A news broadcaster turned media aficionado, Carol has been driving force at Wendt for decades. Press books. Newspaper clippings. Faxed insertion orders. She’s seen it all—and can keep a conversation going in just about any room. Powered by caffeine and an impressive range of knowledge, Carol is one of the few people uniquely built for the ever-changing chaos of the media world. A media strategist by trade and curious mind by nature, we asked her to dig into the secret behind a great media strategy and where she thinks the media landscape is heading next. Spoiler alert: we may all have to wait and see.
In honor of Carol, grab a cup of coffee (or four) and step into the mind of our media strategist.
Who is Carol?
Carol is a coffee and music afficionado who walks through the door every morning ready to give my best to Wendt, my co-workers, and our clients. Whether I am researching target audiences, working with a media partner on a placement, or brainstorming with the Communications team, I like being part of the conversation.
What does a day in the life of a media strategist look like?
Constant change 😊. The media landscape is shifting all the time and all of us on the Wendt Team need to shift with it so, the first rule is to always be flexible and open to learning new things. The everyday big picture involves data analysis, market research, strategic planning, tactic-specific placement, and coordination with a variety of media parters—and oh so many Teams calls!
You've been in communications for a long time. Where did that passion begin?
I’ve always loved stories and finding connections, so when I left the broadcast news world, marketing and communications was a natural and intriguing field to move into. I started out thinking I would get a taste for a year or two and...here we are 30 years later. It just fits for me.
What do you think separates a good media strategy from a great one?
A clear understanding of client goals and what they really mean. A good strategy targets a broad or basic audience, reaches them with some level of frequency, and has a level of trackability. That’s good. But a great media strategy starts by integrating client data—diving into the behaviors and psychographics of the target audience(s), uses customized content for different tactics/audiences, is agile enough to optimize in real time based on the behavior of the target audience, tracks custom conversions and ROAS, and builds real connection between the business and its audience. Lastly, it pulls all that apart to do it better next time. Greatness isn’t content with basics; it’s always striving for more.
You’ve watched the media landscape evolve significantly. Any guesses on where it’s headed next?
Bwhahahahahaha—not a single clue! And that’s the great part. Someone, somewhere, right now, is planting the seeds of the next big thing. I cannot wait to see what it is and how it makes our work better!
What brings you the most joy about working at Wendt?
The coffee, my Wendt music day (never underestimate the power of a good playlist), my co-workers, and, of course, the many dogs who grace us with their presence. No day with a dog in it can be a bad day!
Bonus Question: You have to pick one scenic walk here in Great Falls. Where are you heading?
The River’s Edge Trail by Rainbow Dam. It’s a great walk that features the Missouri River, Rainbow Falls, miles of rolling prairie, and a big blue sky!
