Good Grit Agency Qualifications
Industry Experience
Good Grit Agency has extensive experience in developing impactful branding and engagement strategies for both the tech industry and large-scale events, making us uniquely suited to support Sloss Tech’s goals.
Our work with the film industry summit, State of the Industry, exemplifies our ability to build a strong brand identity within the tech space, attract audiences, and foster long-term engagement. We also collaborated with Optix Technologies to create a cohesive suite of conference materials and presentations, bringing clarity and visual appeal to complex information. In the events sector, we have successfully partnered with large-scale festivals like Rock the South, Live on the Plains, Live At the Station, Georgia Rodeo and Auburn Rodeo—applying our expertise in branding, digital engagement, and on-site execution to drive attendance and build lasting connections with audiences.
Notable Clients & Projects
Our extensive experience across the tech industry and high-profile events allows Good Grit Agency to deliver innovative solutions and meet complex project goals. We bring a strategic approach to branding, engagement, and content creation that aligns with TechBirmingham’s ambitions for Sloss Tech, ensuring we deliver measurable results and lasting impact.
Live At the Station
We developed the brand identity for the Texas music festival, Live At the Station, from the ground up, with less than six months to ramp up to the event date. With strategic branding, targeted content, and social media engagement, Live At the Station sold out within a week of its first-year launch—demonstrating our ability to create powerful, resonant brands within tight timelines.
Optix Technologies
For Optix Technologies, we developed their brand identity, as well as a data collection pipeline and a structured customer journey to keep audiences engaged long after initial contact. This engagement framework allowed Optix to sustain client relationships and provide tailored follow-up, maximizing their reach and fostering brand loyalty even before their initial launch.
State of the Industry
We played a key role in shaping the brand identity for State of the Industry, transforming it into an event with significant engagement and growing interest. Our efforts included a data collection program, the development of on-site content, and a targeted marketing strategy that resulted in a “sold out” event. Our on-site content strategy has since been repurposed for marketing materials, enabling the free event to move toward scaling into a ticketed experience.
See Case Study below!
Key Team Members
Project Team
Find out more about each of our team members and the skills they bring to the table. Each team member manages and leads a team of 2 to 15 people—creatives, fellows, and interns.
Laura Quick
Founder, CEO & Lead Strategist
With 17 years in the marketing industry, Laura has extensive experience in tourism, hospitality, and destination marketing. As the founder of Good Grit Magazine and Good Grit Agency, she brings clients’ visions to life through impactful storytelling. Laura’s approach is rooted in truly hearing clients' goals and needs, ensuring that each story is matched with a strategic plan for maximum reach and engagement.
Shivani Zuppardo
Creative Director & Co-owner
Shivani has 14 years of experience in visual storytelling and branding. She has led top creative teams and collaborated with Grammy-winning artists and globally recognized brands. Known for her ability to translate clients’ visions into high-level creative executions, Shivani guides the creative team to produce on-time, in-budget work that exceeds client expectations.
Linda Stone
COO & Strategy
Linda brings over 30 years of expertise in organizational development and sustainable systems. She is an expert in people development and maximizing individual skill sets for collective impact. Solution-oriented and clarity-driven, Linda leads the team in collaboration that encourages a “raise the bar” mentality, benefiting both our team and our clients.
Sarah Margaret Shelton
Chief Relationship Officer
Sarah Margaret has 6 years of experience in the agency/media industry, specializing in account management and client care. She is dedicated to fostering strong client relationships and is always available for support. With her background in tourism and hospitality, Sarah Margaret ensures seamless client communication and manages expectations across all projects.
Team Structure for Effective Communication
For streamlined communication and project flow, our team operates with clear roles and reporting lines:
Client Communication
Sarah Margaret Shelton serves as the primary point of contact, ensuring all client needs are heard and understood.
Internal Coordination
Sarah Margaret communicates client updates to Haley Chambers, who disseminates project details and timelines to the team.
Creative Direction
Shivani Zuppardo leads all creative development, guiding the visual and branding components.
Content Direction
Ashley Locke oversees all written and social content, ensuring consistency and alignment with project goals.
Primary Contact Information
For direct communication regarding the project, please contact:
Sarah Margaret Shelton
Email: smshelton@goodgritagency.com
Phone: 706-499-1300
Our Work
Case Study
State of the Industry
A Film INdustry Summit at Trilith Studios
The Challenge
In the lead-up to State of the Industry 2024, the Good Grit Agency was tasked with planning, building, and executing an engaging, informative event for the film and entertainment industry. With a tight, four-month timeline, our objective was not only to create an impactful experience for attendees but also to lay the groundwork for future growth. The ultimate goal was to establish State of the Industry as a scalable, multi-day event capable of attracting a broader audience and generating ticketed revenue.
The Strategy
Our approach began with developing a cohesive brand identity that would resonate with industry professionals. We created branding, marketing assets, and a tone of voice that aligned with the event’s mission and vision. Working closely with the client, we constructed a schedule of events, activations, and speaker sessions that were relevant, diverse, and appealing to attendees. Digital ads, targeted social media content, and newsletters generated awareness and anticipation in the months leading up to the event.
To ensure an organized and seamless experience on-site, we designed all signage, scripts, and event materials, carefully considering each touchpoint of the attendee journey. Our team was present on the day of the event to manage the run-of-day, ensuring everything—from timing to content capture—went off without a hitch. We also collected data during the event, developed a post-event survey, and generated on-site video, photography, and social media content that would be repurposed for future promotions.
The Execution
Our services for State of the Industry covered every detail, from branding and website management to on-site operations and customer engagement. Our deliverables included:
Branding
A visually cohesive and professional brand identity that aligned with the event’s goals.
Copywriting & Marketing Assets
Informative and engaging digital ads, newsletters, and social media content to build awareness and drive attendance.
On-Site Materials
Signage, event scripts, and day-of materials ensured that attendees had a smooth experience.
Run of Day Management
Coordinated schedules and activations, allowing for a well-organized, enjoyable event.
Data Collection & Customer Journey Mapping
Developed strategies for capturing attendee information and creating a long-term customer journey to keep attendees engaged pre and post-event.
Photography, Video, & Social Media
Captured high-quality content on-site to use in future marketing materials, showcasing the event’s impact and appeal.
Merchandise & Post-Event Surveys
Created branded merchandise for attendees and gathered feedback through post-event surveys to improve future events.
Website Design
Social Media Graphics
Branded Collateral
Video production
the Results
Our work with State of the Industry helped the event reach capacity, generating strong interest from a long list of future attendees eager for next year. By establishing a solid brand identity, creating engaging pre-event marketing, and capturing valuable content on-site, we set a foundation for the event to scale into a larger, multi-day experience. The on-site video, photography, and social media content generated will be instrumental in promoting the event and building excitement for years to come.
Good Grit Agency’s comprehensive approach ensured that State of the Industry not only met its goals for this year but also positioned it for continued growth, transforming it into a must-attend event for the film and entertainment industry.
Want to see more?
Here are a few additional projects we'd love for you to check out...
"Good Grit doesn't shy away from our fast-paced and creative chaos; they embrace it. With a listening ear and an open mind, Good Grit has told our story. As an event promoter, our goal is to technically 'sell tickets,' but Good Grit has helped us create experiences."
Hollie Evans
Marketing Manager,
Peachtree Entertainment
"I have no hesitation referring the Good Grit team and actively promote their team as often as possible. They have been such a pleasure to work with and have been so impactful to the forward momentum of my current business ventures. I look forward to continuing our collaborations for as long as they are willing to work alongside me"
Corey Craig
Founder and CEO,
Optix Technologies
References
Optix Technologies
Corey Craig
Founder & CEO
corey@optixtechnologies.com
334-319-4150
State of the Industry
Abby McCollum
Marketing Manager at Trilith Studios
abby@trilithstudios.com
678-369-5950
Conclusion
Good Grit Agency is uniquely equipped to bring TechBirmingham’s vision for Sloss Tech to life. With our extensive experience in branding, event execution, and digital engagement, we’re prepared to craft an unforgettable event that not only captivates attendees but also expands Sloss Tech’s reach on a regional and national scale.
We understand the importance of fostering meaningful audience connections, developing a strong, consistent brand identity, and leveraging creative strategies to drive growth. Together, we can elevate Sloss Tech into a premier tech conference that resonates deeply within the industry, leaving a lasting impact on attendees and establishing it as a must-attend event. We’re excited about the opportunity to partner with you and look forward to making this vision a reality.
Should you have any questions, or if you need further information, please do not hesitate to contact:
Sarah Shelton
Chief Relationship Officer
Good Grit Agency
