Couresy Mannix Marketing
By Staff Writer
In 1996, as most businesses were only starting to consider websites, Sara Mannix was already asking how to get found online. The uncertainty of the digital world gave Mannix a unique chance.
Now in its 30th year, Mannix Marketing is known as one of the Capital Region’s top digital marketing firms. The company stands out by offering full-service digital marketing and owning popular regional media sites. This approach gives Mannix Marketing an edge and helps it stay relevant serving 1,500 clients and a staff of about 30 employees.
Sara Mannix built her foundation for entrepreneurship before the internet became widespread. She graduated summa cum laude from the University at Albany with a double major and spent two years studying in Spain and Italy.
After graduating, she moved to New York City and had to choose between two very different career paths.
“I had two job offers: to work in the stock market or at a fashion house as their marketing and PR person,” Mannix said. “Knowing I couldn’t work in the stock exchange upstate, I took the marketing job and fell in love with marketing.”
When she returned to the area, Mannix worked at West Mountain Ski Area and later at Fort William Henry Corp. in Lake George. It was during this time in the mid-1990s that she first discovered the internet.
“In 1995, the internet was just becoming a thing, and I worked with an agency to build my first website,” she said. “I asked them, ‘How do you get us found in the search engines AltaVista, Excite, and WebCrawler?’ They said, ‘Nobody knows how to do that; that’s up to you.’”
Mannix took the challenge seriously. Soon, Fort William Henry was showing up at or near the top of search results for terms like “Lake George hotels,” “Lake George motels,” and “Lake George lodging.”
“And people from other businesses started calling me and asking if I could help them get found as well,” she said. “That is how Mannix Marketing started.”
Starting an internet business in the mid-1990s was a big risk.
“When I told people I was leaving my job to start my own business on the internet, they told me it was a fad,” Mannix said. “They said I shouldn’t throw away a good career for something that may not exist in a few years.”
Even though people doubted her, she moved forward. That choice ended up shaping the company’s future.
Once the company was established, it grew beyond just serving clients and started building its own regional websites. These sites were first made to promote local destinations and share information, but they have since become popular platforms for both residents and visitors.
Mannix Marketing runs two main businesses. The agency side helps clients with search engine optimization, website development, and digital strategy. The company also owns a group of regional websites, including Saratoga.com, Albany.com, GlensFalls.com, CliftonPark.com, LakeGeorge.com, and Adirondack.net, that attract millions of visitors each year.
This model helps local businesses get better search visibility and appear on regional sites that reach targeted audiences. It also supports tourism in places like Saratoga Springs and Lake George, where finding information online is important for destination travel planning.
As technology changed, Mannix went from being hands-on to leading the company through different stages, including early search engines, mobile technology, social media, and now artificial intelligence.
Throughout all these changes, the company’s main focus has stayed the same.
“At the end of the day, it’s still about helping businesses get found,” Mannix said.
That idea, along with Mannix’s readiness to make bold moves in a new field, has shaped the company’s path. What started as an uncertain opportunity has become a business focused on both service and ownership, letting Mannix Marketing help clients and build its channels to reach people.
This approach offers lessons for more than just one company. Getting into a market early can give lasting advantages. Building assets, not just offering services, brings stability. Solving real customer problems helps businesses adjust as industries change.
Looking back, decisions made when the internet was still in its infancy continue to define Mannix Marketing’s position today. In an industry shaped by constant disruption, the company’s combination of early insight, adaptability, and ownership has enabled it to endure, shaping how the region is discovered online.
Reporting includes information provided by Mannix Marketing and interview responses from Sara Mannix.