CAP Brand Marketing, a Sarasota-based communications firm, received the Gold ADDY in the “Brochure, Color” category for its work with Sabal Trust Company at the American Advertising Federation – 4th District ADDY® Awards Gala in Orlando. By receiving the Gold ADDY Award honor, CAP Brand Marketing will move on to the final stage of the competition and compete for the national ADDY Award in the category.

“This is an honor we share with everyone involved with the project,” said Roxanne Joffe, founder and president of CAP. “This includes everyone on the CAP team, photographer Ben Van Hook – facilitated by the vision of Ward Curtis, chairman and CEO of Sabal Trust Company and his team.”

CAP previously won five Gold ADDYs at the local Suncoast ADDY Awards for its national advertising campaign and brochure with Sabal Trust. The five winning entries qualified for the district level and were judged among winning campaigns from across Florida and the Caribbean.

CAP Brand Marketing has won more than 100 ADDY Awards in the past eight years.

“We are pleased that the same attention to detail we embrace as a company is being recognized and reflected in the branding work created by CAP Brand Marketing,” said Ward J. Curtis Jr., Chairman and CEO of Sabal Trust.

The American Advertising Federation’s ADDY Awards Series is the nations largest advertising competition and honor excellence in advertising and cultivates the highest creative standards in the industry. The National ADDY Awards Ceremony will be held June 5, 2012 at the American Advertising Federation Conference in Austin, Texas.

About CAP Brand Marketing

CAP Brand Marketing is a full-service branding and communications firm that uses online and offline strategies to maximize brand equity from an entrepreneurial point of view. Clients include The Patterson Foundation, Voalté, Sabal Trust and CareerEdge. For more information, visit www.capbrandmarketing.com or call 941.953.9191.

About American Advertising Federation – 4th District

The American Advertising Federation (AAF), headquartered in Washington, D.C., acts as the “Unifying Voice for Advertising.” The AAF is the oldest national advertising trade association, representing 40,000 professionals in the advertising industry. The AAF has a national network of 200+ ad clubs across the country. Through its more than 225 college chapters, the AAF provides 7,500 advertising students with real-world case studies and recruitment connections to corporate America. The AAF also has nearly 100 blue-chip corporate members that are advertisers, agencies and media companies, comprising the nation’s leading brands and corporations.

The AAF – 4th District is comprised of 23 local federations throughout Florida and the Caribbean representing nearly 1,500 members.

SARASOTA, Fla. (Feb. 28, 2012) – CAP Brand Marketing, a Sarasota-based communications firm, received nine local ADDYs at the 2012 American Advertising Federation-Suncoast ADDY Awards. The firm has won more than 100 ADDYs in the past eight years.

CAP won five Gold ADDY Awards for its work with Sabal Trust Company on its national advertising campaign and brochure. In addition, CAP won two silver ADDY Awards for Sabal Trust’s advertising campaign and website redesign and two silver ADDY Awards for its logo redesigns for Cardinal Mooney Catholic High School through CAP’s work with The Patterson Foundation.

“Creating great work begins with working with great clients,” said CAP’s Creative Director Mark Limbach. “We were fortunate to have our clients’ support behind these captivating campaigns.”

The 2012 Suncoast Addy Awards are the first stage in the national American Advertising Federation Addy Awards competition. The five Gold Addy Award winning entries now move on to the district level of the competition where CAP will compete against winning local entries from across Florida. The Gold Addy Award winners at the district level advance to the national competition.

“Producing world-class work is dependent on the synergy and talent of the entire team,” said Roxanne Joffe, president of CAP Brand Marketing. “We are so proud of the work and are committed to continued excellence.”

About CAP Brand Marketing

CAP Brand Marketing is a full-service branding and communications firm that uses online and offline strategies to maximize brand equity from an entrepreneurial point of view. Clients include The Patterson Foundation, Voalté, Sabal Trust and CareerEdge. For more information, visit www.capbrandmarketing.com or call 941.953.9191.

About American Advertising Federation-Suncoast

The American Advertising Federation-Suncoast, a not-for-profit organization, is dedicated to the advancement of the art and business of advertising through professional education, legislative efforts and community service. The AAF-Suncoast meets regularly, hosting speakers on various industry topics. In addition, the AAF-Suncoast hosts the advertising community’s most prestigious event, the ADDY Awards, held each year. Membership is open to anyone who is involved in the advertising, media, communications and creative services industry in Sarasota and Manatee counties. For more information, visit www.aafsuncoast.com.

Patterson Foundation (www.thepattersonfoundation.org) strategic communications partner CAP Brand Marketing (www.capbrandmarketing.com), along with members of the Council on Foundations (www.cof.org) communications team, will present a session on social media networking during this week’s Council on Foundations Family Philanthropy Conference in Miami, which runs Feb. 13-15. Presenters include CAP CEO Sam Stern, Rosetta Thurman, consultant, and Mark Carpenter, public relations manager for the Council on Foundations; their topic will be Tools of Engagement: Family Dynamics and Social Networking.

SARASOTA, Fla. (Feb. 13, 2012) – CAP Brand Marketing hosted the Transworld Advertising Agency Network (TAAN) Winter 2012 Conference in Sarasota, Fla. The conference brought agency leaders from across the United States and internationally to the gulf coast city for a four-day conference on communications and marketing.

The conference, which ran from Feb. 8 through Feb. 11 at the Longboat Key Club & Resort, highlighted the intersection of communications and technology. Programs during the conference included presentations and discussions on the role of technology and how it can be used effectively in the communication and marketing field. The conference featured a visit to Ringling College of Art & Design and an agency-student forum where agency leaders interacted with Ringling students entering the field.

“We were proud to host this year’s winter conference,” said Roxanne Joffe, president of CAP Brand Marketing. “Sarasota is an ideal setting to host a gathering where strategic creativity is the focus.”

Speakers at the conference featured leaders in the communications and technology fields, including Tim Williams, founder of Ignition Consulting Group; Mark Sneider, president of RSW/US and Tim Hayden, CMO of 44 Doors. Each speaker is an expert with over 20 years experience in advertising, focusing on how agencies can better use technology to serve their agencies and clients.

“New technologies emerge every single day,” said Joffe. “It is important for the field to understand how utilize them to the fullest and maximize the impact.”

About CAP Brand Marketing

CAP Brand Marketing is a full-service branding and communications firm that uses online and offline strategies to maximize brand equity from an entrepreneurial point of view. Clients include The Patterson Foundation, Voalté, Sabal Trust and CareerEdge. For more information, visit www.capbrandmarketing.com or call 941.953.9191.

About TAAN

Transworld Advertising Agency Network (TAAN) is one of the world’s oldest, largest and most successful networks of independent advertising agencies. It encompasses carefully selected, highly talented and independently operated marketing communications agencies in the U.S., Europe, South America and Asia/Pacific. TAAN uses the concept that shared knowledge and intelligence creates powerful insight in addressing the goals of agencies and marketers throughout the world. For more information, visit www.taan.org.

It took a photographer almost 3,000 miles of travel around Florida to capture Sabal Trust Co.’s new look. The St. Petersburg-headquartered firm’s President and CEO Ward Curtis Jr. cites this attention to detail as key in the firm’s growth over the last five years.

A new website, business cards and even a coffee table book promoting the bank are adorned with scenes of Florida’s outdoors. The firm is confident that the investment, which Curtis says was well into six-figures, will pay off in the long run.

Sabal Trust Co., which specializes in fiduciary services for first-generation wealth holders, has been considering a rebranding effort since 2009. But, Curtis says he was hesitant to move forward with it. “You have to be big enough to make this kind of investment,” he explains. The firm, which has grown from $350 million in assets in 2004 to $1.3 billion this year, is finally large enough to launch a full marketing campaign, he says.

Smaller competitors that Sabal Trust battles for business in the boutique-trust sphere shirk large marketing packages because of the risk they present, Curtis says. But, Sabal is looking to stand against larger firms. “If you want to play with the big boys you have to look like them,” he says.

Curtis explains that the new campaign costs roughly 6% of Sabal Trust’s annual revenues, and it brought in CAP Brand Marketing for the mission. CAP, a Sarasota-based marketing and public relations firm, has created advertisements for Wells Fargo and Blue Cross Blue Shield of Florida.

Roxanne Joffe, president of CAP, explains that the process behind Sabal Trust’s marketing vision took four months to complete. CAP contacted Sabal Trust’s clients for interviews to pinpoint why customers prefer the company. The firm’s conservative approach to investment and customer service were highlights from the interview. “If you want to call here and get voice mail you have to ask,” Curtis says.

The next step was choosing a campaign that creates brand awareness and has staying power. “It’s not about pushing the product,” Joffe explains. “It’s about giving the viewer a good feeling.”

Read the complete article at Gulf Coast Business Review.

SARASOTA, Fla. (Oct. 26, 2011) – CAP Brand Marketing, a Sarasota-based strategic marketing and public relations agency, announced it completed the rebranding campaign for Sabal Trust Company with the recent launch of the firm’s new website. The branding campaign covers three major media platforms: broadcast, print and web, and features original black and white images of Florida’s coastal areas, captured by veteran photographer Ben Van Hook.

“We wanted this campaign to cut through the noise and give pause for thought,” said Mark Limbach, CAP’s creative director. “And by using Florida’s enduring natural landscape as part of the campaign, it ties into the long-term financial strategy that Sabal Trust provides for their customers.”

At the center of the campaign are the broadcast and print ads that are featured in financial news outlets, regional magazines and on local TV stations. Immediately following the launch of the print and broadcast campaign, Sabal Trust’s website traffic increased by 15 percent and the volume of business calls went up dramatically.

“We are very pleased with the results and positive feedback we’ve received,” said Ward J. Curtis, chairman and CEO of Sabal Trust. “CAP’s team collaborated with us from day one, and our new look really reflects our philosophy that Sabal Trust is here today and here tomorrow.”

The campaign’s focus was based on research including one-on-one client and influencer interviews conducted by CAP.

To explore Sabal Trust’s new website, please visit www.sabaltrust.com.

SARASOTA, Fla. Sept. 2011 – Earlier this year, Cardinal Mooney Catholic High School launched a multi-year campaign to increase tuition assistance and provide a campus-wide technology enhancement and professional development opportunities. To launch the $5 million campaign, The Patterson Foundation, a partner of Cardinal Mooney Catholic High School, established the Sister M. Lucia Haas Scholarship Endowment with a gift of $1 million and paid CAP Brand Marketing, its strategic communications partner, to create a new academic logo for the school.

Creative Director Mark Limbach was so inspired by the project and Cardinal Mooney's school spirit, CAP decided to donate a professional sports-quality logo, as well.

"Because of our relationship with The Patterson Foundation, we were fortunate to assist Cardinal Mooney in the development of the 'Our Moment. Our Time.' campaign," he said. "We knew the students wouldn't get too fired up over a new academic logo so we wanted to create a new spirit logo for them – a cougar that the students could call their own."

The CAP team began the project by researching Cardinal Mooney's school history and studying logos of major Catholic schools and universities, such as Notre Dame and Boston College.

The final academic logo, or seal, incorporates the All Saints Chapel, constructed on the campus in 2001. The chapel's modest design with stained glass windows provides a peaceful location for students to pray and attend the weekly Mass services, which are an integral part of the school's tradition.

The athletic spirit logo features a sleek, growling cougar, the school's mascot.

“What a pleasant surprise it was to receive the spirit logo as a gift from CAP,” said Sister M. Lucia Haas, president of Cardinal Mooney. “The work with our new logos and the improved branding of our school and campaign was incredible. Our entire school community is so proud of them.”

The American Advertising Federation—Suncoast held its 50th annual ADDY Awards this winter, honoring the best advertising campaigns in the region. We asked five of the top honorees to tell us the thought process behind the magic. All of these campaigns have won Amy Awards (an award given to an entry receiving the highest score in a particular category), a Judge's Choice and/or Best of Show. Applause, please!

Speaking the Language

Client: 1st Guard Corporation

Awards: Amy and Judge's Choice

Project:To create color advertisements for trade publications

Challenge: To reposition the company and help it compete against bigger firms with bigger budgets

Solution: Venice-based 1st Guard Corporation sells insurance policies to owner/operators who lease trucks to big companies. To best reach potential customers, 1st Guard needed to speak truckers' language. "We went to truck stops and hung out all day, talking to truckers and observing what was going on," says Sam Stern, partner and CEO at CAP Brand Marketing.

Doing so helped CAP come up with a whole new message and look for 1st Guard, everything from a tough-looking mastiff guard dog logo to a tagline ("the trucker's insurance company") to the eye-catching ads that ran in the publications Truckers News, Overdrive and Custom Rigs. (One read, "Why should I have to pay extra because some joker doesn't understand the concept of slippery when wet?") Stern says CAP realized that 1st Guard needed a new attitude. "If you want to play with the big boys, you've got to look the part," he says. "The client hadn't advertised in a few years, so we had to redo everything."

The makeover took three months and generated buzz at 1st Guard's first trade show following the face-lift. "They had their best trade show ever," says Stern.

SARASOTA, Fla. (April 22, 2011) — Heather Ripley, public relations manager at CAP Brand Marketing, has been honored with the Florida Public Relations Association Central West Coast Chapter "Rising Star" award. The award is given to an up-and-coming FRPA professional who has demonstrated emerging leadership and dedicated, active involvement in the chapter throughout the year.

"Heather has embraced our strategic entrepreneurial approach, with a focus on producing results for our clients," said Roxanne Joffe, president of CAP. "We are proud of her and are pleased that she is being recognized by her peers."

As PR manager at CAP, Ripley works on integrating public relations and social media strategies with CAP's overall branding and marketing initiatives.

Prior to joining CAP, she managed marketing and public relations for Clockwork Home Services and supported franchise sales for its three franchise brands. Earlier in her career, Ripley was a freelance journalist for a Sarasota-area daily newspaper and a copywriter for Saks Inc. She has lived in and traveled throughout the United States and Europe. She is also vice president of media relations for the Florida Public Relations Association (FPRA) Central West Coast Chapter.

SARASOTA, Fla. (Sept. 2, 2010) — Roxanne Joffe, president and founder of CAP Brand Marketing, a Sarasota-based brand marketing and public relations firm, today announced that the firm has named Neal Alfano and Brian Precourt as the new interactive account manager and web developer. In their positions, they will work with the CAP team to integrate digital technology into overall brand strategies.

"Digital is a larger component of the brand experience," Joffe said. "The addition of Neal and Brian enhances our client offerings."

According to Sam Stern, partner at CAP, keeping local talent in Sarasota is important to the firm.

"Neal and Brian received a world-class education from one of the most innovative visual arts colleges in the country and have been sharing their creativity with this community for nearly a decade," Stern said.

Prior to joining CAP Precourt and Alfano were business partners at Creative Aesthetics.

"Joining the CAP team gives us an opportunity to work from a high-level perspective with clients who have a national and regional footprint," Alfano said. "Having the opportunity to work with a specialized team enhances our creativity."

According to Precourt, CAP's entrepreneurial and collaborative focus aligned with their personal and professional philosophy.

"The entrepreneurial approach at CAP was a perfect fit for us," he said. "We are excited about the opportunity to grow with the CAP team and work on strategic and integrated branding initiatives."

For advertising agencies and their clients, reaching the hearts and minds of consumers is trickier than ever. Big ideas, local ad agency pros say, can no longer be conveyed in one-way messages. They involve meaningful dialogues with consumers: teaching them, engaging them, connecting with them emotionally so they become advocates of your brand.

We polled five area ad agencies for their bright marketing ideas.

Cap Brand Marketing

Ollo Olive Oil

Often, a great marketing campaign is a matter of taste. Case in point: Ollo, an Australian olive oil company with its sights set on the U.S. market, but with no distribution at all in this country. “Their marketing director was here in Southwest Florida, and the client wanted an agency nearby,” Sam Stern of Cap Brand Marketing explains.

“Ollo's value proposition, from their point of view, was that they were the best-tasting premium olive oil in the $10 price range,” says Stern. “The client came in and asked us to taste Ollo vs. other brands in a process that was so similar to a wine tasting it inspired a campaign built on marketing Ollo through tastings.” That led to the notion of a sommelier (which Cap cleverly named an “Olivier”) as a spokesman for the brand.

The agency positioned Ollo as “so good you could drink it,” and the Olivier as an expert on olive oil taste, confirming the brand's flavor as a powerful and memorable point of difference from competitors. Cap's integrated campaign included publicity, print, Web design and interactive marketing.

Cap invited food writers to five-course olive oil dinners with celebrity chefs in various markets. (The Beach Bistro on Anna Maria Island created an olive oil ice cream for dessert.) Major print and TV coverage as well as buzz in social media resulted from the events and demonstrations of olive oil tasting by the Olivier. The bottom line: distribution in 4,000 U.S. supermarkets in just one year.

SARASOTA, Fla. (Dec. 1, 2009) — Clients loved it. Friends and family requested it. Back by popular demand and loaded with more than 700 Christmas and Hanukkah songs for the 2009 holiday season, CAP Brand Marketing has released its annual holiday e-card. The marketing and public relation firm's electronic holiday card, which opens to an interactive jukebox with seasonal music and dancing characters, reached more than 3,000 people in 2008.

"Our clients and friends loved last year's card so much they were requesting that we do it again," said Roxanne Joffe, president of CAP. "We love spreading the gift of music each holiday season."

The cards were designed by Mark Limbach, CAP's creative director, who personally selected new songs for this year's card. The card includes a navigation bar so users can skip songs to reach their favorite Christmas and Hanukkah selections.

"We have everyone from Tony Bennett and Nat King Cole to U2 and Garth Brooks," said Limbach, an admitted music junkie. "We've added some new selections including "Hanukkah Gone Metal" by Gods of Fire and "Ultimate Motown Christmas" featuring Marvin Gaye, The Temptations and more."

To view the CAP holiday card and launch the jukebox on your computer, click: http://www.capbrandmarketing.com/holiday.

SARASOTA, Fla. (April 18, 2011) — CAP Brand Marketing, a Sarasota, Fla.-based full-service branding and communications firm, recently received two gold and two silver awards in the American Advertising Federation Fourth District competition for its work on behalf of 1ST Guard, The Trucker's Insurance Company. The firm will now advance as a finalist in the national competition.

The Addy Awards are the advertising industry's largest competition, recognizing creative excellence and the best advertising worldwide. The Fourth District represents more than 2,000 advertising professionals throughout the state of Florida and the Caribbean. The worldwide competition draws more than 60,000 entries each year.

"We're honored to receive this recognition for our creative work with 1ST Guard Insurance," said Mark Limbach, creative director for CAP Brand Marketing. "Great clients allow you to do great work. We're appreciative of 1ST Guard for allowing us to be creative and do the kind of work we love."

The objective of the 1ST Guard campaign was to acquire additional business and to attract the outstanding professional driver. The glossy print ads showed close-ups of stylish semi-truck doors with tasteful decals, conveying the message that better lease operators pay better rates. The overall ad campaign, consisting of three versions of the new ad, took the gold. Separately, the "Knucklehead" ad also won gold, with copy that stated, "Why should I have to pay because some knucklehead can't make a turn to save his life?" The other ads in the campaign, "Joker" and "Clown", with similar copy, won silver.

The firm will now advance to the national competition and will be judged among the ranks of Ogilvy, BBDO and Leo Burnett.

"We're proud to be recognized on a national level with some of the very best in the industry," said Sam Stern, CAP Brand Marketing's CEO.

Several weeks ago, I was talking with Sam Stern, co-owner of CAP Advertising, about the state of the Sarasota advertising marketplace and he mentioned the growing consideration in Tallahassee about instituting a tax on advertising. I immediately thought that I was being transported with Doc Brown in a DeLorean, equipped with a flux capacitor, back to 1987.

Florida actually passed an advertising tax that lasted from July 1, 1987 until that Dec. 1. It was quickly repealed. It was a disaster for the state. I know because I worked hard to kill it. At the time, I was in charge of about $20 billion of U.S. advertising expenditures.

What we did was curtail all our expenditures in Florida. We stopped supporting the local media with our national advertising dollars. We delayed all support for local dealers and franchisees. We eliminated everything we could, and most of the entire industry did the same.

According to the Association of National Advertisers (ANA), national spot-TV advertising in six major Florida markets declined in 1987 by almost 12 percent. Further, a study commissioned by several leading advertising association groups and conducted by The Wharton School of the University of Pennsylvania, found there was significant loss in consumer confidence, a curtailment in consumer spending, and a significant loss of jobs as a direct result of the tax. Changing today's tax treatment of advertising, from the cost of doing business to being taxed as a commodity, would increase rather than abate the current state budget crisis.

In 1987 the world was a lot simpler. We did not have Web sites and Internet communication. There was no such thing as e-commerce. Nobody could imagine social network sites, and all the other new forms of marketing.

SARASOTA, Fla. (Dec 11, 2009) — Back by popular demand, CAP Brand Marketing, a Sarasota, Fla.-based boutique branding and public relations agency, has released its 2009 holiday e-card loaded with a revamped playlist of 700 Christmas and Hanukkah songs. The e-card, which reached more than 3,000 people in 2008, opens to an interactive jukebox with seasonal music and dancing nutcrackers.

“As an entrepreneurial boutique agency, we wanted to create a holiday greeting that became a user experience,” said Roxanne Joffe, president of CAP. “We love the idea of spreading the gift of music to our friends, family and business associates.”

The cards were designed by Mark Limbach, CAP's creative director, who personally selected new songs for this year's card. The card includes a navigation bar allowing users to skip songs to reach their favorite Christmas and Hanukkah selections.

“We have everyone from Tony Bennett and Nat King Cole to U2 and Garth Brooks,” said Limbach, an admitted music junkie. “We've added some new selections including 'Hanukkah Gone Metal' by Gods of Fire and 'Ultimate Motown Christmas' featuring Marvin Gaye, The Temptations and more.“

To view the CAP holiday card and launch the jukebox on your computer, click: http://www.capbrandmarketing.com/holiday

This site promotes a luxury fractional ownership resort of 44 designer-furnished residences located on 300 feet of prime beach front property at Siesta Key in Sarasota, Florida.

Most luxury real-estate sites focus on lifestyle imagery and building features; this one offers a unique point-of-view by showcasing the immediate environment through full-screen, high-def video that acts as a backdrop to the interface. (Note: Even with a broadband connection, the video takes some time to load.) The navigation is purposely clean, clear and intuitive, allowing the video to be the main focus of the site while providing easy access to floorplans, views and supplemental information.

• The site is the centerpiece of a marketing campaign that included print and banner ads, radio and TV, all used to drive traffic to the site.
• Assets consist of 20-25 images, 8 background videos, 1 virtual tour, a 3-minute informational video and a series of high-res images for press requests.
• A miniature helicopter was used to photograph the views from the third, fourth, fifth and sixth floors and a full-size helicopter captured footage of the Gulf of Mexico approach for the virtual tour.
• An owner log-in feature, allowing owners to alter their own preference pages and make concierge requests for upcoming visits, will go live once the development is ready for occupancy.

Sarasota, Fla. (12/28/2007) — Roxanne Joffe, President of CAP (formally CAP Creative), has announced her firm is sending electronic holiday cards in lieu of traditional paper ones this year. She was approached by CAP's Creative Director, Mark Limbach, several weeks ago with the concept. “I was immediately intrigued by the idea,” said Joffe. “Not just from the ecologically sound sense it made, but by the unique nature of the way he had designed it.”

Limbach designed the CAP holiday e-card to open ultimately to a holiday music juke box filled with more than 200 Christmas and Hanukah songs that play randomly or can be selected for a personalized holiday soundtrack. “We've loaded a great variety of tunes,” said Limbach, an admitted music junkie. “We've got artists from Burl Ives, Tony Bennett, Nat King Cole and Bing Crosby to U2, the Pretenders, Queen, Garth Brooks and some brand new stuff from a band named Shawn Lee's Ping Pong Orchestra,” he said. Limbach said he plans on making the holiday juke box a CAP tradition and will add new songs every year.

The songs stream to laptop or desktop speakers in high quality stereo sound giving recipients a holiday playlist they can enjoy either at work or at home.

“Besides the obvious energy savings and reduced environmental impact, I'm really happy we're able to send a pretty neat gift,” said Sam Stern, Joffe's partner and CAP's CEO. “We've injected a little humor and a lot of life into the traditional holiday greeting and created a virtual party all faiths celebrating the season can enjoy.”

To view the CAP holiday card and launch the holiday juke box on your computer, click http://www.capcreative.com/holiday/.

PUBLICATION: Biz 941

How did CAP Creative, a full-service advertising agency transplanted in 2004 from the Green Mountains of Vermont, open its doors here with just one client, and within 28 months grow an enviable client portfolio full of some of the Sarasota-Manatee business community's heaviest hitters?

Owner and president Roxanne Joffe's first response isn't all that startling. The key, she says, is being "100 percent focused on customer service"-that and round-the-clock hours, a booming region full of possibilities and a marketing approach that takes a big-picture look at what makes some companies name brands and others forgettable flops. "I like to say we're not media brokers, we're business builders," she says. "It's not just about us buying media for a client. We look at everything, from how the business answers the phones to what their office looks like."

CAP also concentrates on looking at what the end user wants-which sometimes means the client's vision is secondary to the process.

These strategies have yielded results, helping CAP and Joffe's team of eight employees win an impressive 40 local advertising industry awards in two years-including 21 ADDY awards in 2006 alone-and to capture important local and national clients. Gross revenues for 2007 are estimated at $5 million.

The campaign that put CAP on the local map was the "I'm an Original" campaign for the Sarasota-Manatee Originals (www.freshoriginals.com), a group of local, independent restaurants that joined together to form Florida's first chapter of the Council of Independent Restaurants of America (CIRA).

Don Luria, president of Tucson, Ariz.-based DineOriginals, the trademarked brand for CIRA, liked the campaign so much that the national organization also decided to work with CAP. "We felt that what they [CAP] did was very effective, that they did their homework and looked at focus groups," Luria says. In the past year and a half, Luria says, "They've done very well for us."