Origin Story
Origin Story
Meet the Founders of Copper Fox Strategic Marketing. While Ava was a student at Southern Methodist University she and her mother Crystal started a small marketing company. Their cross generational perspectives and different backgrounds merged perfectly to grow the company into the vibrant agency it is today.
Q: Mothers and daughters don’t always work well together. What is your secret?
Ava – The age difference has become our super power. My mother brings a calm and steady hand. Our clients respond well to her patience and long game strategies. Her creativity has been honed to a precise degree. We are often working around the clock, so having harmony and humor is essential.
Crystal – Ava is a dynamo. She is so driven and goal oriented. She keeps us on track in every way. Our clients benefit from her youthful perspective and technology skills. She understands what drives today’s world. Our close relationship brings a shorthand communication to our business that saves time and allows more energy to flow to our work.
Q: What was the “ah ha” moment that sparked Copper Fox?
Ava – I spent my summer breaks from SMU interning at real estate firms along the 30A corridor of NW Florida. I absorbed an incredible amount of real estate knowledge and obtained my Texas and Florida real estate licenses. Along the way I fell in love with small town life and everything it has to offer. Local relationships began to bloom.
Crystal – Several years ago our family bought property along the Emerald Coast and started including it in all of our family traditions. While I was remodeling properties along 30A, Ava was developing relationships in the real estate world. What started as kindly assisting others in the office with “tech support” issues developed into stepping into their social media shoes. Organically becoming a full fledged marketing and PR company. SMU did a wonderful job preparing her for the world of public relations and marketing. Word spread about the progress she was able to provide and referrals came in fast. Since we were always together I started to help. Eventually we were interviewing team members to join us!
Q: What motivates you?
Ava -My neighborhood, community, competitive schools, college professors, fellow students, friends, Chi Omega sisters and work experience inspired me. My life’s development in such a high achieving and competitive atmosphere created a strong work ethic and tireless spirit. It is the key ingredient in the recipe to help our clients excel. My past environments of high expectations for excellence will propel our clients forward.
Crystal – Helping others is the compelling factor. I love meeting new people and learning about their hopes and goals. It is incredibly satisfying to watch the ball move down the field due directly to our roadmap and working in tandem with the clients. We are blessed that many of these people turn into our friends.
Q: Describe the work style of Copper Fox.
Ava – It is paramount to meet with the client, and hopefully their staff, to ascertain where they are coming from and where they want to be. Once we understand their goals and the level of involvement they wish to have in the process, we can formulate a strategy. Our hope is to stay in steady contact throughout the process but there are times when the business is so absorbed in the day to day operations they simply want us to take the reins and get it done. Understanding their work style and personality is key to good communication.
Crystal – The initial interview is so important. If the client can take some time in the beginning to allow us to delve into who they are and what motivates them we can create individualized plans to propel them forward and help them achieve their goals. It is also one of our favorite parts of the process. We consider what we do a bespoke service, so when we have a complete picture of their personalities, style and goals we can tailor our plans to theirs.
Q: How do you stay current?
Ava – There are the obvious things. Being immersed in social media for a variety of businesses brings daily lessons. That world moves fast. Understanding algorithms and being on top of trends is tremendously valuable in serving our clients. To be well rounded however, requires keeping the mind sharp in other ways. Personally, I revel in the research and development area. Going down the rabbit hole on all things related to that particular client’s business. It is fascinating to learn everything I can about an industry I was previously unaware of. From artists to realtors, plumbers to bakers and everything in between. I have a deep respect for those that work hard and try to make a difference. I become personally invested in their success.
Crystal – While we work hand in glove on most aspects, my role falls more into the content creation and sharing the client’s story. Staying true to their industry and goals. Keeping current on trends and what is happening in the world is a large part of our process. Being sensitive, respectful and staying on brand are areas we take great pride in. Sometimes coaxing the client to take a chance on something new while understanding and respecting their boundaries is where my age advantage comes in. Part of our ”to do” list each day consists of reading newspapers, magazines and blogs or listening to podcasts. We feel it is as essential as eating a nutritious meal. You have to consume fresh, relevant and helpful information each day to stay inspired and up to date.
Q: What sets you apart?
Ava – Growing up in an urban and highly competitive neighborhood surrounded by people who strive for excellence as though it’s a sport is a double edged sword. It’s given me an understanding of what much of the world expects and how to achieve it. Surviving and thriving in one of the largest cities in the country taught me the art of adaptability.
Crystal – My husband and I are proud of achieving the American dream by giving our children a very different life than we experienced. We are deeply in touch with the struggles that American families and fledgling businesses face.
Q: You live in Dallas and on the northwest Florida coast. What are your time management secrets?
Ava – Well we’re certainly familiar with airports! It might not work if we didn’t have offices set up in both states. We have comfortable and fully functioning workspaces in both locations. I consider it exciting and a bonus to inhabit such a variety of landscapes and energies.
Crystal – It is a blessing to call Dallas and Florida home. We have such affection for both! Keeping current in a large city and small coastal towns is an exercise that keeps us sharp and diverse. It expands our horizons and fosters creativity. Having a wider lens to view the world helps our clients in countless ways. Our established networks in both places are an enormous asset.
Q: What defines your firm’s philosophy?
Ava – Return phone calls and emails in an expedited manner. Do what you agreed to do in the time you agreed to do it and if that isn’t possible contact the other party before the deadline and explain the situation. We wish that didn’t need to be said but it does. Honor your promises and be kind. Even when that is not extended to you. Keep your head up and continue to work. Encourage those around you to take the high road and never be petty.
Crystal – Be optimistic but refrain from overpromising. Have respect for everyone’s time and intelligence. Don’t make anyone guess what is going on and never leave someone hanging. Honor your promises. Give the benefit of the doubt as there are so many nuances in life. Study all the angles, wait for the best moment and do the right thing.
