank you,
John Underwood

How long-form videos fit into a short attention span world.

By Dorn Martell

There is no doubt that the average person’s attention span has decreased (are you still with me?). Four-hour political speeches and three-hour operas were once considered the norm a hundred years ago. Now people exist in a constant state of restlessness swiping and clicking their way to the Promised Land of interesting content. But, does this mean that all video must be cut down to nanoseconds, and that anything over 30 seconds will never be seen?

Simply put, no.

Our experience and research has shown that long-form videos enjoy great viewership and engagement, but the challenge is putting the most engaging content on the right platform. And there is a difference between the platforms and the state-of-mind of the viewer.

YouTube and your Website
The difference between these platforms and other Social Media Platforms is the search/opt-in dimension. For example, our 2-minute video for the Rustic Inn at Jackson Hole generated more views and had greater engagement than any video the company had ever produced. And over 85% of viewers watched the whole film. It wasn’t just because it was a really high quality film; viewers who were interested in visiting Wyoming sought it out. The sweet spot for length appears to be between 2 and 3 minutes, but videos between 6 and 15 minutes can garner a 50% engagement rate! This demonstrates that relevant content can hold the viewers attention for much longer than predicted.

Facebook
Videos on Facebook are viewed differently than videos on YouTube or your website. The videos may appear in your newsfeed, as posted organically by friends, or you may see videos posted in groups that you belong to. Then, there are sponsored posts with videos. These videos are supposed to be targeted to your interests but experience shows they are quite random. The optimal length of a video on Facebook is 60 seconds. If a viewer has a connection to the content they will invest a minute of their lives to watch it. This 60-second video was part of a very successful fundraising campaign for the Coral Restoration Foundation: If a tree falls.

Instagram
The popularity of Instagram is quite amazing, from its beginning as a photo filter app to its current dominant position in Social Media. Millennials and Gen Z flock to Instagram mainly because their Mom is on Facebook and you can “follow” celebrities instead of having to “friend” people. The videos that got the most comments on Instagram averaged 26 seconds. So, the prediction of the “death of the 30-second spot” has proven to be over-hyped as the 30-second video is alive and well on Instagram. Here is an example of The Florida Keys & Key West’s sponsored post.

Video Pre-roll
A lot of advertisers will see stats that indicate that viewers will drop off within 3 seconds and therefore try to pump as much info in the beginning of the film as possible. This is a mistake. If your audience taps out before 3 seconds your content is either not relevant, not engaging or they clicked on it by mistake. Our research indicates that the “skip ad” button stimulates viewers to click off regardless of content. So it is important to buy pre-roll that cannot be skipped. 15 and 30 second formats work well for video pre-roll. An engaged viewer will consume up to 30 seconds while waiting for their video to play or continue. Here is an example of 15-second pre-roll for The Florida Keys and Key West.

The bottom line is this: if you create relevant and engaging content your audience will watch it, whether it’s 15 seconds or 15 minutes. Don’t dumb down your videos or assume you have to trick people into interacting with your brand. Be honest. Be creative. And don’t be afraid to go long.

IT’S NOT ALL ABOUT THE NUMBERS. A HOLISTIC APPROACH TO HEALTHCARE MARKETING.

HOLISTIC APPROACH TO HEALTHCARE MARKETING

By Rick Blitman

Okay, so your new website is up and running. Your video went viral. Your CRM is reaching out. And your social media is getting seen. But are you really connecting with consumers?

It’s hard to tell.

That’s probably not the answer anyone expects to hear, but the reality is that despite an unprecedented array of data-measuring technology, there’s still no step-by-step, guaranteed roadmap to instant, quantifiable success in the world of medical marketing. 

Most people just go on about their day-to-day lives not thinking about healthcare at all, until all of a sudden, a medical issue pops up. And then it’s all they can think about. Your primary goal should be to become the first place that people with medical questions think about when they need medical answers. That’s where marketing actually begins.

While there’s no denying the importance of KPIs in a digital world, the first step in the marketing chain still revolves around creating a memorable branding campaign that resonates with consumers. Just as it always has. Because no matter how robust your website is, no matter how extensive your outreach, consumers won’t reach back unless you make them feel something. In other words, you can’t treat your patients like a number.

Think of it as the difference between a doctor who walks in, looks at your chart and instantly diagnoses you, versus one who looks you in the eye and asks how you’re feeling.

When people are at their most vulnerable, they’re likely to remember the confident voice that tells them they’re going to be okay.

And once you’ve established that voice, it’s essential to reinforce it at every touchpoint on your patients’ health care journey. From their initial web search, to the way you answer your phones and respond to inquiries on your web portal, every interaction should be a seamless reflection of the brand. 

At Tinsley Advertising, we weave stories across every platform. Whether it’s creating a compelling emotional story about the healing power of faith for Holy Cross Hospital, or providing the comforting reassurance that nobody understands children better than Miami Children’s Hospital, whether on a 75” tv screen, a 48’ billboard, or a 468 x 60 pixel banner ad on your cellphone, the tone remains the same. And so do the results. Holy Cross Hospital’s web traffic increased by 42%, and Miami Children’s by 50%. And both institutions successfully reversed declining market shares.

 With careful planning, critical attention to detail, consistent follow-through and a little bit of magic, all of your numbers will fall into place, too.