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RBOA Celebrates 40 Years as Tallahassee Marketing Powerhouse

RBOA Celebrates 40 Years of Innovative Marketing and Campaign Shaping in Tallahassee

In the heart of Florida's capital city, RB Oppenheim Associates (RBOA), a powerhouse in the marketing and public relations industry, is marking a significant milestone: its 40th anniversary. Founded in 1985 by visionary entrepreneur Ron B. Oppenheim, the firm has evolved from a modest startup into a dynamic agency that has profoundly influenced branding, advertising, and strategic communications across the Southeast. This celebration not only highlights RBOA's enduring legacy but also underscores its role in shaping some of the most impactful campaigns in politics, business, and community development.

Oppenheim, who started the company with little more than a typewriter and a Rolodex in a small office downtown, recalls the early days as a time of grit and innovation. "We began in an era when marketing was transitioning from print ads to the dawn of digital," Oppenheim shared in a recent interview. "Our goal was always to tell stories that resonate, to connect brands with people in meaningful ways." From its inception, RBOA focused on blending creative storytelling with data-driven strategies, a formula that quickly set it apart in Tallahassee's competitive landscape.

Over the decades, RBOA has been instrumental in crafting campaigns that have left an indelible mark on the region. One of the firm's earliest successes came in the late 1980s when it partnered with local tourism boards to promote Tallahassee as a cultural hub. The "Discover Tallahassee" initiative, featuring vibrant print and radio ads, boosted visitor numbers by over 30% in its first year, according to historical data from the Leon County Tourism Development Council. This campaign exemplified RBOA's knack for highlighting hidden gems, such as the city's historic districts and natural parks, transforming them into must-visit destinations.

As the 1990s rolled in, RBOA expanded its portfolio into political consulting, becoming a go-to agency for candidates and causes. Notably, the firm played a pivotal role in several high-profile gubernatorial and legislative races, developing messaging that emphasized economic growth and environmental stewardship. "We don't just sell products; we shape narratives that drive change," said Sarah Klein, RBOA's current CEO and Oppenheim's successor. Klein, who joined the firm in 2005, has steered it through the digital revolution, integrating social media and analytics into its core services.

The agency's work extends beyond politics into corporate branding. In the early 2000s, RBOA collaborated with emerging tech startups in Florida's I-4 corridor, helping them navigate the dot-com boom and bust. A standout project was the rebranding of a major healthcare provider, where RBOA's team designed a comprehensive campaign that included website overhauls, targeted email blasts, and community outreach events. This effort not only increased patient engagement but also positioned the client as a leader in innovative care solutions.

RBOA's commitment to community has been a cornerstone of its philosophy. Throughout its history, the firm has dedicated resources to pro bono work, supporting nonprofits like food banks, educational initiatives, and environmental groups. For instance, during the aftermath of Hurricane Michael in 2018, RBOA spearheaded a relief campaign that raised awareness and funds, mobilizing volunteers through clever social media drives and partnerships with local media. "Giving back isn't just good business; it's who we are," Oppenheim emphasized.

Innovation has been key to RBOA's longevity. As marketing trends shifted toward digital platforms, the agency adapted swiftly. By the 2010s, it had embraced SEO, content marketing, and influencer partnerships, helping clients like retail chains and real estate developers thrive in an online-first world. A memorable campaign involved a viral video series for a Florida-based craft brewery, which garnered millions of views and significantly expanded the brand's market reach. The firm's data analytics team, now a robust department, uses AI-driven tools to predict consumer behavior, ensuring campaigns are not only creative but also precisely targeted.

Looking ahead, RBOA shows no signs of slowing down. With a team of over 50 professionals, including graphic designers, copywriters, and digital strategists, the agency is venturing into emerging fields like virtual reality marketing and sustainable branding. Klein envisions a future where RBOA leads in ethical advertising, focusing on transparency and social responsibility. "As we celebrate 40 years, we're excited about the next 40," she said. "The marketing landscape is evolving faster than ever, with AI and immersive tech at the forefront, and we're ready to shape it."

The anniversary festivities include a series of events, from a gala at the Tallahassee Museum to workshops for aspiring marketers at Florida State University. These gatherings not only honor past achievements but also foster new connections, ensuring RBOA's influence continues. Alumni and clients alike have shared testimonials, praising the firm's integrity and creativity. "RBOA didn't just market our business; they helped us build a legacy," noted a long-time client from the hospitality sector.

In an industry often criticized for superficiality, RBOA stands out for its depth and authenticity. From humble beginnings to becoming a regional leader, the agency's journey reflects the power of persistent innovation and community focus. As Tallahassee grows, so too does RBOA's role in narrating its story, one campaign at a time. This milestone is more than a celebration—it's a testament to the enduring impact of thoughtful marketing in an ever-changing world.

RBOA's story is intertwined with Tallahassee's own evolution. The city, known for its blend of government, education, and culture, has provided fertile ground for the agency's growth. Early challenges, like navigating economic downturns in the 1990s, tested the firm's resilience, but strategic pivots—such as diversifying into crisis communications—ensured survival and success. Today, RBOA's portfolio boasts over 1,000 campaigns, spanning industries from agriculture to entertainment.

One particularly innovative project in recent years was the "Green Florida" initiative, a statewide environmental awareness campaign launched in partnership with conservation groups. Utilizing augmented reality apps and interactive billboards, it educated the public on sustainability while promoting eco-friendly brands. The campaign's success, measured by increased recycling rates and social media engagement, highlights RBOA's ability to merge technology with purpose-driven messaging.

Internally, the agency has cultivated a culture of mentorship and diversity. Programs like the RBOA Fellowship bring in young talent from underrepresented backgrounds, providing hands-on experience in campaign development. "We're building the next generation of marketers who think beyond the bottom line," Klein explained. This forward-thinking approach has earned RBOA numerous awards, including recognitions from the American Marketing Association and local business chambers.

As the firm reflects on four decades, it's clear that RBOA's true strength lies in its people and principles. Oppenheim's founding vision—of marketing as a force for good—continues to guide the agency. In a digital age rife with misinformation, RBOA prioritizes ethical practices, ensuring campaigns are truthful and inclusive. This commitment has fostered lasting client relationships and a reputation for excellence.

The 40th anniversary serves as a bridge between past triumphs and future possibilities. With plans to expand into national markets and explore global partnerships, RBOA is poised for even greater influence. For Tallahassee, the agency remains a vital economic driver, employing locals and contributing to the community's vibrancy. As one chapter closes, another begins, promising more groundbreaking campaigns that shape perceptions and inspire action.

Read the Full Tallahassee Democrat Article at:
[ https://www.tallahassee.com/story/money/2025/08/06/rboa-celebrates-40-years-of-marketing-shaping-campaigns-more/85521983007/ ]