Campus media solutions offer an exciting challenge
Waldi du Toit is the general manager for student media and executive producer at BOO! Surprising Media Solutions, an out-of-home media company
My executive producer hat means I am in charge of content and delivering solutions to audiences at our various digital-out-ofhome screen locations, so advertisers receive maximum return on investment. We are trying to be less passive and reach our audience better by developing engaging content channels, not just selling space on a digital billboard.
My role as GM of student media at BOO! is the implementation of the Media Transformation Project — a national student media solution — at every university we sign with.
A large part of my focus has been on the implementation of BOO! Campus TV, one of our media solutions at universities, where we install multiple screens across campus that simultaneously stream university content, youth-relevant entertainment content and advertising. This is primarily an internal communications channel for the universities to speak to their students, not just an advertising channel, so tone is key.
I train select content managers at the universities to ensure that their internal content strategy works, and a big part of this is change management and sharing best practice with the different universities.
I’m getting to use my full skillset, working with the universities and local content providers on something new and exciting. Because it’s a new division and a lot of the products are quite new, I love that I can think about scale before we have scale and implement best practice based on my experience from the get-go.
I studied cinematography at Afda (South African Film and Drama Academy) and have a BA in motion picture medium. I’ve been playing piano since I was three and could read music before books. I wanted to study music composition but switched to cinematography and fell in love with film.
What obstacles did you have to overcome to get where you are today?
I’ve always been a doer and like to impress others. I think growing up as a high performer, my biggest obstacle was finding my own voice. As a young female I had to find my authentic self and learn to speak up when I have a better idea or don’t agree with something. The respect I’ve gained has been worth it. It’s a tough industry — you have to work hard.
“Think about how you want to live and visualise that, instead of what you want to be.” That advice was given to me by my mom.
What would be your advice to other young women entering this industry?
Be productive, stay sharp, learn as much as you can. My life coach taught me you can say anything to anyone, as long as it is done with respect. The reaction from others is always positive when you approach a conversation this way. And just work hard.
When you do something, do it right, do your best. It is all about how you approach a situation that is the differentiator at the end of the day.