Photos by Viktor Budnik
In a digital age that moves at an ever-faster pace, many businesses need to move with it to remain successful. Which is where a marketing agency like Harper Lane Productions comes in. Begun by Lane Staniland in 2020, Harper Lane specializes in all aspects of digital marketing, from branding to website design and everything in between — or, in the words of Staniland herself, “how businesses look, feel and interact online.”
What truly sets Harper Lane apart is its willingness to evolve as tools, strategies and markets shift, and knowing when to pivot. Staniland and her team do that through consistent communication with their clients, and staying well versed in the industry.
Staniland took time to speak with Ventana Monthly about her first career in the culinary world, a penchant for problem solving, the value of visibility, the need for human connection and more.
Are you from Ventura County originally?
Ventura has been home for most of my life. My mother moved our family here after my father passed away to take a position as an elementary school principal. Being raised by an educator instilled in me a deep respect for leadership, adaptability, and service — placing the needs of others before your own and engaging with the community in a meaningful way. Those values have shaped not only who I am but also how I approach business: Prioritizing real relationships, clear communication and strategies that create lasting impact.
Where did you go to college, and what did you study?
Following my early passion for creativity and craftsmanship, I attended culinary school after high school. From there, I continued my education at CSU Channel Islands, where I studied psychology. While my path wasn’t traditional, it gave me a deep understanding of human behavior, problem-solving, and adaptability — skills that have been invaluable in the world of marketing and business.
Have you always worked in marketing?
I started my career in the catering and event planning industry — a fast-paced, ever-changing world that required quick thinking, creative problem-solving and the ability to deliver something truly memorable for clients. I thrived in that environment, but when I met my (now) husband, it became clear that the hospitality lifestyle wasn’t conducive to the family life I felt called to.
Stepping away from the kitchen, I transitioned into the natural and engineered stone industry while also managing administrative operations for my husband’s trucking business. That experience opened my eyes to the reality of business ownership: long hours, endless paperwork, unpredictable schedules and the kind of grit it takes to build something from the ground up.
It was during that time that an opportunity came my way to work as a marketing consultant for a nationwide agency, helping local businesses navigate the complexities of digital marketing. For the first time, everything in my career made sense — my experience in hospitality, my understanding of business operations and my ability to connect with people all came together in a way that allowed me to help businesses not only be seen but truly thrive. That was the moment I knew this was the path I was meant to take.
Why did you get interested in marketing?
My interest wasn’t just in marketing; it was in how marketing is done. While working at a larger agency, I gained valuable insight into how strategy was developed and implemented. For some businesses, the structured “Plan A, B or C” approach worked. But for many, it left gaps — failing to adapt to the changing needs of their industry, community or customers.
As the company grew, I saw a shift — quality was sacrificed for efficiency, and businesses were increasingly forced into one-size-fits-all solutions. More often than not, I found myself telling clients, “No, we don’t offer that” or “Yes, but your edits will take three weeks.” That wasn’t good enough. Businesses don’t fit into boxes, and their marketing shouldn’t either. I wanted to create something different — something built on strategy, adaptability and real relationships.
Before doing marketing professionally, how did you learn the skills key to success?
Marketing isn’t something you learn once — it’s something you continuously evolve with. When I started this business, I had the advantage of growing up in the digital age, which gave me an intuitive understanding of online trends, consumer behavior and how businesses needed to show up. But what I knew five years ago, when we opened, has completely transformed — and that’s the key to success in this industry.
My team and I are in constant training, certification programs and strategy sessions to stay ahead of the curve. What worked then isn’t what works now, and we refuse to rely on outdated tactics. As we’ve grown, we’ve also been intentional about hiring specialists, people who bring expertise in areas I didn’t, ensuring that every part of our marketing approach is backed by deep knowledge and adaptability. The learning never stops, and that’s exactly why we’re able to deliver strategies that actually work in today’s landscape.
One of the things you state on your website is that “We are not your average marketing agency.” How is Harper Lane different?
Harper Lane Productions isn’t just about setting a strategy — we’re about evolving it. What works at the start of a client relationship may not be what they need six months or a year down the road. That’s why we don’t just launch campaigns and walk away. We stage strategy, track performance and re-evaluate quarterly to ensure we’re always aligned with the next opportunity.
Success in marketing isn’t about sticking to a plan, it’s about knowing when to pivot. Consumer behavior shifts, industries evolve and new opportunities emerge. We pride ourselves on staying ahead of those changes so that our clients’ marketing isn’t just active — it’s effective.
How does the Harper Lane approach benefit clients?
Our clients benefit from a hands-on, results-driven approach, ongoing collaboration and marketing that actually works. At the end of the day, their success is our success, and we’re committed to delivering strategies that drive real, lasting growth.
Can you provide some examples of tasks or approaches Harper Lane uses that makes it a different kind of company from other marketing agencies?
What sets us apart is simple — we’re not just an outside agency checking boxes. We work as if we’re sitting in the back office, deeply involved in the day-to-day, making sure every interaction with your customers feels natural and fully aligned with your brand. The public should never question who’s behind your marketing because it should feel like it’s coming directly from you.
And we’re not just chasing the low-hanging fruit. We’re in forecasting meetings, planning for what’s next. We’re facilitating community outreach and charitable initiatives, helping businesses build real connections beyond sales. We’re looking at every single touchpoint, from the first time a potential customer hears your name to the experience of your most loyal clients.
Marketing isn’t just about visibility — it’s about reputation, longevity and making sure you’re positioned exactly where you need to be. That’s the difference.
How many employees do you have, and what roles do they play?
We are a team of five, each bringing a specific strength — account management, social content development, SEO and digital advertising, website design and operations — working together to create marketing that is both strategic and adaptable.
In addition to our core team, we’ve built a trusted network of local photographers and videographers who specialize in industry-specific visuals. A single creative style doesn’t work across every business, so we collaborate with specialists who understand the nuances of different industries. This ensures that whether it’s a polished corporate brand, a fast-paced retail environment or a lifestyle-focused business, the visuals align with the identity and messaging in a way that truly resonates.
What are some of the most common needs for your clients?
One of the biggest challenges businesses face isn’t just creating great content, it’s making sure the right people actually see it. Visibility is key, whether that’s ranking on the first page of search results, appearing in social feeds or being present where customers are making decisions. Many businesses don’t even realize their strategies are outdated, and that’s where we come in.
It’s easy to think, “We just need to be better at social media,” but often, that’s only part of the equation. We take the time to analyze search patterns, customer behavior, and industry trends to bridge the gap between what once worked and how consumers make decisions today. A client may come in thinking social media is their biggest weakness, but after a deep dive into their audience’s habits, we might find that SEO, email marketing or reputation management is where they’re truly missing opportunities. Social media then becomes the reinforcement — not the foundation.
What business owners think is the problem is usually just a fraction of what they’re actually missing. Our job is to uncover those gaps and build a strategy that makes every marketing effort work together for real, measurable growth.
How has the business of marketing changed since you’ve been doing it professionally?
We’re in one of the most exciting times in digital marketing. Eight years ago, when I first stepped into the industry, marketing was still heavily reliant on guesswork. Sure, we had analytics, but they weren’t nearly as sophisticated or accessible as they are today. Businesses would invest in strategies with no real way to measure success beyond general trends or gut feelings.
Now, we have the ability to track nearly every touchpoint of a customer’s journey — where they came from, how they engage with content and what ultimately drives them to convert. The challenge isn’t just running a campaign anymore; it’s knowing how to interpret the data, pivot in real-time and create highly targeted, strategic marketing that speaks to the right audience at the right time.
What hasn’t changed is the need for human connection in marketing. Technology is powerful, but businesses still thrive on relationships. The brands that succeed are the ones that don’t just chase trends, but use these new tools to build authentic connections and long-term trust with their audience.
Any thoughts on future trends or upcoming changes?
Marketing is evolving faster than ever, and the biggest shift we’re seeing isn’t just about new tools — it’s about how businesses will need to adapt to a more personalized, data-driven and consumer-first approach.
One major trend is the continued rise of AI-driven marketing, but not in the way many people think. AI isn’t replacing strategy, it’s enhancing it. Businesses that know how to use AI for efficiency — like automating tasks, refining targeting or personalizing customer interactions — will have a huge advantage. But it’s those that balance AI with authentic, human-driven messaging that will truly stand out.
Another shift is in how brands build trust and visibility. Consumers are becoming more skeptical of traditional ads and polished branding. They want real experiences, real reviews and real community engagement before making decisions. That means businesses will need to invest more in things like reputation management, user-generated content and strategic partnerships — not just one-off campaigns.
Search behavior is also changing. As voice search and AI-powered search evolve, businesses can’t rely on outdated SEO tactics. Content will need to be more conversational, more informative and more interactive to stay relevant.
At the core of all these changes, the businesses that succeed won’t just be the ones that chase trends — they’ll be the ones that adapt, stay agile and focus on building meaningful connections with their audience.
Tell us about some of your more challenging projects, and how you addressed them.
Challenges push us to grow, and nothing proved that more than COVID. Businesses faced constant uncertainty, and we had to ensure they didn’t just survive but adapted for long-term success.
Because we integrate so deeply with our clients, we had to find ways to maintain that seamless partnership despite being remote. We restructured communication, strengthened real-time reporting and adjusted strategies to ensure businesses still felt fully supported — even from a distance.
That shift reshaped how we work. Today, we serve clients locally and nationwide, providing the same in-depth involvement and strategic support as if we were right there in their back office. This experience reinforced what we’ve always believed — marketing isn’t just about visibility, it’s about connection. And whether our clients are down the street or across the country, that commitment never changes.
What challenges do you face in the marketing industry?
One of the biggest challenges in this industry is the rise of misinformation about what marketing actually is. Too many “courses” and quick-start programs promise that with the right software, anyone can run a marketing agency. On top of that, professionals from related fields — whether it’s graphic design, print or even photography — are pivoting into digital marketing without truly understanding the complexities of strategy, analytics and long-term brand positioning.
Marketing isn’t just about posting on social media or designing something visually appealing. Just because someone owns an iPhone doesn’t mean they’re a social media expert, and just because they’ve worked in a creative field doesn’t mean they understand the full scope of digital marketing. Effective marketing requires strategy, adaptability and a deep understanding of consumer behavior — not just tools.
Because of this, many business owners come to us with skepticism, saying, “We’ve tried marketing before, and it didn’t work.” The reality is, they’ve often been sold a service, not a strategy. Our job is to break through that frustration, rebuild trust, and show them what marketing looks like when it’s done with purpose, experience and a real commitment to their success.
What makes this work rewarding?
Wins are great, but the real reward, the kind that sticks with you, is watching growth happen in real-time. It’s seeing a business go from struggling to thriving, expanding operations, hiring more people, and creating new opportunities. It’s knowing that the work we do isn’t just about marketing; it’s about helping business owners build something sustainable, something that supports their families, their teams and their communities.
I tell every business owner we work with that my goal is to help them reach both their personal and professional milestones. And that’s no different for the people on my team. Watching them grow, refine their skills, take ownership of their work and build careers they’re proud of is just as fulfilling. The impact we make goes beyond metrics and campaigns — it’s about giving people the tools, the confidence and the support to keep moving forward.
Do you have any “dream” projects you’d like to work on?
This is the dream project. Building this business wasn’t just about success — it was about building a life. Because we’ve pushed so hard and built this team, I get to take my daughter to her activities, volunteer in her classroom, and still be fully present for my husband and son. I get to be there for the little moments — the ones that matter most.
That’s why I believe so deeply in what we do. Marketing isn’t just about business growth — it’s about creating freedom and opportunity. It’s about helping other business owners build something sustainable so they, too, can step away from the daily chaos and be present for the people they love.
At the end of the day, we grind, we build, and we push forward — not just for success, but for the life that success allows us to live.
What’s next for Harper Lane Productions? Where do you see your business going in the next two to five years? Ten years or more?
God willing, we continue on a path of steady, intentional growth. We’re not trying to be everything to everyone, and we will never sacrifice quality for the sake of scaling. Keeping the right client-to-team ratio is everything; our ability to truly integrate with the businesses we serve depends on it.
Our foundation is solid, and now it’s time to grow. Over the next two to five years, we’re expanding — bringing in the right people, the right clients and the right opportunities while staying true to what makes us different. Part of that growth includes investing in the next generation of marketing professionals, which is why we’ve recently partnered with Ventura College to welcome summer interns. This collaboration allows us to mentor young talent while strengthening our commitment to the local business community.
Long term, 10 years or more down the road, I hope what we’ve built stands as proof that success isn’t just about getting bigger — it’s about growing with purpose, maintaining integrity and continuing to serve businesses in the way they deserve.
Harper Lane Productions
4171 Market Street, Suite C5, Ventura
805.393.7479
harperlaneproductions.com
