Today we’d like to introduce you to Jenny Lorenz
Hi Jenny, so excited to have you with us today. What can you tell us about your story?
I’m a big believer in ‘signs’. When a meaningful song comes on the radio when you need it most, when a beautiful sunset appears after a tough day, or when a new opportunity arrives just when you thought you didn’t know where to turn next. This motto is even printed on my business cards next to an image of the Selfiemost Point in Key West: “It’s a Sign – your business is ready for a new direction.” So, when a series of blizzards hit Milwaukee in 2011 after I had been contemplating moving to a warmer climate, it seemed like a sign to quit my corporate salaried job at a major Midwest department store and take the leap. And what better destination than a 4×2 mile tropical island?
Once I arrived in Key West, I worked a series of hospitality jobs, starting as a front desk agent earning $11 an hour, and eventually advancing to a Marketing Strategist position at a local digital marketing agency. It was in this role that my love for marketing truly blossomed. I had the opportunity to meet one-on-one with small business owners, learning about their goals and dreams, and doing everything I could to help them succeed. Instead of just selling advertising, I focused on understanding their objectives and creating custom marketing plans within their budget constraints. The relief on my clients’ faces was unforgettable. All the skills I had honed in retail, e-commerce, hospitality, and events were finally paying off: I could relate to business owners and their customer bases. I supported them throughout the entire process, from planning to execution. It was like being an entrepreneur with the backing of a big business—the best of both worlds.
That is, until 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 The Perry Hotel & Marina became available. The property had opened in May 2017, then shut down for the hurricane only 3 months later. This brand-new 40-acre resort was starting from scratch in every way—from signage to room service menus to website design to the need for a digital presence through social media, 3rd party platforms, and more. My job was not only to support the onsite marketing efforts and promote the ancillary businesses, but also, simultaneously put the hotel on the map as a one-of-a-kind resort destination in the Florida Keys. This was the biggest challenge I’ve ever faced, but I was more than up for it. It was a sign…right?
At The Perry, my responsibilities included marketing the 100-room resort, a 220-slip marina, three restaurants and bars, wedding venues and packages, group sales, media collaborations, ancillary outlets, experience partners, and more. I provided property tours, collaborated with our F&B Director on new initiatives, and partnered with our PR team as well as the GM, Assistant GM, and Revenue Manager to create and execute marketing plans to help put us on the map as a must-visit boutique hotel in the Florida Keys. I quite literally had a hand in everything the property did – from conception through execution. Although it was some of the hardest work I’ve ever done, it helped me realize my true passion: helping businesses that had so much to offer and so much to give get found and thrive. I’m proud to say it was all worth it – not only did I learn SO much, this role also led to me receiving the Marketer of the Year award for the two years it was awarded.
It was all flowing so well… that is, until the COVID-19 pandemic hit Key West in March 2020. The world shut down, and so did the resort. I was one of four employees selected to keep working at the hotel during the lockdown. I started to think… maybe, just maybe, this was a sign to finally do something I had been considering for the past few years: start my own business.
While working at the marketing agency and at The Perry, I was happiest and most fulfilled when collaborating with ancillary businesses, experience partners, and vendors. My new dream had been realized: I wanted to take everything I had accomplished for our resort property and apply it to small businesses. Help THEM get found, help THEM thrive. I wanted to be a one-stop shop—a trusted partner guiding them in all areas of marketing—from email to website design to social media and everything in between. Support them rather than confuse them with marketing lingo and packages they don’t need. Make sure their websites are not only beautifully designed but can be found on Google. Basically, do anything I could to help my clients succeed.
And the rest, as they say, is history – well, in the making anyway! At the end of 2020, I started my entrepreneurial adventure: Local Life Media, a holistic digital marketing agency for small businesses and have been in business for three and a half incredible years so far.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Oh, the struggles of an entrepreneur are REAL! I can honestly say I had no idea what I was getting into when I started my own business. I knew it would be hard, but I didn’t realize the sacrifices it would entail and how challenging it would be to balance my personal life with my work life. There’s no clocking out, no guarantees of your next client or income, and things can change on a dime. You’re responsible for every single aspect of a team – from accounting to payroll to HR to contracts to generating leads to client management – everything. And then there’s the isolation that came along with it. I was no longer walking into an office every day and interacting with 50+ people. It was just me, my computer, my workload, and client meetings. And just to keep things exciting, a hurricane impacted Key West a year and a half after starting my business, forcing me to relocate to Chicago for another year and a half before I could find a new place in Key West.
It was a lot. But I’ve never experienced so many challenges or so much personal and professional growth. It has made me who I am today.
As an entrepreneur, you never stop learning. Not just in your industry, but also about yourself: your weaknesses, your strengths, and where you need to improve. My clients, friends, and the people around me teach me something new every day. How to be a better partner, a better friend, and a better listener to name a few. I’m a perfectionist in everything I do, but going out on my own has taught me that you can’t let perfection be the enemy of progress. Sometimes, you just have to put yourself out there and do the best you can. And if that helps you become more patient, more understanding, and more helpful, you’re on the right path.
I truly believe this is something I wouldn’t have learned working for an organization. Running my own business has pushed me to discover my limits and grow in ways I never could have imagined. It has reminded me that although work is important, happiness is the ultimate goal and is possible to achieve with your career. If I can use my skills to help my clients achieve their dreams, then that is what this journey is all about.
Over time, I’ve been lucky enough to work with clients who share this mindset. They want to try new things, experiment, and truly connect with their audience in a meaningful way. I believe this is because they have a strong sense of self and a passion for work-life balance – these are what I consider my dream clients. With them, there is no struggle. Instead, it becomes a relationship of collaboration, peace, and fulfillment.
Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
Please tell us more about your business or organization. What should we know?
Local Life is not your typical marketing business. I pride myself on being a one-stop shop for my clients—a holistic marketing agency where we examine everything that could impact a business’s brand messaging, reputation, and overall success. Many small businesses don’t realize that marketing isn’t just a singular aspect like your website or social media; it encompasses every possible channel that reflects your brand—including your website, email, social media, third-party platforms, onsite collateral, PR, and so much more.
When a client contacts me for a specific service, I can’t, in good conscience, just send over a contract. Instead, I offer a complimentary consultation to learn more about their goals and aspirations. This helps me understand where they came from, where they are, and where they want to be. From there, I can make recommendations and create a marketing plan that helps them get from point A to point B within their budget, all while prioritizing their needs.
What do you do, what do you specialize in / what are you known for?
What sets Local Life Media apart is our commitment to integrity—we don’t push services that won’t impact your sales, and we never upsell. This might not be the best business strategy (!), but I see myself more as a partner than a salesperson. I’m completely honest about what you need versus what you don’t. I translate marketing jargon into understandable terms and invite you to be as involved as you’d like in the execution. Our a la carte options also ensure we can work within your budget constraints.
Our services include all channels of marketing because of my experience, which is what allows Local Life Media to be a complete one-stop-shop:
– Website Design
– Social Media Management
– Local Marketing
– Graphic Design & Branding
– Paid Campaign Management
– Social Media Photography
– Email Marketing
– Reputation Management
– Search Engine Optimization (SEO)
– Marketing Audits
– And more
Additionally, for those who aren’t sure what they need and/or just want all-around marketing support, I created a Virtual CMO (Chief Marketing Officer). I step in as a direct extension of your organization and put into motion proven marketing strategies. My ultimate goal is to provide the best possible results to support my client’s goals, with analytics and metrics to track the growth journey.
What sets you apart from others?
Local Life Media wouldn’t be what it is today without our amazing team, who share my passion for our client’s success. Lauren Feiner, who has been with me since just after inception (and a dear friend over 22 years), is incredibly detailed and committed, supporting website design, SEO, and social media. I also collaborate with a variety of contracted designers to elevate logos, branding, and graphic animation. Our paid campaign manager from Fort Lauderdale handles multi-million dollar accounts by day and supports my small business clients in his off hours. Additionally, I have an accounting team and bookkeeper who make it easy for me to focus on my clients and the aspects of my business I love the most.
Fun fact—most people don’t know that the name ‘Local Life’ is based on an Instagram account my best friend Emily Nixon and I created back in 2019: The Local Life KW (https://www.instagram.com/the_local_life_kw). We were hanging out at a local pool, talking about all the pictures we take around town but never post. We thought it would be fun to have a shared social media account where we posted those pictures for others who love Key West as much as we do—to show them the island from a local perspective. When it came time to think of a name for my business, ‘Local Life’ was the perfect fit. Our Instagram account demonstrated the power of connection and provided a platform to promote my clients authentically to our loyal followers who loved quality experiences. Now we have nearly 70K followers, making it one of the largest creator accounts in Key West. So Local Life has always been more than just marketing – it’s a lifestyle and community. Our Instagram account is about to roll out some fun and exciting new collaborations, merchandise, and more—stay tuned!
What are you most proud brand wise?
One of the things I’m most proud of is the growth and transformation I see when working with clients. A great example is Milagro Restaurant and Bar, one of my favorite Key West clients. This husband-and-wife team has a prime location off Duval Street and some of the most incredible food I’ve ever tasted in Key West. Despite their passion, recipes, and location, they struggled to attract customers and felt unsure about where to start. When they reached out to me, I immediately saw that creating a new website was the first step. After their new site went live, they were so pleased that they hired us for Social Media Management, Email Marketing, and PR support with media visits. When we started with them in October 2022, they were ranked #149 on TripAdvisor. Now, a year and a half later, they are #40 and have experienced their best sales since opening. They trust us implicitly with their marketing, giving us free rein to try new things and sharing initiatives for new weekly specials, local promotions, and holiday meals. The collaboration and communication have always been supportive and seamless, which I believe is why they’ve seen such success over the last year and a half.
Is there any advice you’d like to share with our readers who might just be starting out?
Oh, do I! As I mentioned earlier, being an entrepreneur comes with challenges you can never fully prepare for. My advice is to lean on others in your industry and other entrepreneurs as much as possible. With clients, it’s important to set boundaries, be clear about your services to set expectations and be a little picky about who you choose to work with to ensure you have the same communication styles. Collaborating with people who align with your value systems will make you happiest. And make sure you establish a work/life balance: burnout is real!
Those first three years will test you in many ways, but they will also challenge you to grow in ways you could never imagine. Lastly, prioritize happiness. If you’re not happy, you’ll lose your passion and be tough to work with, and nobody wants that! Do what you love, be open to criticism and change, and live life to the fullest. If you do that, you can’t fail.
Pricing:
- Website Design: Starting from $2750
- Social Media Management: Starting from $900/mo
- Marketing Audit: $700
- Email Marketing: $110/hour
- Search Engine Optimization: $110/hour
Contact Info:
- Website: https://www.thelocallifemedia.com/
- Instagram: https://www.instagram.com/the_local_life_kw/?hl=en
- Facebook: https://www.facebook.com/thelocallifekw/
- Yelp: https://www.yelp.com/biz/local-life-media-key-west
- Other: https://g.page/r/CcyOGBKiJBVIEB0/review
