We caught up with the brilliant and insightful Tracy Southers-Parker a few weeks ago and have shared our conversation below.

Tracy, looking forward to hearing all of your stories today. Has Covid resulted in any major changes to your business model?

The COVID pandemic changed my business in two ways: 1. Prior to the pandemic, I was teaching in-person marketing workshops as a business development tool. I transformed them into online workshops and recorded webinars. I also packaged my signature course, How To Create a Kick Butt Marketing Plan, into an online course that is a new revenue stream for my business.

2. During the pandemic, I was forced to modify my services and come up with new solutions for clients. For example, in lieu of an in-person event for the completion of a model home, we filmed a video with the builder giving a tour. For a restaurant client that was closed to the public for several months, they continued to provide meals for a local non-profit that delivered them to homebound seniors; we used this for social media, email marketing and media opportunity.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

I believe everyone has a special gift and I’m fortunate to have discovered mine at a young age. It was during a creative writing class in junior high school that I realized I was very good at putting thoughts on paper and constructing stories. At that point, I knew writing would be part of my future. During high school, I relished writing term papers and compared assembling pieces of information like putting together a puzzle. Entering college, I had no hesitation declaring my major in journalism with a concentration in public relations, which allows me to write creatively and inspire people to action.

After graduating, I held several corporate positions in marketing/PR and opened my own agency in 2008. I jokingly tell people I’m one of those rare individuals who has a career in my field of study. During the past 28 years, writing has remained my greatest professional strength and although there have been twists and turns, it’s a path I’ve never left. I’m grateful to have always known what I wanted to do as some people never figure this out.

After working in corporate marketing/PR departments for 15 years, I was ready to take the leap, but not certain I was cut out to be an entrepreneur. It turns out I am! I’ve learned two important lessons along the way: 1. The importance of outsourcing tasks and delegating projects to others. The saying is true: If you want to grow, you must work ON the business and not IN the business. 2. Business is cyclical and when things slow down, don’t freak out! I’ve learned to use the time to work on my own marketing, a big project…or take a few days off.

WordPlay helps clients share their stories in person, in print and online through media outreach, content marketing, community relations, social media management and creative services. WordPlay specializes in showing business owners how-to develop a marketing plan as this is the most important marketing tool every business needs.

Clients hire me not only for my rolodex, but also for my 30 years of experience, ability to see the big picture and not overlook the details. I’m very proud of the WordPlay team and grateful to have a diverse portfolio of local businesses and organizations to call clients.

WordPlay is a certified Women’s Business Enterprise (WBE) through Women’s Business Council Southwest and a Texas Historically Underutilized Business (HUB).

If you have multiple revenue streams in your business, would you mind opening up about what those streams are and how they fit together?

In addition to WordPlay clients, I have developed new revenue streams through teaching marketing workshops and launching an online course: How To Create a Kick Butt Marketing Plan.

Can you tell us about what’s worked well for you in terms of growing your clientele?

Just like I tell my clients not to rely on one marketing strategy to generate all their revenue, I have intentionally diversified my efforts to build my agency: 1. Serving as a board member for organizations and volunteering my time and expertise for fundraising events.
2. Joining organizations such as local chambers of commerce, trade associations and women’s business organizations.
3. Positioning myself as a marketing expert and giving away free content through email and videos.
4. Hosting marketing workshops.
5. Being a guest speaker at luncheons, conferences and networking events.

Contact Info:

• Website: www.wordplaytexas.com
• Facebook: http://facebook.com/wordplayllc
• Linkedin: https://www.linkedin.com/company/wordplay-inc./
• Youtube: https://www.youtube.com/channel/UCdeVMYxEy0gtNsQgxuf1avg