Corporate Philanthropy Spotlight: Estipona Group
Having recently celebrated 29 years in business, The Estipona Group now boasts 12 employees, including founder and CEO Edward Estipona. What started in his parent's spare bedroom as a one-man design shop has grown and evolved over the decades into a full-service marketing communications company.
Estipona believes longevity and adaptability set them apart from his competition and both components are related. "Advertising is a fickle business and one at the whim of local economics. We have weathered some serious storms as an agency (three recessions and a pandemic) by adapting, evolving, and improving the services we bring to our customers. Not all agencies do that — or do it quickly enough. I am no prophet, but I have had the ability to recognize trends and changes happening in communications. And because we are a small agency and designed to be nimble, we can respond to these changes quickly," Estipona said.
Early in the company's history and for many years, Estipona was the art director, in charge of client relations, and very involved in day-to-day operations. Now his role has evolved more into business development and planning the firm's long-term future while his team and some leaders in the organization do most of the day-to-day activities. "I guide the direction of the agency, in concert with my team, as far as what clients we want to work with and the services we offer. What we do today looks quite different from what we did for clients 10 or even five years ago. While we continue to tell brand stories, the tools we use have changed greatly, and COVID affected some of that change (the prevalence of QR codes and surge in remote services, for instance)."
Constant change is among the most significant challenges to Estipona and his company in his industry. "In communications, change is not only inevitable but also fast and furious. Flexibility and adaptability are essential, and you need to be willing to learn from your mistakes and those of others — quickly. We have built a company that is nimble and, more importantly, willing to pivot when clients, the economy, or culture dictate."
During the pandemic, Estipona realized they needed to pivot. "Through our work on COVID-19 vaccine communications for the State, we began to redefine what it means to communicate "to the masses." With so much on the line — one could argue life and death — we had to ensure everyone could access COVID vaccine information. As we had conversations with different user groups, we realized our communications were not as inclusive as they needed to be. In fact, all our marketing communications, for all our clients, were not taking accessibility issues into account. Communications should not leave anyone behind, particularly healthcare communications for at-risk and underserved populations like those living with a disability. This realization led to research into ADA best practices for websites, digital and print and adjusting our processes to make using ADA principles as a default for all our clients. While this work takes more time, energy, and resources, we have not faced pushback from clients, but rather relief. It is heartening to know that what we see as essential and what should be the new standard is gaining acceptance. We have even created practical guides for marketers to help them create more inclusive communication pieces."
Being involved in the community and charitable have always been important to Estipona and his company. And being associated with the Community Foundation reflects his commitment. "I subscribe to the idea that a rising tide lifts all boats. Like me, the Community Foundation believes in giving back and supporting the community so that we can all prosper. Their philanthropic advising, grantmaking, charitable asset investment management, and leadership in community engagement, particularly with the Community Endowment, represents ideals in action. They don't just talk to the talk, they walk the walk of improving the community with funds, programs, and strategies," Estipona said.
Over the years, part of The Estipona Group's charitable work has been providing pro bono design and communication services for various non-profits (the arts are a favorite cause). To celebrate their 25th year in business, they engaged in a year-long effort of monthly "good deeds, " including everything from pro bono logo design to hosting birthday parties for children residing in the Volunteers of America shelter.
Estipona has served on the board of the Community Foundation of Northern Nevada since 2014 and now serves as Chair of their Diversity, Equity, and Inclusion (DEI) task force. He also served as a Governor-appointed member of the Nevada Arts Council during Brian Sandoval's terms as Governor. He currently serves on Governor Steve Sisolak's Nevada Travel Commission and the Workforce Development Board. He was also a founding member of the New Nevada Jobs Coalition and the Truckee Meadows Tomorrow (TMT) Board of Directors (1997-2002) and returned to the TMT board in 2020. And this year, he was invited to join the Truckee Meadows Community College Institutional Advisory Council.
About 11 years ago, Estipona discovered road cycling. Not only does it keep his middle-aged body in shape (arguably the best shape of his life, he says), it brings him great joy grinding up Geiger Grade or around Emerald Bay. The work is rewarding and adrenaline-inducing, and as Estipona joked, his wife, Shannon, "now drinks the Kool Aid and we enjoy fun two-wheeled adventures together."
Over the years, part of The Estipona Group's charitable work has been providing pro bono design and communication services for various non-profits (the arts are a favorite cause). To celebrate their 25th year in business, they engaged in a year-long effort of monthly "good deeds," including everything from pro bono logo design to hosting birthday parties for children residing in the Volunteers of America shelter.
Estipona has served on the board of the Community Foundation of Northern Nevada since 2014 and now serves as Chair of their Diversity, Equity, and Inclusion (DEI) task force. He also served as a Governor-appointed member of the Nevada Arts Council during Brian Sandoval's terms. He currently serves on Governor Steve Sisolak's Nevada Travel Commission and Workforce Development boards. He was also a founding member of the New Nevada Jobs Coalition and the Truckee Meadows Tomorrow (TMT) Board of Directors from 1997-2002. He returned to the TMT board in 2020, and this year, he joined the Truckee Meadows Community College Institutional Advisory Council.
About 11 years ago, Estipona discovered road cycling. Not only does it keep his middle-aged body in shape (arguably the best shape of his life, he says), it brings him great joy grinding up Geiger Grade or around Emerald Bay. The work is rewarding and adrenaline-inducing, and as Estipona joked, his wife, Shannon, "now drinks the Kool Aid and we enjoy fun two-wheeled adventures together."