JELA Payments

Building a Payment Brand Into a Recognizable Voice in Tampa Bay Business

Through strategic storytelling, thought leadership, original content, and community-driven initiatives, Rosarium helped expand JELA Payments’ visibility while positioning founder Jimmy Estrada as an active voice and connector in Tampa Bay’s business community.

Jimmy Estrada of JELA Payments in a navy blazer, smiling against a pressed-tin wall

BUILDING THE JELA BRAND

JELA Payments had an opportunity to build a brand presence that went beyond its services. With founder Jimmy Estrada at the center, Rosarium focused on creating a stronger connection between the company, its leadership, and the Tampa Bay business community.

Our strategy brought JELA’s digital presence, Jimmy’s personal brand, thought leadership, content, and community engagement under one cohesive direction. The goal was to create consistent visibility while giving audiences more opportunities to know Jimmy, engage with JELA, and connect with the people behind the brand.

Three Pillars

STRATEGY

Rosarium developed a multi-channel strategy centered around three key pillars:

Elevate Jimmy’s Personal Brand

Build greater visibility and credibility through thought leadership, media opportunities, strategic content, and a stronger digital presence.

Create a Recognizable JELA Presence

Establish consistent, engaging brand touchpoints across social media, email, video, and digital campaigns.

Build Community Through Connection

Create original opportunities for JELA to spotlight, engage with, and bring together Tampa Bay business leaders.

BRAND VISIBILITY & THOUGHT LEADERSHIP

Rosarium built a consistent content ecosystem around both JELA Payments and Jimmy Estrada, combining professional production with authentic, personality-driven storytelling.

Jimmy’s LinkedIn presence grew to 12,834 impressions in one quarter, a 47% increase, while engagement increased 28%. JELA’s Instagram generated 20K+ views and saw 20.8% follower growth, strengthening visibility across both the company and founder brands.

At the same time, strategic PR expanded Jimmy’s authority beyond JELA’s owned platforms, securing article features in HackerNoon, Big Ideas for Small Businesses, Business Outstanders, and Ideas Plus Business.

Article features

HackerNoon
Big Ideas for Small Businesses
Business Outstanders
Ideas Plus Business

TURNING CONTENT INTO COMMUNITY

A major focus of Rosarium’s strategy was creating original platforms that allowed Jimmy to become more visible within the Tampa Bay business community.

Rosarium developed Jimmy Jumps Into Tampa Bay, an original video series built around connecting with and spotlighting local business leaders. Rosarium led the concept, branding, creative direction, guest coordination, production, editing, and publishing of the series.

Within the quarter, the series generated 9,092 impressions and 1,851 views across six full episodes and nine short-form videos, creating a growing library of community-focused content for Jimmy and JELA.

Jimmy Estrada on the bow of a Sunburst Yacht Charters boat at sunset on the Tampa waterfront

Jimmy Estrada in conversation over espresso at Macondo Coffee, framed by a bright yellow wall

Jimmy Estrada with the owner of Essential South Tampa in front of her award wall

The production team filming Jimmy Estrada on location for Jimmy Jumps Into Tampa Bay

That community-building strategy also expanded offline with The Founder’s Circle, a private executive roundtable bringing Tampa Bay business leaders together for conversations around growth, customer trust, operational efficiency, AI, and sustainable scaling. Rosarium supported the experience through branding, invitations, outreach, coordination, and event logistics.

Guests gathered around the welcome sign at a Founder’s Circle roundtable

Founder’s Circle guests together on a garden patio after a roundtable dinner

BUILDING A BRAND WITH MOMENTUM

Rather than treating social media, PR, video, email, events, and digital strategy as separate efforts, Rosarium created a connected marketing presence around Jimmy and JELA.

Professional content production supplied the brand with a growing library of polished assets. Branded newsletters created consistent communication with JELA’s audience, including a campaign that reached a 52.3% open rate. New digital assets, including the Dealer Pay landing page, expanded JELA’s ability to support targeted campaigns and outreach.

Together, these initiatives gave JELA more than content—they created an interconnected platform for visibility, thought leadership, relationship building, and continued brand growth.

The Results

A Stronger Brand. A More Visible Founder. A Growing Tampa Bay Presence.

20K+
Instagram views: +47%
growth in Jimmy’s LinkedIn impressions: +28%
growth in Jimmy’s LinkedIn engagement: 52.3%
highest email open rate

4 strategic media features
9,092 Jimmy Jumps Into Tampa Bay impressions
6 original long-form episodes produced
The Founder’s Circle launched as an original executive roundtable
Dealer Pay landing page developed and launched
A growing library of professional video, photography, and branded content

Connect with Jimmy Estrada and JELA Payments to follow their journey!

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