Meet Jenny Lorenz | Owner & Founder

We had the good fortune of connecting with Jenny Lorenz and we’ve shared our conversation below.

Hi Jenny, what was your thought process behind starting your own business?

It’s hard to put into words, but it feels like my life has always been leading me in this direction – that, and mother nature (more on that below!). I’m sure most people can relate – as you get older and build experience in various industries, you’re able to carry that knowledge into the next position which gives you a more comprehensive understanding of the ins and outs of the business. But as someone born and raised in Chicago, lived in Milwaukee after college, and then made the major leap to move to a 4×2 mile island in the Florida Keys, all I can think about is how this is the path I was meant to take.

My first job after college was for a major Midwest retailer in downtown Milwaukee as a Merchandise Assistant in a buying office. Fast forward 9 years later and I had been promoted to 4 different buying offices, moved into advertising, and then took a senior management position in e-commerce (back in 2009, that industry was just starting to explode). It was great but something was still missing. Although every aspect of my job had always included some form of marketing, I wasn’t truly happy with my role. And then, the blizzard of 2011 hit Milwaukee – there was no better time to head south…and Key West was the next stop.

Moving to Key West from Milwaukee was the biggest change I had ever made as an adult. Not only was I leaving my home, friends, and salary and benefits, I was leaving a career I had built over 9 years. In Key West, there was only one true industry – hospitality. So I did what I had to do – found a front desk position making $11 an hour. But I knew the importance of starting from the bottom working your way up and was ready for the challenge.

The next 3 years in Key West allowed me to fully immerse myself in the island and tourism industry. I learned how the market operates, the mindset of tourists, and the caveats of advertising in a tourism destination. Then it finally happened – I secured a marketing role for a bed and breakfast, which opened the door to a position at a local digital marketing agency. It’s here where my passion for working with small businesses was ignited.

Each small business owner would come in the door needing help but didn’t know where to start. Rather than selling them advertising, I took the time to learn about their business, operations, goals, and budget. I admired these small business owners. Their ability to conceive an idea and just execute it without seeking approval, creating proposals, budgets, or elaborate plans was exciting. I had never experienced this in the corporate world – everything always needed to be approved through a multitude of meetings and presentations and oftentimes red tape would get in the way of progress. These small business owners could simply think of an idea and put it into motion. Yet, one common struggle they all faced was marketing—of course – it wasn’t their expertise. They started their businesses because they were skilled at cooking, painting, fishing, etc. As all entrepreneurs know, when you own a business, you have to handle everything, even the tasks you don’t like or have much experience with. To be successful, they needed help sharing their passion, skills, and services with the market. I learned firsthand what they had to offer, and the desire to help them share that with the world sparked passion and excitement. Without realizing it, I had become a small business consultant – I wanted to help them holistically rather than just sell them a service they may not need. My experience over the last few years in Key West taught me more than just hospitality – it taught me the power of the island community. I wanted these businesses to succeed and felt the responsibility to share honest feedback, educate, and support their goals within their allocated budget.

The response was incredible, building relationships of trust where these small businesses were grateful to have a guiding partner rather than just someone trying to sell them a service. I felt a connection to their business; after all, we were all locals, and we were in this together. Their success was my success.

That is until Mother Nature stepped in again with Hurricane Irma in 2017. Our community came together in such incredible ways to support one another and rebuild – but the landscape changed for small business owners and tourism. The world needed to know that the Keys were still here, rebuilding, and with a community spirit that was stronger than ever. While furloughed, I volunteered at clean-ups, helped distribute food, and dreamt about how I could help get the word out about our beautiful island beyond my current role. Then it happened: a marketing director position at a new hotel property on Stock Island became available. This role seemed to bring together all the expertise I’ve learned over the years, combining them into one challenging yet incredible position while providing the platform to welcome tourists back to the island.

In this role, I was responsible for marketing a 42-acre property featuring a brand-new resort, event space, world-class marina, two restaurants, and our Stock Island partners. What set this property apart from other Key West hotels and attracted me was its experiential nature. It wasn’t just a hotel and some restaurants; it was home to various small businesses, each contributing to the overall destination—restaurants, bars, artists, charter boat operators, fishing captains, musicians, and more. Additionally, we offered activities like movie nights and workshops, all driven by small business owners.

Similar to my time at the digital marketing agency, I would meet with these partners to cross-promote in the property’s advertising and they often sought advice or shared challenges they faced with their business. I found myself once again excited to help and support these small businesses to stand out in the market. Before meeting with them, I’d thoroughly review their website, social media platforms, and any other available material, so I could share suggestions and recommendations. We would discuss strategy and cross-promotion and they were always so thankful and appreciative for the time and insights I’d provide. It was a no-brainer to me – we were partners. Our success was their success.

But oh wait – Mother Nature is back! After 3 eventful and rewarding years at the property, COVID happened and I found myself one of only four employees remaining on the hotel side. As the stress of the pandemic grew, I thought more and more about these small businesses and how COVID was impacting them. Was there something I could do to help? What if I could start my own marketing agency that supported the needs of small businesses, similar to what I had done at the digital marketing agency and the resort property? Rather than offer freelance, one-off services, I could provide a holistic level of service – learning about their business and supporting them through various marketing channels and help put them back on the map. The thought alone was exciting, but SO scary. Giving up my salary and benefits to go out on my own was terrifying. Would I have any clients? Would I make any money? Would I be any good? Well, I wouldn’t know the answer unless I tried.

I put in my two-month notice with the resort property in October 2020, with plans to officially start my business on January 1, 2021. By the second week of January, I already had eight clients, simply through word of mouth.

It was an 18-year journey from my first ‘real’ job to starting my own business. And here I am in my 4th year. It’s been an incredible experience filled with ups and downs but I’ve learned so much, plus made incredible life-long partners and friends along the way. I continue to learn every day (but would appreciate it if Mother Nature would ease up for a few more years!).

Please tell us more about your business. We’d love to hear what sets you apart from others, what you are most proud of or excited about. How did you get to where you are today business-wise. Was it easy? If not, how did you overcome the challenges? What are the lessons you’ve learned along the way. What do you want the world to know about you or your brand and story?

Local Life is more than a marketing agency. My clients are my friends, and I become passionate about (aka slightly obsessed) with their success. Rather than just providing freelance services, I become an integral part of the business, a service I fondly refer to as my ‘Virtual CMO’. The business model is relatively simple: my clients share their initiatives and/or goals, and I run with it. For example, if they tell me they have a special New Year’s Eve menu, I’m already adding it to their website, integrating it into their social media marketing, and designing a newsletter (amongst about 15 other things). My goal is to translate 22+ years of marketing and advertising experience into one seamless process so my clients can focus on what they do best (their business) while I do what I do best: create a strong brand identity that sets them apart from their competition.

I wouldn’t be here today if it weren’t for the opportunities I’ve been given, guidance from mentors, and working in every aspect of the hospitality business. Having this first-hand experience has given me an in-depth understanding of how to support operations through marketing – not the other way around. The real magic is when these two forces come together.

The process of getting to where I am today definitely was not easy. And still isn’t, to be honest! There’s always a new trend, competitor, or simply challenges you encounter when running your own small business or marketing for a small business. My clients often have to make quick changes to compensate for a slow week/weekend, short-staffing, or new initiatives that need to be rolled out ASAP and I need to react to that creatively and timely.

Being an entrepreneur requires a level of mental toughness I never expected. Sometimes I overcome and come out stronger. But more often than not, I learn. My clients know their businesses better than I ever can or will. However, small business owners don’t have a marketing team to execute new ideas or time to dedicate to a lot of questions when it comes to strategy. So I try to take as much off their plate as possible with minimal direction. My goal is to immerse myself in their business, ask the right questions, and put strategy into motion. The key is patience, support, and communication. Great marketing doesn’t happen overnight – you have to put in the time and effort, try new things, and measure performance. It’s only then that you will see results.

What I’d like the world to know about my brand and story is that I’m very passionate about my clients. I want their businesses to do well and I’m going to do everything I can to make that happen. I work best with clients who will collaborate/communicate with me regularly about their needs and goals and trust me to take it from there. The more integrated I am in the business, especially when it comes to goals, objectives, sales, and initiatives, the better the results will be.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?

As a prior concierge, I love giving recommendations in Key West! It’s a lot more fun to know the likes and dislikes of a person you’re sharing recommendations with, but here is my go-to list: first and foremost, get out on the water. This is what the Keys are known for and what makes the islands so incredible. Once you’re on land, take a walk through Old Town so you can fully immerse yourself in the city. I love the Conch Tour Train if you’re short on time and want to learn about the history and architecture of the island. Once you’ve worked up an appetite, start with brunch at Moondog, shop at local businesses and galleries like The Green Pineapple, Sacred Space, and Shops at Mallory Square, grab lunch at live music at Hank’s or the Green Parrot, stop for happy hour at Bagatelle (pro-tip, get the espresso martini), head to Mallory Square for the Sunset Celebration, then finish the day with dinner at Milagro Restaurant and Bar, Blackfin Bistro, or Santiago’s Bodega.

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?

The marketing industry is ALWAYS the result of a team effort. None of this would have been possible without the support of my clients, friends, and family. Alongside the small businesses that sparked my passion, I’ve been fortunate to work under mentors who not only presented me with incredible opportunities but also taught me so much. First is Runi Goyal, an engineer by trade and marketing pro by passion. She took a leap of faith by offering me my first marketing role in Key West, recognizing the true value of marketing her bed & breakfast and vacation rentals in Old Town. She made the bold move to invest in a full-time position which is not typical for an accommodation of that size. Runi’s knowledge, guidance, and support paved the way for my career in marketing.

Equally important is Troy Talpas, the General Manager of The Perry Hotel. From our very first meeting, Troy will tell you he saw the passion and drive in my eyes. His unwavering support and mentorship played a pivotal role in my success at The Perry and now, for Local Life Media. Under his guidance, I not only learned the ins and outs of marketing a multi-million dollar property but also achieved back-to-back Marketer of the Year awards from our hospitality management group.

Last but certainly not least, Scott Mayer. While each person in my life has played a pivotal role, both personally and professionally, Scott has been a constant source of unwavering support and professional guidance from the very beginning. He opened my eyes to the importance of loving what you do and demonstrated how it’s possible to turn that passion into a full-time job. He guided me through the scary first steps of registering my business, finding a bookkeeper, and all the things I really didn’t want to do so that I could focus on what I loved to do. He even supports each of my clients – frequenting their businesses, signing up for their emails, and following them on social media. He’s almost an unofficial business partner – someone I can talk to to brainstorm new ideas, strategize, and discuss new trends. I wouldn’t be where I am today without his guidance and support.

Website: https://thelocallifemedia.com/

Linkedin: https://www.linkedin.com/company/local-life-media-digital-marketing-agency/

Yelp: https://www.yelp.com/biz/local-life-media-key-west