Meet Leslie Licano Co-founder, CEO | Beyond Fifteen Communications, Inc. — Full-Service Marketing Taking You Beyond Fifteen Minutes of Fame

We had the good fortune of connecting with Leslie Licano Co-founder, CEO and we’ve shared our conversation below.

Hi Leslie Licano, we’d love to hear more about how you thought about starting your own business?
My business partner, Lauren Ellermeyer, and I started Beyond Fifteen Communications, Inc. in 2009 believing that it was possible to deliver both big agency results AND the high-touch, boutique style service clients deserve. We hated this idea that you either had to be treated like a number at a mega-agency, or secure subpar results from a small player that may not have the tools, resources, staff or infrastructure to deliver on their promises. We realized that if we did it right, we could carve our own path by helping other people’s businesses succeed in a meaningful way. We started Beyond Fifteen from my living room and had our first two employees working around my kitchen table. Today, we’ve grown into a full-service marketing and communications agency serving well-known brands across a variety of B2B and B2C industries with talented staff across the U.S. from California to Florida. Over the last 12 years our big idea has truly become a reality.

What should our readers know about your business?
Beyond Fifteen Communications, Inc. is a full-service marketing communications agency. A lot can happen in 15 minutes. A front-page headline, a hot story, a new YouTube celebrity; but what really matters is what happens after those initial 15 minutes of fame. That’s where we come in. Spanning marketing, public relations, thought leadership, search and social—Beyond Fifteen’s powerful, award-winning lineup of strategists, marketers, storytellers and writers are committed to our clients’ objectives and growth. We’re a long-term partner for success—taking our clients beyond their fifteen minutes of fame.

We’re very proud of the way we strategize for our clients. We say, “no cookie cutters,” and we mean it. We hand-select earned, owned and paid media strategies and approaches that are a perfect fit for our client’s business and specific goals.

We’ve gotten to where we are today largely by referral business and longevity with clients. Nothing feels quite as good as having a client refer a friend or business associate to us. We know that means that not only do they trust us with their business, but they are so pleased with our performance that they think other people should work with us too!

We’ve learned a lot as we’ve grown. While Lauren and I were exceptional communications industry professionals when we started our business, there was a lot we didn’t know about leadership and people management. With time, and by listening to employee feedback, we’ve been able to grow our skills on the people side of the business. We truly care about our employees and give them kudos regularly while also challenging them to strive for more. The key we’ve found lies in truthful feedback. Sometimes something needs to be said even if it’s not what you want to hear. We can’t bury our heads in the sand, because no growth comes from that mentality.

We want the world to know that we eat, breathe and sleep marcom. Our entire business is about making other peoples’ businesses successful, and we understand deeply what that means and how powerful that can be since we are business owners ourselves. We truly understand how hard they’ve worked to build their brands, and we value the trust that they’ve given us to lead their marcom strategy. We treat every client business as if it’s our own.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
There’s so much to do in San Diego! We work hard so when I get some R&R, I like to treat myself. If I were showing someone around San Diego, I’d build in a couple days to lay by the pool or hang out at the spa. Spa at the Del at Hotel Del Coronado would be a perfect little retreat, and then we could grab some drinks at the Sun Deck and listen to the waves. A perfect relaxation day at an iconic San Diego resort.

My family is also really into animals and conservancy since my husband is a biologist, so we’d likely hit up the San Diego Zoo, Safari Park or Lions Tigers & Bears sanctuary and rescue. We love behind-the-scenes animal experiences, so these would absolutely be part of our week-long adventure.

Finally, I’d close out our San Diego experience with a stroll around Balboa Park, maybe pop into some of the museums, and of course a delicious champagne brunch on our final day. Baja Betty’s is a great spot for brunch, and they have bottomless mimosas and a delicious sangria!

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
I have to give a huge shoutout to my business partner, Lauren Ellermeyer. She is my other half, my work wife, the yin to my yang. We balance each other out and have an inside joke that I’m the CEO on even days and she’s the CEO on odd days—because we both contribute and make decisions together. Our business wouldn’t be where it is today without her.

She is an exceptional networker and takes the lead on our business development, and has the ability to connect with people she just met, and when we’re looking for new business, those skills are incredibly valuable to attract prospective clients. I’m always so impressed with the way she handles social situations and it’s incredible to see her people skills and networking acumen shine through.

It’s hard to find a good business partner—so many partnerships fail—and I’m fortunate to have her. When we started Beyond Fifteen Communications, Inc. 12 years ago, we didn’t know each other that well, and were simply starting a business relationship. Today, I can honestly say she’s one of my best friends and becoming close personally has only made our professional relationship stronger.

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