Hard-to-Reach Audience Engagement

In this episode of The Brick Wall Podcast, Chris and Bauer sit down with Cameron DeGroat, Media Thesis' Director of Client Services, for a conversation that starts with horses and ends with a masterclass in hard-to-reach audience targeting.Cameron opens up about her philosophy on client relationships - treating everyone involved, from client to creative team, like the real, full-lives-outside-of-work people they are. It's a simple idea that pays off: when both sides extend a little grace, the work gets done well without anyone burning out. From there, the conversation shifts into what Cameron loves most about media: winning for clients. She shares a story about outperforming an agency ten times Media Thesis' size within 30 days of taking over an account - proof that bigger isn't always better when it comes to actually moving the needle.Cameron breaks down how her team builds audience personas, partners with data platforms like Resonate, and works with hyperlocal outlets and subject-matter partners like Sharecare to reach people where they already are, all while navigating the added complexity of HIPAA regulations.It's a conversation that goes well beyond "know your audience" - it's a real look at what audience-based marketing looks like when the audience is genuinely hard to reach, and why that work matters both professionally and personally to the people doing it.More from The Brick Wall:⁠MediaThesis.com ⁠Subscribe on ⁠YouTube⁠ ⁠Follow us on LinkedIn