MICHAEL PERNICE

How The Stoop Started

The Stoop launched in 2019 as a promotional platform and podcast for local athletes, businesses, creators, entrepreneurs, and organizations to increase their brand awareness in the Pittsburgh area.

The idea was simple. There were talented people doing incredible work in Pittsburgh and beyond who didn't have a platform or the marketing know-how to get noticed. The Stoop gave them one — a podcast, a social media presence, and a community. Over 48 episodes, The Stoop Podcast featured musicians, fitness professionals, nonprofit founders, filmmakers, dietitians, small business owners, and creatives from Pittsburgh, Cincinnati, Portland, Houston, and beyond.

The Stoop wasn't just a podcast — it was a movement. In August 2020, The Stoop organized the Legendz of The Stoop Virtual Benefit, a live-streamed charity event featuring local Pittsburgh comedians, musicians, artists, dancers, and a DJ. The event was produced in partnership with local businesses B-Sides Vintage and Follow The Trees Ride The Vibe, and raised over $1,000 for four Pittsburgh-area charities: One Hood, The Education Partnership, Beverley's Birthdays, and The Emma Munson Foundation.

That work — sitting down with creators, organizing community events, learning what local businesses and independent creators actually needed, and understanding the gap between talent and visibility — became the foundation for everything The Stoop is today.

What started as a microphone and a mission evolved into a full-service digital advertising and influencer marketing agency built at the intersection of culture, content, and commerce.

The Person Behind The Stoop

I built The Stoop because I saw a gap that nobody was filling.

Brands wanted influencer marketing but didn't know how to find the right influencers, manage campaigns, or measure what actually worked. Influencers and content creators wanted to turn their platforms into careers but had no one teaching them how to pitch, price, or negotiate. Both sides were figuring it out alone — and both sides were leaving money and opportunity on the table.

The Stoop exists to bridge that gap. We help brands scale through authentic influencer partnerships. We coach influencers to build sustainable businesses through our influencer coaching program. And we deliver the full spectrum of digital advertising services that make it all work — from paid media and organic social to content production and marketing automation.

Experience & Expertise

My path to founding a digital advertising and influencer marketing agency wasn't a straight line — it was built through years of doing the work across every corner of marketing, technology, education, and community building.

Education

• MBA & MS in Marketing Science — University of Pittsburgh, Joseph M. Katz Graduate School of Business (December 2024)
• BA in English, BS in Education, BS in Computer Systems Technology — Duquesne University (August 2021)

Industry Recognition

• Featured on WTAE Pittsburgh as an influencer marketing and TikTok expert
• Adjunct Professor and Course Developer, Point Park University
• President, American Marketing Association Pittsburgh Chapter
• Developing the first undergraduate minor in Influencer Marketing with Point Park University

Why a Collective — Not a Traditional Agency

Most digital advertising agencies hire generalists and stretch them across every account. The Stoop doesn't work that way.

We operate as a collective — a curated network of experienced account managers, specialized freelancers, and exclusive agency partners who each bring deep expertise in their discipline. When a brand works with The Stoop, they get a social media strategist who lives and breathes organic content, an influencer marketing specialist who has sourced and managed hundreds of influencer relationships, a videographer with professional cinema equipment, and a paid media buyer who optimizes campaigns daily — not one person trying to do all four.

Our partnerships with Responsival and Blink Advertising extend our capabilities into web development, SEO, and traditional media buying without adding overhead or diluting our focus.

It's the reason we can deliver 81 production assets for $4,000, generate 480K views for a local business on a $4 CPM, or raise $47,000 for a nonprofit at 87% below the industry cost-per-click benchmark. The collective model isn't a workaround. It's an advantage.

Industries We Serve

The Stoop specializes in digital advertising, influencer marketing, and content production for brands in lifestyle-driven verticals:

Pittsburgh Born and Built

The Stoop is headquartered in Pittsburgh, Pennsylvania. This city shaped everything about how we work — scrappy, direct, community-first, and built on real relationships rather than transactions.

The name itself says it all. A stoop is where neighbors sit down, talk things out, and figure things out together. That's how every client relationship, every influencer partnership, and every coaching session at The Stoop begins — with a real conversation about what you actually need, not a sales pitch about what we want to sell you.

Whether you're a Pittsburgh business looking to grow your digital presence, a national brand searching for an influencer marketing partner, or an influencer ready to turn your platform into a career, you've found the right stoop to sit on.

Frequently Asked Questions

What is The Stoop? +

The Stoop is a digital advertising and influencer marketing agency based in Pittsburgh, PA. We help brands scale through influencer partnerships, paid media campaigns, organic social management, content production, and marketing automation. We also offer 1-on-1 influencer coaching for influencers looking to build sustainable careers.

Who founded The Stoop? +

The Stoop was founded by Michael Pernice in 2019. Michael holds an MBA and MS in Marketing Science from the University of Pittsburgh's Katz Graduate School of Business, along with three undergraduate degrees from Duquesne University (English, Education, and Computer Systems Technology). He currently serves as Director of Strategic Growth and Operations, Adjunct Professor of Influencer Marketing at Point Park University, and President of the American Marketing Association Pittsburgh Chapter.

How did The Stoop start? +

The Stoop began in 2019 as a podcast and promotional platform for local athletes, businesses, creators, entrepreneurs, and organizations. Over 48 episodes, The Stoop featured creators from Pittsburgh and beyond. In August 2020, The Stoop organized the Legendz of The Stoop Virtual Benefit — a live-streamed charity event that raised over $1,000 for four Pittsburgh-area charities: One Hood, The Education Partnership, Beverley's Birthdays, and The Emma Munson Foundation.

Does The Stoop have a podcast? +

Yes. The Stoop Podcast features interviews with athletes, musicians, entrepreneurs, nonprofit founders, and creatives. Listen on Spotify. You can also watch the Virtual Benefit on YouTube.

Has Michael Pernice been featured in the media? +

Yes. Michael was featured on WTAE Pittsburgh as an influencer marketing expert, providing analysis on the TikTok ban's impact on content creators, small businesses, and the digital marketing industry.

How is The Stoop different from other agencies? +

The Stoop operates as a collective — a curated network of specialized freelancers, experienced account managers, and exclusive agency partners rather than a traditional agency of generalists. This model delivers specialized expertise at every level without big-agency overhead or pricing.