Thursday , March 06, 2014 - 12:52 PM
OGDEN — After a week of sitting in meetings and getting to know the staff, Karla Woodward is settling into her new position as the Standard-Examiner’s new marketing director.
The newspaper has gone without a marketing director for several years since Craig Bielik left to work for Ogden Regional Medical Center to be its communications director.
Beginning last Monday, the company tasked Woodward with growing the Standard-Examiner brand in the community.
It is no secret that the media industry has undergone many changes, but Woodward is working to move the Standard-Examiner forward.
Part of Woodward’s job is to figure out the best way to reach readers and the community-at-large.
“When I first started, it was all about radio, TV and print,” Woodward said. “Now readers have so much access to so much information.”
Helping Woodward is a department that has grown recently from just two to five other employees.
The marketing team will be responsible for growing the newspaper’s audiences across all platforms, helping in the creation of all new products, organizing events and managing the Standard-Examiner brand, said Charles Horton, publisher.
“We’ll take a look at everything we have,” Horton said. “We’ll look at opportunities to fill niches that need to be filled and improve what we already have.”
Woodward’s efforts will help the paper grow, as well as connect with the community and consumers.
“We’re dedicated to growing our readership, and a marketing director is a great way of doing that,” Horton said.
However, the publisher said how Woodward accomplishes the goal will be up to her.
Woodward draws on a diverse background in marketing and brings skills that go beyond the newspaper industry.
Before coming to the Standard-Examiner, Woodward was the area marketing manager for Cricket Communications.
The Kansas native also worked as director of national marketing for General Growth Properties, marketing manager of Newgate Mall and as marketing director of the Ogden/Weber Chamber of Commerce.
Along with her work in business, Woodward has also been a board member and state conference chairwoman for the Utah Head Start Association.
All of her connections and experiences will come in handy as she works on community events and volunteering opportunities.
In regard to events, Woodward said the 125-year-old newspaper will look at ways to “kick it up a notch.”
She said she sees technology playing a big role in future events, such as the paper’s Home and Garden show and Bridal Gathering.
Technology can change the way people register and win prizes, Woodward said.
Be it news or events, the company knows it is important to find the best way to reach the public.
“The newspaper itself has such a rich history in the area, and keeping involved with our readers and neighbors is very important,” Woodward said.
To do so, Woodward and the Standard-Examiner marketing team must re-educate the community about what the Standard-Examiner represents.
“Readers in general want the news served up the way they want it, the most relevant way to their lives,” Woodward said. “I see us evolving and capitalizing on how readers want it.”
Horton said her ties with the community will be helpful in moving the newspaper forward.
“She has strong roots in Ogden, so she has strong connections to the community,” Horton said. “She’s exactly the kind of person we want to take the Standard-Examiner into the next 125 years.”
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