Lorri Shaban and Kim Isemann are the driving force behind the growth, innovation and success of Orlando-based marketing and communications firm TWsquared. They met when Isemann hired Shaban and her firm to launch LEGOLAND® Florida. Following the launch’s record-smashing success, Shaban hired Isemann and the dynamic duo of Florida’s I-4 Corridor formed.
The two couldn’t be more different. Shaban, a highly creative, roll-up-her-sleeves forward-thinking leader and graduate of Florida State University has spent a majority of her 24-year career in agencies. Isemann, on the other hand, has 24 years of tourism marketing experience on the corporate side, is a UCF grad and an avid Gator fan. Shaban is a mother to two boys while Isemann has two girls. Obviously the two don’t always see eye-to-eye, but when they do, they create world-class strategies for top-tier brands.
“Expertise in sales and tourism marketing is a competitive driver for us,” said Shaban. “When you fully understand the sales process, you deliver more targeted, efficient and effective marketing and communications solutions to your clients. More than boosting our engagement in travel and tourism segments, Kim’s skill sets add tremendous value to all of our clients, regardless of industry.”
Isemann joined TWsquared after wrapping a four-year position with LEGOLAND® Florida as the theme park’s top sales and marketing executive. Prior to joining LEGOLAND®, she was general manager of the DAYTONA 500 EXPERIENCE at the Daytona International Speedway. Shaban has served in senior leadership roles with some of Central Florida’s largest and most prestigious companies and has been professionally accredited by the Public Relations Society of America for 15 years.
Together they inspire their talented team to develop groundbreaking campaigns and strategies for clients in a wide range of industries including travel/hospitality, healthcare, banking, technology, real estate development and professional services.
2015: Full Steam Ahead
The team is gearing up for a particularly busy first quarter that includes major projects for:
Arnold Palmer Invitational Presented by MasterCard TWsquared is agency of record for this world-renowned PGA tournament that takes place every March at Arnold Palmer’s Bay Hill Club & Lodge in Orlando. The team is actively managing strategic planning, media relations and print, digital and broadcast advertising. They are also working closely with the tournament’s major partners like MasterCard, Publix, Orlando Health and WKMG to create and leverage new opportunities to promote the event and sell tickets, proceeds of which benefit Arnold Palmer Hospital for Children and Winnie Palmer Hospital for Women and Babies.
South Lake Hospital The TWsquared team is set to launch an all-new marketing campaign for this progressive community hospital in Clermont. The campaign, centered on the hospital’s orthopedics and sports medicine program, includes digital, outdoor, print and social media as well as a whole host of additional communications tools.
Florida’s Space Coast Kicking off year two of a public relations contract with the Space Coast Office of Tourism, the team is leveraging its travel marketing experience to develop creative promotional opportunities, boost special events and place stories with national and source-market news media. It’s also prepping for a multi-day video and photo shoot to capture Brevard County’s beaches, hotels, dining, attractions and other must-dos.
TWsquared Rebrand One of the firm’s goals this year is to reposition the company to better fit its brand. Mid-way through the process, a new name, logo and creative platform is complete; its website and other collateral is in the works and the firm will be moving into expanded space in downtown Orlando in April.
“We had a terrific year last year and are working with a dream list of clients right now,” said Shaban. “We’re staffing up and doubling down in 2015.”
Lorri Shaban, President
Kim Isemann, Executive Vice President
112 Annie Street
Orlando, FL 32806