With nearly a decade of digital-focused marketing strategy and client partnership under my belt, I’ve worked on projects, with brands, and in agencies big and small, on both sides of the pond, from Philadelphia to Boston to London. A nod from Forbes as a 30 Under 30 early in my career recognized the work I still am passionate about doing today: finding creative ways to reach audiences, born from research and insight-gathering and backed by data that proves it’s working.
I'm Steph Parker, an award-winning marketing strategist & client partner.
Good marketing isn't about a logo or a tag line. It's just about people.
Marketing departments and agencies differentiate between ‘digital’ and ‘traditional’ marketing, but consumers and prospects don’t. Whether something happens through a screen or IRL, if it isn’t considering its intended audience, it doesn’t matter, and usually doesn’t work. My approach to building a great marketing plan or campaign is integrated from start to finish because the brands that know how to treat consumers and clients like people are the ones that stand the test of time.
Do the homework
Every smart marketing campaign needs to start with research. It’s vital to understand the audience, the landscape, and all of the key players involved, based on whatever challenge a brand is trying to solve or overcome. Asking lots and lots of questions is crucial.
Find the insights
There’s doing research, and then there’s understanding research. Why are people doing what they’re doing? Feeling what they’re feeling? Saying what they’re saying? How does a brand and its objective fit into that world? What keeps people up at night? What excites them?
Effective marketing reaches the right people, in the right places, at the right times, to drive the right behaviors. Integrated plans need to consider the implicit and explicit things people do when interacting (or not) with it, based on where they are and what we’re asking them to do.
Observe & iterate
There is no such thing as a campaign without analysis. There also is no such thing as a ‘set it and forget it’ approach to marketing. Once something is out in the wild, testing our assumptions about what would work, we have to make sure we take the time to observe, analyze, optimize, rinse, and repeat.
A few interesting briefs
I’ve worked in advertising, media, and public relations shops to get hands-on experience answering briefs from every angle, from amplification to distribution to recognition. No matter how diverse the clients, or agency environments, every campaign I’ve touched through the years has always answered an ask to drive some sort of specific result. Here are a few examples I’m proud of.
Looking for more info?
Get in touch if you’re interested in learning more about how we can work together, whether you need consistent digital marketing support, a leader for a workshop or talk, or want to know a bit more about what making the jump across the pond is like.
A few good brews
Still wondering why my logo has a pint glass on it? I started a small but mighty craft beer blog in 2019 that’s become a passion project of mine. If you’re looking for a recommendation of what to drink, give it a follow and get ready to enjoy some really good suds.
Get your learn on
If you’re looking for one of my upcoming classes or workshops with General Assembly, the best place to find out what’s on tap is directly through their website. I’m typically on campus at least once a month!