"We quickly and efficiently execute so the client doesn’t have to be too involved/worry about the process" with Monica Walton

July 1, 2020 Kristin Marquet

Monica Walton is an award-winning tv producer, filmmaker, presenter, drone pilot, and travel journalist with almost a decade of experience working in the media industry in London & internationally. She’s worked with airlines, global resorts, brands, and travel companies such as Jeep, Jetsetter, Ritz-Carlton, Westin, Marriott & Kimpton Hotels, DJI Global, Lonely Planet & tourism boards to bring stories to life through her lens. NCTJ qualified ( National Centre for the Training of Journalists ) & Drone certified, she started Vagabond Media Group, a broadcasting & content creation agency 5 years ago, and has just launched an online course to help other aspiring content creators.

Can you tell our readers about your background?

I’m a multimedia journalism grad & I now run a media company in the Cayman Islands called Vagabond Media Group. Under the umbrella, the name is my tv channel ‘This is Cayman’ which is a multi-platform brand and the tourism channel on the island. It’s played in the condos & hotels on tv to visitors who want to find out which restaurants to go to & where to go. We also shoot videos internationally & locally for lifestyle & travel brands & businesses. I started off as a tv reporter but then I shifted towards production & video because I found my passion for telling compelling stories through content.

What inspired you to start your business?

It was more a matter of having to start the business as the tv channel I was working for at the time got sold to another company. It’s not something I had dreamt about for a long time, I sort of stumbled upon it! I knew I loved coming up with creative ideas to market business and solve their problems. I then managed to turn traveling into a career by expanding what I had learned and built in the Cayman Islands & offering it to other islands in the Caribbean, hotels & tourism boards.

Where is your business based?

My business is based in the Cayman Islands ( it’s just south of Miami, Cuba & Bahamas ). I was born here but moved to the UK when I was three. I moved back 8 years ago. I also do a lot of work in the States and Europe as well as the rest of the Caribbean as well as you have to get off the island every now and then!

How did you start your business? What were the first steps you took?

After writing my business plan, I had to first register the business and make sure everything was covered legally ( licensing, permits, etc) so I hired a company experienced with setting up businesses in the Cayman Islands. From there I had to buy what is called a ‘hyper caster’ in the tv world, a piece of equipment that enables programming to be put on air ( on TV) and I had to get training for how to do that. I created a website, social media pages, and then started the selling process to advertisers. That was the fun part!

What has been the most effective way of raising awareness for your business?

Social media has been huge for me, as most of the audience for the tourism channel know about us before they get to the island. Youtube, Facebook & Instagram have led to people actually getting on a plane and coming to visit the Cayman Islands because of our videos.

What have been your biggest challenges and how did you overcome them?

My biggest business challenge has been managing people as well as creative work. My clients come to us because of my video work and ideas as creative, so it is tricky to grow because you can only do so much. I overcame it by outsourcing tasks and projects as & when I need the help.
How do you stay focused?

I try and switch off at 6 pm to give my brain a rest. Going for a run and listening to some hip-hop music helps me forget about the stress of the day. I write down my to-do list/goals for the week and for the day as well so once I’ve done as much as I can do I can relax until the next day. Also, coffee, a lot of coffee!

How do you differentiate your business from the competition?

1. Ideas - I’m an ideas leader & think like a marketer so I usually offer unique ideas to brands and businesses that really help sell their products/services.

2. Quality - Our video is high-quality, we use top-notch equipment and software to produce video and take pride in our work - which makes us stand out.

3. Execution - We quickly & efficiently execute so the client doesn’t have to be too involved / worry about the process.

What has been your most effective marketing strategy to grow your business?

I’ve managed to utilize social media and online platforms to build my personal brand online so that strategy has really helped clients as they get a high-quality product & service ( video & advertising ) as well as a brand ambassador. I get to grow with them, which is mutually beneficial.

What’s your best piece of advice for aspiring and new entrepreneurs?

Be prepared to wear many hats, take on a lot of stress, and for it to be very time-consuming. There are so many challenges ( physically & mentally ) when it comes to entrepreneurship that was really unexpected for me. Having a business is like having a baby, it will take up a lot of your time at first. You will have to put yourself out there, organize sales meetings, develop relationships, strategic partnerships, sometimes build multiple streams of revenue, and do a lot of things/tasks you don’t want to do. Having said that, it is more rewarding than any job I’ve had working for anyone else. Everything you do is part of building the company and it’s yours. Watching it grow & flourish is so rewarding and every minute you put into it means something.

What's your favorite app, blog, and book? Why?

App: Squarespace app for tracking website analytics

Blog: Mashable business section for a daily dose of what's trending in the digital world.

Book: Michelle Obama - Becoming

What's your favorite business tool or resource? Why?

Right now, Zoom for conference calls and client meetings. For team management, I use Asana which really helps with time management and prioritizing and QuickBooks for accounts & invoicing. ( I have an accountant but Quickbooks is easy to use & understand in terms of looking at your budget & projections).

Who is your business role model? Why?

Oprah, she’s strong, talented, confident and she’s overcome so many obstacles. She doesn’t let that bring her down. I love her commitment to philanthropy also.

How do you balance work and life?

I used to always be working the first few years into my business, even when traveling. There was no break, which can sneak up on you and take its toll. Especially when you don’t feel like you can get away or have a vacation. There needs to be separation. I have an office and this year I’ve worked so much on having more balance. Switching off when traveling - (not taking video/pictures & being present in the moment.) I also give myself a 9-5 schedule and won’t work past that / even look at my emails. I mute them in the evenings. I try and have hobbies like going to the gym, running, and cooking and activities that have nothing to do with my business.

What’s your favorite way to decompress?

I love to go for a run, take a long bath with candles, and put the relaxing podcast on. Also, wine helps a lot too! Chatting/venting with other female business owners is also a great way to decompress!

What do you have planned for the next six months?

Well, right now we are in quarantine in the Cayman Islands so I’m unable to travel. The plan was to continue to grow my business in other markets and continue to grow my tourism channel here in the Cayman Islands. This is on hold at the moment but I have some local & international projects that are keeping me busy. You can check on my Instagram page for lots of updates on the projects I’m working on.I also just started a ‘content creator’ course to help other aspiring content creators tell compelling stories through video and launched my Youtube channel. I love helping others, I get so many questions about the gear I use, how I’ve managed to do what I do, so I started a course & youtube channel is a way to answer the questions all at once.