Creative Strategist Highlight

Jessica Chase

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CEO, getabovethefold.com

Industry: Advertising / Marketing

Business Founded: 2020

Phone: (801) 638-5619

Email: [email protected]

Address:
183 E Scenic Peak Cove
Draper, UT 84020

How long have you been in your industry?20 years

Why did you choose your industry?I fell into marketing when I worked at my first job - 1-800 CONTACTS. I was going to school to be a journalist at the time. I applied for a "marketing administrative assistant" role and ended up falling in love with marketing as I was assisting everyone in our department. For programmatic marketing specifically, I learned about programmatic advertising by working with a national marketing agency called Rakuten. I loved how programmatic advertising helped grow businesses by generating awareness.

Who are your typical clients?Anyone who can spend over $10K a month total in overall marketing spend. Our clients span all industries.

What do you like best about being in this industry?I love how it's ever-changing. I truly love learning something new each day.

What are common problems you see?Google has had a monopoly on the online advertising business for the last 20 years. They've had marketers relying on data and reports that favor their platform for 20 years as well. With the recent anti-trust lawsuits in the UK for Google as well as AI/ChatGPT hitting the scene, marketing will be shaken up more than it has in the last 20 years.

What advice/tips do you have for clients?Don't put all your eggs in one basket - IE - the bottom of the funnel. To gain market share, you need a balance of awareness driving tactics as well as bottom of the funnel marketing tactics. Also - make sure you know who your customer is (and let the data lead that). What is your CRM saying in terms of who your customer is? Who's filling out your forms, but isn't a fit. Focus on those that are filling out forms and ARE a fit. What are their attributes? Focus on those as much as possible. Hit those users with creative that speaks to them.

When is your busy season?It shifts every year based on PESTLE (political, economic, social, technical, legal, environmental factors). It used to be very much Q4 was the busiest time, but since "Black Friday" has spaced out so much - it's not so much anymore.

What keeps you up at night?Running an agency is not for the faint of heart. Been working on removing "Headtrash" by meditating 30 minutes a day for the last 120 days. It's helped a lot with the mental load, stress and anxiety of owning/running a business.

How do you market yourself to grow/expand your business?LinkedIn, podcasts, going to local events, being authentic in who I am and what I stand for (not being "another agency" that's solely on the Google train).

How involved are you in the community?One of our values is that we are trusted in our community and give back to our community. We have done a quarterly service project in our community since we started the company in 2020. We have volunteered at soup kitchens, homeless shelters, hospitals, food banks, etc. Volunteering in the community is very important to us.

What is your favorite not for profit or charity?thetrevorproject.org or ALS.org (dad was recently diagnosed with ALS).

What advice would you give to someone thinking of getting into this business?Know that it's a lot more work than you think it's going to be - you are the master of all trades - sales, account management, marketing, HR, accounting, legal, etc. People think they want to be an entrepreneur, but don't understand "grit" - They think they are going to have a bunch of time freedom, but that's not the case. I haven't taken a vacation where I haven't worked in 5 years.

What do you enjoy doing in your free time?My hobbies include family time (I have three kiddos), meditation, time in nature, listening to music, volunteering in my community, walking, lifting weights, paddleboarding, swimming, reading, and gratitude journaling.

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