Alright – so today we’ve got the honor of introducing you to Maria Fitzgerald. We think you’ll enjoy our conversation, we’ve shared it below.
Maria, thanks for joining us, excited to have you contributing your stories and insights. Alright – so having the idea is one thing, but going from idea to execution is where countless people drop the ball. Can you talk to us about your journey from idea to execution?
I started my first business at 21. After graduating college and becoming a physical therapist assistant, I quickly realized how many people in outpatient therapy lacked basic knowledge about self-care, an essential foundation for reducing pain, inflammation, and improving overall well-being.
As a naturally creative person, I had an idea to create a wellness journal, a “coach in your pocket,” focused on five key areas of self-care: daily movement, nutrition, hydration, gratitude, and intention (both physical and mental). In March 2019, I launched One Ray Journal, which grew to include five collections (wellness, goal, fitness, grounding, and goodnight journals) featuring vibrant covers, as well as grounding card decks with intention and gratitude affirmations. Customers often found these cards eerily aligned with their current life challenges, adding a personal touch to their self-care practices.
To complement the products, I hosted workshops that combined mindfulness education, nutritious snacks, and meaningful community connections. This led to appearances on Fox 8 New Day Cleveland, where I shared simple self-care tips. Meanwhile, I expanded my reach with a weekly podcast, a community newsletter, and consistent appearances at vendor markets. I even created custom journals for local businesses like personal trainers, chiropractic clinics, and schools- all while navigating life milestones, such as getting engaged, buying my first home, and planning my wedding.
Although I loved the work, I realized that running a product-based business came with significant challenges, from managing inventory to scaling operations. Over time, I felt my passion for the venture waning and decided to reassess how I could channel my energy into something more aligned with my evolving goals.
A friend suggested I explore virtual assisting, which offered the flexibility I needed during a busy season of life. I began experimenting with social media support: creating graphics, managing posts, coordinating content shoots, and developing branding strategies. Drawing from the skills I’d developed growing One Ray, I started helping entrepreneurial friends with their marketing efforts.
Fast forward to today, and I now run a thriving business offering full-service social media management, white-label content for well-known brands, and 1:1 consulting for freelancers looking to elevate their marketing. From content shoots to email newsletters and branding, I help entrepreneurs create a cohesive “vibe” that resonates with their audiences.
Maria, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?
I got into social media because I love combining strategy with creativity to tell compelling stories. My goal is to help businesses clearly communicate their message to their audience in a way that’s both engaging and authentic. I work with entrepreneurs to refine their branding, set clear goals, and build systems that make posting manageable and consistent. Many of my clients are passionate and full of ideas but struggle with where to start or how to execute them from start to finish. That’s where I come in- we use a batch-style workflow, including content shoots, caption writing, and scheduling, to streamline the process and create more focus and efficiency.
What sets me apart is my hands-on approach and dedication to truly understanding my clients as individuals, not just business owners. By building a personal connection, I can spot blind spots, anticipate their needs (sometimes before they do), and ensure clear, consistent communication. I’m in their inboxes regularly, sometimes daily, because things move quickly in the world of marketing!
I take pride not only in the results but also in the process. My clients are often surprised at how much fun we have planning, shooting, editing, and posting content. Creating content alone can feel exhausting, but when we approach it with energy and creativity, it becomes fun to make- and that fun translates to the audience. Content that feels authentic and lighthearted resonates more deeply, especially when business owners loosen up and stop taking themselves so seriously on camera.
I want my community to know that while my clients are incredible at what they do, the most effective marketing isn’t about selling, it’s about making people feel something. Whether it’s a laugh, a smile, or a sense of connection, good marketing is all about building relationships. Many entrepreneurs focus on being the star of their content, which has its place, but the real magic happens when we shift the focus to how the audience feels.
Think about it, most people scroll through their feeds to escape a long day, pass time in a waiting room, or find a moment of joy. If we can create content that brightens someone’s day or leaves them feeling understood, we’ve done our job. Do this consistently, and we’ll not only connect but also convert those moments into lasting relationships, and maybe even new customers.
Do you think there is something that non-creatives might struggle to understand about your journey as a creative? Maybe you can shed some light?
Real life… the kind that’s messy, inconvenient, and unpredictable, holds the best ingredients for practicing gratitude and fueling creativity. It’s in moments like staying up late to console a grieving friend, visiting an elderly loved one on your day off instead of relaxing at home, getting your oil changed, or waiting for a client who’s 20 minutes late. These experiences, though seemingly mundane or frustrating, offer the raw material to create meaningful art.
Most of us thrive on routine and wish every day could be the same, filled with the comforting rituals we cherish. For me, those are my morning coffee as I start work, a small piece of chocolate after lunch, the post-cardio endorphin rush, and unwinding with a new episode of Suits after a long day.
But those perfectly calm days are rare. More often, life throws us off course. Instead of pouting or muttering under our breath, these disruptions can be a gentle nudge from the universe to be present and recognize how fortunate we are. Gratitude for the small, calm moments shifts our perspective. And from this shift comes the inspiration to create art (or, in my case, content) that encourages others to see the world differently and broaden their own view.
What do you think helped you build your reputation within your market?
I’ve always made it a priority to go above and beyond for my clients. I view our relationship as an honor. The fact that they trust me to help shape or share the narrative of their business, their heart and soul, with the world is not something I take lightly.
Since starting my career, I’ve only worked with small businesses. That experience has shaped my mindset: I’ve never seen any task as being “beneath me.” Whether it’s bringing pastries from a local bakery to a meeting with a potential client, paying to attend a book signing or event hosted by someone I wanted to connect with (even if it took years to build that relationship before making an ask), or designing a new physical therapy note template for an electronic medical records system, I’ve always believed that going the extra mile is never difficult and always appreciated.
You’d be surprised how many people overlook the impact of small gestures or think they’re above certain tasks. But those efforts, no matter how minor they may seem, make all the difference in building trust and fostering meaningful connections.
Contact Info:
- Website: https://fitzsocialsolutions.com
- Instagram: @fitzsocialsolutions
