Tool Up Marketing is run by Jennifer de Peuter Chick, a researcher, writer, entrepreneur, and service-business operator based in Alberta.
The homepage gives the short version: a Master’s degree in Sociology, years of research and consulting work, website building, and real hands-on service business experience. This page gives the rest of the story.
Before Tool Up, Jennifer worked in social research and consulting. That work meant gathering information, asking better questions, sorting through messy material, and turning complex details into something people could actually use.
That background still shapes the work. A good website is not just design. It has to make sense of the business, organize the information, and help the right person understand what matters quickly.
Jennifer also spent years doing hands-on interior painting work and running a small service business. That experience matters because trades and service businesses are not abstract case studies. They are real businesses with customers to answer, jobs to finish, schedules to manage, and only so much time for marketing.
For a long time, referrals and word of mouth carried the work. But when location, market, or visibility changes, word of mouth does not always transfer. People still need to be able to find you, understand what you do, and feel confident enough to call.
Tool Up grew out of that gap: good businesses doing good work, but not always showing up clearly online.
The work is built around clear communication, trust, and the online pieces people check before they contact a business. That includes the website, Google Business Profile, reviews, service wording, photos, public profiles, and the basic details that help a customer decide whether to take the next step.
This is not meant to be a big-agency performance. It is meant to be clear, organized, and useful.
Tool Up starts by looking at where the business stands now. What is already online? What is missing? What is confusing? What would a customer need to see before calling?
From there, the work is staged around the right next step. Sometimes that is a custom website. Sometimes it is Google Business Profile work, better service pages, review support, fresh content, or practical marketing materials. The point is not to make the project bigger than it needs to be. The point is to make the business easier to find, easier to understand, and easier to contact.