Launching a Purpose-Driven Agency and Mastering the Art of Public Engagement With Jennifer McPherson
- Jennifer McPherson
- Jan 6
- 3 min read
Jennifer McPherson is the President of Chickenango Marketing Solutions. The company specializes in public outreach and marketing for government agencies, and branding, design, and proposal writing for the AEC (Architecture, Engineering, and Construction) sector. Jennifer started her company at age 46 after gaining 27 years of experience in the AEC industry, and she is now launching Chickenango University, an educational program aimed at enhancing marketing and business development skills in the AEC space.
Here’s a glimpse of what you’ll learn:
[2:02] Jennifer McPherson shares how decades in AEC marketing inspired her creation of a new agency
[3:46] The quirky family origin behind the Chickenango name
[05:56] Eye-opening lessons hiring your first employee teaches
[07:53] How public engagement empowers and impacts entire communities
[09:44] Translating technical jargon into stories people understand
[12:07] Ways AI supercharges content and processes in marketing
[15:16] How masterminds and community accelerate business growth
[22:29] Why grit and never giving up fuels both life and business
In this episode…
Have you ever felt the pull to make a change, to break free from the grind of your current job and try something completely new? Many people dream of owning their own business, but the reality is that making that leap is far from easy. In fact, it often requires an overwhelming amount of courage and grit. What does it really take to launch a purpose-driven agency and find success in a competitive industry?
For Jennifer McPherson, the key to making this bold move was driven by both a personal desire for change and a bigger mission to make a real impact in the world of public engagement. She explains that her transition was spurred by burnout from long hours and high-stress deadlines. Yet, the decision wasn’t just about leaving her former career, it was about a deeper mission. She wanted to bring more meaning and community connection to the work, especially through public involvement in infrastructure projects that impact everyday lives. Jennifer recognizes that success isn’t just about providing services; it’s about deeply understanding the people and communities the projects affect. That’s where the heart of her company, Chickenango, lies — creating space for authentic conversations and collaboration.
In this episode of Own Your Next, Jennifer McPherson is interviewed by Chad Franzen of Rise25 to discuss the challenges of launching a purpose-driven agency and the importance of public engagement in AEC industries. Jennifer talks about her personal journey from the corporate grind to entrepreneurial freedom, how she tackles the complexities of translating technical jargon into human-centered communication, and the critical role AI plays in enhancing marketing processes.
Resources mentioned in this episode:
Quotable Moments
"It takes a lot of guts to step out and just do something, especially when others doubt you."
"It's not about just doing the work, it's about building a company where people enjoy coming to work."
"You really don’t know what you're doing until you start, and even then, you’re learning constantly."
"AI has made us incredibly more efficient. It’s not writing everything for you, it's streamlining processes."
"There are times when you think, wow, this would be so easy to just give up."
Action Steps
Embrace AI to streamline processes: Leveraging AI tools can significantly boost efficiency by organizing and accessing large volumes of data.
Prioritize public engagement in projects: Actively involving the community in the planning stages ensures that infrastructure projects meet real-world needs and concerns.
Focus on employee well-being: Creating a work environment where people feel cared for and valued is crucial for long-term success.
Invest in continuous learning and growth: Encouraging ongoing education and exploration of new tools helps adapt to changes in the industry.
Build a strong support system for entrepreneurs: Surrounding yourself with mentors and mastermind groups can provide invaluable guidance during business challenges.
Sponsor for this episode...
Chickenango helps brands connect with their communities through thoughtful, strategic communication.
Specializing in public engagement, branding, and messaging for sectors such as transportation, infrastructure, energy, and government, Chickenago turns complex projects into stories people can understand and care about.
With decades of industry experience, their team builds trust through authentic storytelling and genuine collaboration.
Discover how they’re making a difference at chickenango.com.