Sue McLeod

President, Conroy Media, Ltd.
Sue McLeod

Sue McLeod (IMC15) studied in the IMC Online program and is the president at Conroy Media, Ltd. She credits Medill professors for teaching her a new way to think about marketing and consumers.

“As marketers, we sometimes get sucked in by new, shiny objects, particularly in the digital age,” she said. “But it’s really about building the relationships with our customers and encouraging the dialogue.”

Sue recommends the IMC leadership course to fellow classmates and anyone interested in the IMC Online program.

“This course brought a number of us together in-person, after having worked together virtually up to that point,” she said. “I’d strongly recommend that everyone put this course on your list, if you’re able to swing it.”

Sue says she made many great business contacts and friends through the IMC Online program.

“The biggest surprise about the IMC Online program has been the quality of both faculty and fellow classmates and the level of engagement and interaction present in an online program environment,” she said.

Anything relevant to your IMC courses that has been in the news recently? 
Those of you who know me know that I am an Apple groupie, so of course I was glued to the recent keynote, where iPhone 6 and 6 Plus were introduced, as well as the Apple Watch.  As we learned in Judy Franks’s Media Economics and Technology course, the media landscape is one of convergence and symbiosis.  Additional screens and platforms expand the overall media ecosystem, enabling content to live in various places, allowing consumers to be served content on their terms, in contexts that are most convenient and useful to them.

Any blogs/ websites you regularly frequent? 
I’d be remiss if I didn’t mention Media Post, which is the media industry blog I happened to be reading at the time a Medill Online IMC banner ad was served up.  Our current director of digital had resigned and I was in the process of searching for her replacement when the IMC online banner ad showed up on my screen.  Wow – the Medill IMC program is now online?  One click and the rest is history.  I even used this example in one of my application essays.  This clearly demonstrates the power of contextually relevant content.  And, I’d highly recommend subscribing to Media Post’s blog, if you’re so inclined.

What’s been the most valuable insight from the IMC Online program thus far?
The most valuable insight is the 24/7 consideration/adoption of the customer’s perspective.  As marketers, we sometimes get sucked in by “new, shiny objects,” particularly in the digital age, but it’s really about building the relationships with our customers and encouraging the dialogue.  The adoption of this new way of thinking has been the biggest insight for me.

What has been the most valuable class you’ve taken? 
Wow – this is a really tough one, as I have learned so much valuable stuff from all of my classes.  Having just completed the program this past summer quarter, it’s tough to identify a single course that I could classify as most valuable.  I’ll cite a few that come to mind now.  Marketing Mix Modeling with Dr. Martin Block was immediately applicable to my everyday work life, in that we learned to take existing data and to draw actionable conclusions from it.  Marketing Measurement, taught by Pradeep Kumar, turned me on to Tableau, a data visualization tool that we’ve since subscribed to and are actively using for data storytelling and dashboard creative.  I loved Digital Storytelling, taught by Emily Winthrop, that got me completely outside of my area of familiarity and comfort to delve into the realm of digital story analysis and creation.  Finally, I loved the IMC Leadership immersion course, taught on-campus by Candy Lee and Tom Collinger.  This course brought a number of us together in-person, after having worked together virtually up to that point. I’d strongly recommend that everyone put this course on your list, if you’re able to swing it.

What has been the biggest surprise of the program? 
Echoing other classmates, the biggest surprise has been the quality of both faculty and fellow classmates and the level of engagement and interaction present in an online program environment. I feel like I’ve made many great business contacts and good friends through the program, and I look forward to staying involved through my new role as Teaching Assistant alongside Candy Lee in the Marketing Management program this fall quarter.