At HCP Associates, we’ve built our reputation by delivering tailored solutions that drive tourism growth, enhance organizational efficiency, and create compelling positioning and programming. Over the years, we’ve partnered with some of Florida’s most prominent tourism organizations to ensure they stand out in a competitive market. Here’s a glimpse into the transformative work we’ve done…

To better understand their constituents, counties, cities, and special districts such as Community Redevelopment Areas (CRAs), Business Improvement Districts (BIDs), and Special Services Districts (SSDs) are recognizing the growing importance of precise, localized data to steer their development and policy decisions. Why Census Data Alone Is Not Enough The census, while indispensable for providing a…

In the dynamic landscape of the business world, small businesses often find themselves navigating turbulent waters. With limited resources and a constant need to adapt, strategic planning emerges as a beacon of stability and direction. This content will delve into the significance of strategic planning for small businesses, highlighting its role in fostering growth, ensuring…

Social Media has become the primary avenue for communication both personally and professionally. What once was accomplished through friendly smiles and handshakes is now achieved through the intricate mechanisms of the internet. This transition highlights how human interaction remains at the core of social media use. So why is it that many businesses and organizations…

After nearly four decades in the branding business, we have had our share of client success stories when it comes to our proprietary branding model. However, we never seem to hear enough about the importance of positioning. Let’s jump right in and discuss the differences and the importance of marriage between both tactics for any…

HCP Associates’ Office Administrator, Lynn Cronin, has been with our team for over four years handling all financial accounting, and helping with the day-to-day responsibilities that ensure daily operations run smoothly. In addition to her love for finances and organization, she has been enjoying her new hobby, hydroponic gardening. “I have always been interested in…

The year 2020 emphasized the need for businesses to be flexible and adaptable; this is especially true for marketing. With slashed budgets, a constant state of crisis communications, and changes in rules that varied day-by-day, place-by-place, marketers have had to innovate and redefine the industry. At HCP Associates, we asked our team to pool the insights brought by their various specialties to identify the…

The COVID-19 crisis has caused widespread hardship across the world. Many businesses and organizations have been forced to shut down from a combination of pandemic-related consumer changes and government lockdowns. Despite the widespread challenges brought by the novel coronavirus, some have fared better than others. Having a clear vision and mission is important in normal times, but essential in these rapidly -changing circumstances. The companies that are thriving during the pandemic, are doing so due to a combination of good fortune – namely, having…

HCP’s Vice President, Robert Allen, has been with the company for two years and oversees all the firm’s research methodologies and information gathering.   In addition to being passionate about numbers and loving spreadsheets, he also enjoys homebrewing.  “I homebrewed for the first time in college and made mead in a 1-gallon Carlo Rossi wine jug,” said Allen.…

DIVERSE: Issues in Higher Education, which covers critical news, information and insightful commentary on issues concerning diversity in American higher education, has been working with HCP for over 15 years. DIVERSE’S brand has evolved throughout the years, and it continues to be a reliable and balanced news source that covers tough issues in higher education, especially during COVID-19  DIVERSE talks…

Let’s face it: these are uncertain times. One day we think we can move past COVID-19 and that businesses can resume normal operations, and the next day we’re seeing record numbers of cases in Florida.     In either scenario, there’s one thing that can help businesses with their next step, and that is research. Our managing partner,…

May is Mental Health Awareness Month, and now it’s more important than ever to recognize the significance of our mental health. With COVID-19 affecting all of us in different ways – from having school-age children at home while attempting to telework, to being laid off or furloughed – there are many different challenges that we are all…

May is National Military Appreciation Month (NMAM). This declaration gives U.S. citizens the opportunity to recognize and pay tribute to both active duty and retired military men and women who have served our great country in wartime and peace. This month we give thanks to them, their families, and the many who paid the ultimate sacrifice…

Whether it’s a government entity or a small business, these are the top ways we are helping our clients communicate with their target audiences right now. We are helping them… Become an important resource for their specific audience and keeping the audience updated with resources, news, and positive information specific to them. Being a helpful…

COVID-19 changes every day, so how and what do businesses communicate? Our consultants, advisors and client service professionals have been working around the clock to stay ahead of the news and information being produced each day to determine how it impacts our clients. We wanted to share a few thoughts for those small businesses who may have limited professional resources to…

As spring inches closer to summer and uncertainty remains as to when our lives return to normal, trends indicate consumer sentiment about future travel remains positive. While short– term plans have been upended, data from KeyData Dashboard shows the market is itching to get back out there and explore destinations in Florida as early as late summer/early fall, depending on the destination. It is imperative for hospitality businesses—hotels, resorts, vacation rentals, restaurants, and attractions—to continue to stay top of mind to…

Learn what the public thinks, not what the loudest voices have to say  The effects of COVID-19 are seen throughout the world. According to PEW research, approximately 90% of Americans state that their lives have been changed in some way directly due to the virus, including 44% who say their lives have been severely impacted. This…

Now is the time for strategic planning and research  As businesses around the world have had to transition their work style, or temporarily or even permanently shut down, the COVID-19 pandemic has left them asking the same question, what should we do?    Now, more than ever, serious strategic planning and research are essential components of your business strategy and ability to conclude this year in a favorable position. With the world…

COVID-19 has been the catalyst for many things, including working remotely. HCP has always been an office where employees enjoyed the seamless communication and teamwork that in-person collaboration provides. Working from home is a transition with which many companies are having to contend. Through secondary research and personal experiences, we want to share some tips with you for navigating this change:    Communication is key It is crucial to communicate now more than ever…

Be a player, not a spectator.” The Edelman Trust Barometer has repeatedly found that a person’s own employer is the most trusted of all social messengers. When the boss speaks, people listen and the tone, accuracy and relevance of employers’ advice can make all the difference between calm and panic. With 34 years of research-based…

In today’s day and age, when it comes to technology, changes are being made at a rapid-fire pace. Technology is shaping how wars are fought, how military personnel are being trained, and how our borders are being protected. The United States specifically has a long tradition of embracing new technologies. From the U.S. Navy commissioning…

Whether you are contemplating a name and/or brand change, considering a new marketspace, creating a new service or product, or simply need a more organized and rationalized vision and mission; strategic planning should be step number one. If you have a large company with a board of directors or are a small start-up, strategic planning…

A QR (Quick Response) code is a type of matrix barcode or two-dimensional barcode. With technology to read the stored data, virtually anyone that has a smartphone can access whatever information they hold! When scanned, the QR code can display an image or text, open a URL, and much more! These codes started as barcodes…

There are minor details one may not always think of when designing surveys. HCP would like to share some of the things that we are doing to help increase survey response rates: Have an incentive—it is a way to show you respect your respondents’ time. Keep it as short as you can! Key word “can”—make…

Baseball has long considered itself the most conservative of the major North American sports: the game prides itself on its dislike of rule changes and norm bending. Writing about their disdain for change, MLB.com writer Joe Posnanski says, “Baseball fans, we don’t like big changes. OK, let’s just say it: We don’t like any changes.”…

As of 2017, 9 out of 10 millennials have attended at least one live event in the past 12 months, which has increased from 82% three years previously. However, many events market to millennials incorrectly. Millennials attend events so they have something to share on social media. 48% of millennials go to events to share…

Every year, Americans create 258 million tons of trash and more than half, 65.5% of that or 169 million tons end up in landfills and incinerators. Did you also know that about 45% of the world’s plastics set for recycling have been exported to China since 1992? As of January 2018, China has stopped allowing…

Bike-sharing is a service where bicycles are available to the public at different locations for free or at a cost. Bike-sharing generally occurs in bigger cities, like New York, Chicago, Boston and Dallas. All bike-sharing now is electronic and connected to mobile apps and credit cards. Bike-sharing has increased in popularity tremendously over the past…

The problems behind marketing tend to fall into the following categories: Strategy (The Plan), Execution (The Work), ROI (The Value) Content strategy is difficult, especially as new tech and ways to reach customers present themselves, the important thing for marketers is to stop chasing the future and work on better execution. 80% of CEO’s don’t…

Many Americans in the United States use public transportation daily. In 2017 alone, there were over 10.1 billion trips taken on public transportation. Public transportation ridership has increased 30% since 1995. Public transportation has a positive economic impact on the community and is a safer and cheaper alternative to cars. Public transportation also reduces the…

Social Media is a Connector, since 1997 with SixDegrees as the first social media platform to the future where in 2021 where an estimated 3 billion people on Earth will be on some type of Social Media. Although it’s been 20 years, the basic concept of social media hasn’t changed much, but as marketers there…

Users want simplicity because as human beings, we are constantly overwhelmed. As marketers, we want to find out how we can do more with the content we are already creating while using technology to bring us closer to customers and entice good emotional reactions. On Demand Generation These days, customers want things immediately and they…

Cord-cutting has been surfacing in everyone’s news feed lately, but what makes people actually “cut the cord”? According to Fortune.com, approximately 13.5 million households do not pay for traditional forms of TV service. According to the Video Advertising Bureau, the number of households that use streaming services has tripled since 2013. Instead of using the…

Tampa’s central business districts, Downtown Tampa, Westshore and Ybor City are all very important to our thriving community as the City of Tampa and Hillsborough County continue to grow at a rapid pace. In 2007 HCP started the process of studying market trends and community sentiment on topics ranging from parking, transportation, jobs and what…

Social Media began in 1997 with SixDegrees, the first social media platform. Although they have been in existence for more than 20 years, the basic concept of social media hasn’t changed much, and as marketers there are new ways of engaging audiences. By 2021 there will be an estimated 3 billion people on Earth who…

You may have had the feeling come up during a meeting, your idea isn’t good enough, not even good enough, it’s a bad idea. However, realistically speaking, there is no such thing as a bad idea. No idea is bad, but Risk Tolerance dictates how far out an idea can be before it’s too risky…

I cannot overstate the importance in this topic to a company. Over many, many years in the marketing and branding world, too often we find ourselves providing education on this topic to those in leadership positions who should understand the value of a brand and what it represents. In working with product and service companies…

How to stay competitive on a platform that has grown to 800 million users since 2012. Currently Instagram is headed towards overtaking Facebook as the most important Social Media Separate Facebook and Instagram ads, different platforms require different visual strategy Big push to focus on Stories and Live over regular content Brands need to focus…

Tampa is the 3rd most under-vacationed city in the United States.  According to Project Time Off, 62% of employees in Tampa alone have unused vacation days totaling a combined 5 million unused vacation days with an untapped economic benefit of an estimated $1.2 billion. For more than a decade, workers in the United States have taken…

Company culture is not made or broken overnight, it is also not based solely on the decisions of the executives.  For companies experiencing rapid growth, it can be particularly challenging—but all the more important for leaders to take control and set an example, or else risk letting it spiral out of control. This year marks…

Social media provides information at your fingertips. Long are the days when we waited to watch the local news on television or even read it in the local paper. Now when breaking news happens, we turn to social media for the most up to date information by the minute. But how long does your content…

Happy World Emoji Day! marks the th annual Emoji Day. We’ve used the pictographs to communicate our  for years. Some want to or  when they see these cartoons, but it’s everywhere. Today, we use it in  and or on social media. You can even order a  from Dominoes using the symbol. The holiday was created…

“There is something worse than missing the goal, and that’s not pulling the trigger.”-Mia Hamm At some point in life we all question our progress in life. Even the most motivated can feel unmotivated at times. So, what motivates you for success? Do you keep a journal, read, or set goals? Mia Hamm is considered…

Independence Day. It’s the day to celebrate your freedom, backyard BBQ’s and time with friends and family. But why does it have to fall on a Tuesday this year? How many businesses need their employees to work on Monday, July 3? Let’s be real, how productive do you think the day will be? I’m grateful our…

As I sifted through my large inbox this morning, I noticed I continue to get more and more stuff from LivingSocial; a local marketplace to buy and share the best things to do in your city. I’m sure somewhere along the line I did sign up or got sucked into something that appealed to me…

Car enthusiasts love them, moms use them and Tarpon Springs is known for them. Sponges. They all have a different use but have the same outcome: to get stuff clean. ACME is a manufacturer and wholesaler of natural sea sponges and chamois cloths. They’re one of the largest distributors for natural sponges, but did you…

We’ve been lucky. Tampa hasn’t suffered a direct hit by a hurricane since 1921. Last year we got a taste with Hurricane Hermine. It was the first hurricane to hit landfall in Florida in 11 years. The storm flooded homes, downed trees and left thousands without power. But if a hurricane hits are you prepared?…

You turned in your taxes. You wait for your refund check, but instead get a letter from the IRS. It states a refund check was already issued in your name. Your heart sinks. You’ve become a victim of identity theft. How could this happen? You are not alone. Thousands of people fall victim to tax…

Can you recall the last time you received a handwritten note in the mail? By mail, I mean snail mail and not a virus-dodging attachment flying through electrons hoping to make it to your inbox. I remember my last note; it felt like Christmas or my birthday. Why is that? Well, it’s because the thank…

Did you know Amalie Arena uses vegetables straight from their own garden? That’s one of the many things HCP learned today at PRSA Tampa Bay Chapter’s inside look at the Lightning franchise. On our tour, we saw the Lexus Lounge, the Chase Club and the press box. During hockey season, the arena is electric, but the staff…

While attending the Professional Retail Store Maintenance (PRSM) conference in Dallas, Texas, HCP had the opportunity to attend various education sessions. In one of the discussions, the keynote speaker made a comparison to Baby Boomers and Millennials. He said you should respect the generation. For example, if you’re contacting a client who is a millennial,…

Think of your workplace. Does it stress you out? Are you boxed in a cubicle under fluorescent lights? How productive are you in this setting? The workplace is expanding from the boring business office to a more functional workspace. Sodexo, a leader in quality of life services, released a study on global workplace trends. They…

Did you know Tampa’s Emergency Operations Center (EOC) activates the most in the state? That’s just part of the information we learned during the EOC Operations Tour hosted by the Tampa Downtown Partnership. The EOC is a centralized location used by a number of organizations to coordinate city activities during emergencies or special events, including…

Millennials. It’s a generation that most often carries a negative stereotype. Lazy, unambitious, privileged and whiny are just a few of the labels that come to mind. But with any stereotype come a lot of myths and notions, especially on the topic of travel. Millennials were born between 1982 and 1999. According to data released…