Exploring Life & Business with Samantha Markey of More Than Serendipity Visual Marketing

Today we’d like to introduce you to Samantha Markey.

Hi Samantha, so excited to have you with us today. What can you tell us about your story?
My story really starts with the loss of my mom. She passed away at just 39 years old, and one of the things that stuck with me most was how few photos we had of her none that felt “wall-worthy.” She hated being in front of the camera, and after she was gone, I felt this deep ache about not having those visual memories.

As a kid, one of my all-time favorite gifts was a talking Polaroid camera. I’ve loved photography for as long as I can remember. Years later, my husband gifted me a digital camera because he knew how much I loved capturing moments, and that’s when I felt like I finally found a way to honor my mom’s memory. In 2010, I launched a family photography business focused on creating fun, affordable sessions for local families. It wasn’t a big money-maker, but it filled my cup in the best way and gave me a sense of purpose like I was righting an injustice I had felt in my own little world.

Fast forward to moving to Colorado—I was still doing photography on the side while building a career in the hotel industry. I was ready for a change of pace, looking for a role that offered more balance, and transitioned into a sales position. That move gave me the opportunity to start networking locally, and something unexpected happened. I began leaning into brand photography. The idea of helping small businesses become more visible online and being a small part of their success story—lit me up.

The more I connected with entrepreneurs, the more I realized how overwhelmed they felt trying to market themselves online. That’s when everything came full circle. These small business owners didn’t just need a great headshot—they needed real support in showing up. Social media felt like another full-time job. So I started teaching them how to use their photos and tools like Canva—to tell their story and grow their visibility in simple, doable ways.

That’s when my hotel career experience suddenly made perfect sense to me and the journey I was on.

Back in 2008, I was a VP of Operations for a forward-thinking hotel group. We were early adopters of social media, long before most businesses saw its value. Part of my job was helping our General Managers—most of whom were twice my age and very skeptical—learn how to use platforms like Facebook to promote their properties. So basically, I’d been teaching social media to people who didn’t understand it (or really want to) for years. And it turned out, I was good at it. I’ve always loved simplifying things, creating systems, and teaching others. In fact, that was the one thing I missed most when I moved from operations into sales.

And now, here I was again watching history repeat itself. These amazing women I was working with didn’t just need strategy; they needed a safe space to learn, grow, and be supported as they marketed their businesses.

And I loved it. Teaching, empowering, and helping others build strategic, sustainable marketing habits lit me up. That’s how Plandipity Doers was born. I had been toying with the idea of a low-cost membership—something that offered tools, access to me, and a dose of creative inspiration—but I wasn’t sure how it all fit together for me and my WHY.

Then it hit me: this work, this mission, was how I could honor my mom’s memory and bring her dream to life. She once shared her vision of opening a space where creative women could sell their crafts all year round not just at seasonal events. A place that gave them the tools, support, and community they needed to thrive doing what they loved.

Today, the Plandipity Doers Membership is exactly that, a resource-rich, supportive space for women entrepreneurs who are DIY-ing their marketing. It’s where they find clarity, confidence, and connection, while learning how to show up consistently and joyfully online.

We all face challenges, but looking back would you describe it as a relatively smooth road?
Has it been a smooth road? I mean… is it ever? Honestly, I don’t think growth comes without a few bumps. Challenges are how we learn they push us, stretch us, and often redirect us in the best ways.

One of the first big ones came just as I was starting to build the foundation for Plandipity Doers. I had big plans, and then… COVID hit. Everything shut down. I was laid off from my hotel job, and while that was a huge uncertainty, it also became a catalyst. It gave me the time and space to really focus on building. And interestingly enough, it also created a sudden need for what I was offering people who had once avoided social media now had to learn how to show up online. I was there for that shift, and it shaped the direction of the business in a big way.

But like most entrepreneurs, I’ve faced my fair share of financial and personal challenges along the way. One of the biggest? I’m incredibly invested in the Plandipity Doers membership. I believe in it with my whole heart. And sometimes, that passion actually makes it harder for me to sell it which is kind of important, right? Because if people don’t know it exists, they can’t benefit from it.

That’s been a major area of growth for me. I’ve been working with an amazing coach, Connie Kercher, to overcome some of those mindset blocks and gain more clarity around how I present and position my business. It’s been a game changer. Having someone reflect your value back to you and help fine-tune your strategy? That’s gold.

So no, the road hasn’t been smooth but it’s been full of lessons I’m grateful for. Every obstacle has helped me build something stronger and more aligned.

Great, so let’s talk business. Can you tell our readers more about what you do and what you think sets you apart from others?
My business is called More Than Serendipity Visual Marketing—because I believe your success should be more than just a happy accident. The name comes from the idea that yes, magical things can happen by chance (serendipity!), but intentional planning is where the real magic lives. That’s where Plandipity comes in—a playful take on “plan” (because it’s necessary) and “dipity” (because if we’re not having fun, what’s the point?).

Under the More Than Serendipity brand, I offer brand photography, social media marketing services, and the Plandipity Doers Membership—along with workshops, courses, and training events like the Effortless Content System.

What ties everything together is my “no fluff, no pressure, just results” approach to content. I help women simplify their marketing so they can show up with confidence and consistency—and then get back to doing what they love. No, you don’t have to go viral, dance on reels, or have thousands of followers to build visibility and connect with your audience. You just need the right tools, a plan, and support that meets you where you are.

What sets me apart is the blend of visual storytelling + strategic systems + real-talk coaching. I’m not here to sell trends—I’m here to help you get it done, in a way that feels sustainable, smart, and true to you. Whether I’m capturing your brand through photos or helping you map out a month of content in a single afternoon, my mission is the same: make marketing doable and effective for women running their own businesses.

The thing I’m most proud of? The Plandipity Doers community. It’s more than a membership—it’s a safe space for growth, creativity, and clarity. A place where women feel supported, not sold to. Where they can ask “silly” questions, get solid answers, and start showing up online with a whole lot more joy.

Because building your brand shouldn’t feel like guesswork—or something you’re constantly behind on. With the right support, it can be purposeful, powerful, and a little more fun.

Can you talk to us a bit about the role of luck?
I’ve always believed in the magic of serendipity those unexpected moments that change everything, but I also believe you have to be prepared and willing to act when those moments show up. So yes, I think luck has played a role in my journey but it’s the kind of luck you create through hard work, being open to opportunity, and following those gut nudges that say, “try this.”

Losing my mom at a young age didn’t feel like anything close to luck. But it became the emotional foundation of my business. It gave me a deep understanding of the why behind everything I do, helping women show up, be seen, and tell their stories while they still have the chance.

Getting laid off during COVID could’ve felt like bad luck too but it turned into a gift of time and space. It allowed me to fully lean into the idea of Plandipity Doers and create something that didn’t exist yet: a membership where women entrepreneurs could get simple, actionable support with social media, without the overwhelm.

So I guess I’d say luck has played a role but it usually shows up disguised as something difficult, and it’s what I choose to do with it that makes all the difference.

Because at the end of the day, success shouldn’t be a happy accident. That’s why I built More Than Serendipity—to help women stop waiting for the stars to align and start building brands they’re proud of, with clarity, confidence, and yes… a little bit of Plandipity.

Pricing:

• Plandipity Doer Membership $47 a month
• Social Media Marketing Services starting at $850 a month
• Photography Services Starting at $350

Contact Info:

• Website: https://www.morethanserendipity.com/
• Instagram: https://www.instagram.com/morethanserendipity/
• Facebook: https://www.facebook.com/morethanserendipitymarketing/
• Other: https://www.tiktok.com/@morethanserendipity