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Meet Sabrina Canario of Canario Communications

Today we’d like to introduce you to Sabrina Canario.

Hi Sabrina, can you start by introducing yourself? We’d love to learn more about how you got to where you are today?
I started Canario Communications in 2020 when the pandemic hit. As COVID-19 spread throughout California, it was a month before graduation. I was a student at Pepperdine University majoring in Public Relations and minoring in French studies. At the time of my last semester in school, I was in 19 credits, working an internship at Goop, and had 1 free day a week that I could work a second job. Nicolas Eatery, a French small family-run business, opened in Malibu. I walked into Nicolas Eatery and made Nicolas [owner of Nicolas Eatery] a proposition – Nicolas became my first client. He was new to Malibu, I was new to the world of Marketing and PR. Nicolas Eatery and I grew together. The trust Nicolas had in me, and the opportunity he gave me, really changed my life.

As COVID began to shut down the country, I packed up my bags, left Malibu, and returned home to New Jersey. During that time, I continued to work with Nicolas virtually in representing Nicolas Eatery through social media and email marketing. After the school year ended, I had to find a way to make it back to Los Angeles. Nicolas connected me with a spa in Malibu called CURE. Between CURE and Nicolas, I worked 2 part-time jobs to be able to make the move back to Los Angeles.

I balanced the two jobs until the pandemic worsened in Los Angeles, and Nicolas had to shut down again. Nicolas Eatery, like many other restaurants, struggled to stay open and nearly lost the entire business. Seeing the challenge these small businesses endured within a community that was once so different only a few months back was truly heartbreaking. I took notice that these business owners had no means of paying agencies, but needed a way to communicate online to operate their businesses.

I spoke with Diamond of Diamond’s Malibu Gym, Curt from Bungalow Ltd, and Dr. Marc Bittan from Malibu Holistic Healthcare, and before I knew it I had clients and had found my life’s work. I began to help out these struggling business owners and offered services at a low price during the pandemic. I wanted the community I loved so much to return to some sort of normalcy and that would not happen without these businesses surviving. Soon after that, business came fast. I had big corporations requesting to work with me, business owners in New York City wanted to work together, and I had a client in Hawaii inquiring about services as well.

I remained the Marketing and PR representative for my small business clients and had the opportunity to expand my business with new clients. This expansion gave me the ability to leave my day-time job at CURE and pursue Canario Communications full-time.

It was sink or swim – I taught myself everything by saying ‘yes’ to everyone. Working in such high demand became a normal practice for me, I couldn’t imagine spending my time doing anything else. I am thankful to be able to hire a team this year, that can support me in my day-to-day tasks. I have a Marketing Coordinator and a Graphic Designer working for Canario Communications. I have been working with many clients for a few years now, and have a waitlist to speak with new inquiries. With my client’s success stories, I was able to do my part in the Los Angeles community and support our local businesses! I am so fortunate to be where I am today and look forward to further serving the community in the near future.

Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
My goal was never to create a full-scale Digital Marketing and Public Relations agency, my goal was to help small business owners. In doing so, I was able to create something larger than myself and one client. Part of the attributes of my success is the old mindset of representing your family name in all aspects of your life. This idea was taught to me at a young age by my grandfather. I have learned to push myself to perform to my highest ability in everything I do, and to find my own level of perfection and acceptance.

When I first started Canario Communications, everyone told me to not quit my job. That was challenging, to hear the opinions of those who I held in the highest regard advise me to take caution in the leap I was to be making in my life. However, after operating the company for two years, it was the best decision I could make for myself and my career. There are day-to-day challenges like any job. I think as young entrepreneurs, one of our biggest challenges in the work field is to find a career that feeds your interests, fulfills your aspirations, and serves your ethics. I always found this to be a challenge until I started working for myself.

We’ve been impressed with Canario Communications, but for folks who might not be as familiar, what can you share with them about what you do and what sets you apart from others?
Canario Communications markets each client by individualizing their public profile and catering to each brand’s unique marketing needs, working as a true extension of the client. We treat each client with concierge service, responding to their every need and request every day of the week. As an agency, we strive to make every client feel as though we are their in-house marketing team. Canario Communications’ philosophy is built-in creativity and customization for each business. The agency uses data analytics and trend research to customize the strategy from month to month, day-to-day. We offer services like website development, ad management, graphic design including 3D illustrations and Spatial design, podcast editing, film editing, social media management, content creation, e-campaigns, e-commerce management, filming, photography, collaborations, copywriting, branding, and more! We are able to offer every digital service available to any client. When we work with a client, we really cater to their needs and create full-scale digital marketing and public relations experiences offering all services needed. As a business owner, I operate the business very personally. My clients and I are in constant communication throughout the day. Building relationships like a public relations professional really sets us apart from other marketing agencies, because we are able to provide the best service and communication making every client feel as though they are the only client, and always a priority.

Where we are in life is often partly because of others. Who/what else deserves credit for how your story turned out?
Nicolas of Nicolas Eatery was my first client. He allowed me to make mistakes, ask questions, and use his business as my real-world testing model. That gave me a huge opportunity. If I hadn’t been working with Nicolas before graduation, I would most likely not be in Los Angeles as Canario Communications.

Most recently I hired two team members. Molli Morris is my Marketing Coordinator. She is responsible for organizing my calendar, keeping the team in the loop for client requests, organizing the workload, and assisting me with clients and strategies. Molli specializes in video and audio editing, she is creative and has been very helpful with managing our client’s podcasts and video content. Anne Nowell is the Graphic Designer for Canario Communications and she specializes in Adobe Suite, 3D renderings, and spatial design. Anne has been a great asset because she can perfect every graphic the company designs, and provide specialty services including illustrations, branding, and logos.

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Image Credits
Tyler Weyman

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