2017-09-07 / Business News

Jason Camp, Kevin Rooney and team

VP of business development, VP of marketing and advertising - Phelan Brands


Pictured from left to right: Kevin Rooney, Jen Stacy, Logan Westley, Jason Camp, Jarrod Cain and Rod Leon Pictured from left to right: Kevin Rooney, Jen Stacy, Logan Westley, Jason Camp, Jarrod Cain and Rod Leon Giving every guest a positive dining experience

WHO AM I?

NAME: Jason Camp

TITLE AND COMPANY: VP, business development – Phelan Family Brands

YEARS WITH THE COMPANY: 7

YEARS IN SOUTHWEST FLORIDA: 14

NATURE OF BUSINESS: Restaurant company / event management

EDUCATION: University of Florida – Over 20 years in sports marketing including the NFL, MLB, NHL and PGA

HOMETOWN: Miramar, Fla.

WHO AM I?

NAME: Kevin Rooney

TITLE AND COMPANY: VP, marketing & advertising – Phelan Family Brands

YEARS WITH THE COMPANY: 4

YEARS IN SOUTHWEST FLORIDA: 10

NATURE OF BUSINESS: Restaurant company / event management

EDUCATION: University of Windsor / Ryerson University – Over 20 years in sports marketing including the OHL, NAHL, NHL, NASCAR and PGA

HOMETOWN: Guelph, Ontario Canada

Name the top three elements or practices that have been critical in the success of your business?

• The ability to aggressively negotiate media within the market allowing us to better promote our brands while spending less.

• Finding new and creative ways to promote our brands, including creating new events in the marketplace.

• Staying on top of market trends within our industry to ensure we create, promote and offer consumers what they are looking for whether its healthier options, broader menu offerings, signature drinks or more effective ways to deliver our promotional discounts or coupons.

Within the context of your current marketing/promotional strategy, how do you differentiate your company from your competitors?

One of our key points of difference is having our own in-house marketing team that rivals most advertising agencies. We are completely self-sufficient in being able to handle media buys, ad design, ad placement along with ideating and implementing creative campaigns. Not only do we manage three restaurant concepts, we execute flawlessly the same responsibilities for signature events in Southwest Florida and cross promote aggressively ensuring our brands are seen by thousands. We believe our resources, team members and marketing programs are unmatched in the market.

What will you base your success on for 2018?

Measurable results for us as a marketing department are based on getting customers into our restaurants and having memorable dining experiences. We strive to build our brands so they are top of mind and recognizable when seen in the various channels we use to promote getting customers. When they become fans of our brands and return repeatedly, that’s the success we will look for year in and year out.

How is social media impacting your industry or business this year? What’s in store for 2018?

There is no question it has become a major line of communication to our customers. As part of our focus this year and for 2018, we’ve dedicated extensive resources to create a stronger social presence across all platforms. We’ve hired staff including local personality Jen Stacy, a videographer and invested in broadcast-quality equipment to give us the opportunity to create our own engaging and original social content. The power of telling stories that are meaningful, genuine and from the heart has a lasting impression. We’ve already seen measurable results in engagement and loyal followers looking for the next story we’ll tell. We’ve become more engaged with our customers on more social platforms as well including Snapchat, YouTube and Instagram.

How are you using technology to improve your business?

We have invested a lot of time and energy in making sure we listen to our customers and communicate with them. We have put in place a robust reputation management program with our partner Active Data that allows us in real time to see and respond to reviews on the various review sites as well as comments made on social media platforms. We want our customers to know we value their input whether good or bad. We combine this tool with the utilization of weekly e-blasts to deliver timely offers and messaging about our brands and parlay that with offering free Wi-Fi in restaurants that allows us to capture email addresses to increase our e-blast database. This is certainly a winning marketing tool for us across all brands.

What do you truly love about working here in Lee County/Collier County?

We have paradise in our backyards!! When you see palm trees, water, beaches and you’re in Florida, it doesn’t get much better than that. We are lucky to open our doors and have people from all over the world come and visit us as the place to relax, have fun and get away from the everyday.

How do you find inspiration in today’s business climate?

As a family-owned company, we have a personal story from our founder Tony Phelan that would inspire anybody. If you can’t get fired up and be passionate to make a difference for a family that has overcome a battle with cancer and who thrives on giving back to the community, I don’t know what inspires you. We come to work every day knowing that we are in the business of creating memorable experiences. It doesn’t get much better than that!

What wise words would you tell young people entering the work force today?

Don’t be afraid to work hard. Sometimes the payoff isn’t immediate. Get in and make a favorable impression with your work ethic. Say yes to everything and be a sponge. Soak in and learn from those around you — younger, older. You’ll become invaluable if you do! ¦

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