Episode
Roots and Reach: White Wolf Communications Group
- Podcast
- The Valley Today
- Published
- Jun 15, 2026
- Duration seconds
- 1356
- Processing state
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Summary
Marketing isn't the thing small-business owners hate — it's the thing they're afraid of, and they're afraid of it because nobody ever explains it. On this Luray-Page Chamber edition of The Valley Today, host Janet Michael is back on the Zooms with Colton Wolf — owner of White Wolf Communications Group and a familiar voice on the show from his earlier conversations about the theater in Stanley — for a wide-ranging talk about why small and mid-sized businesses deserve the same strategic communications work the big brands get, and how a Page County firm is delivering it. Colton walks through how his firm grew from a pandemic-era pivot and a Georgetown public-relations program into a five-person team that builds holistic strategies for nonprofits, local pillars like Racey Engineering, and PACA — partnerships that started with Colton being president of PACA's first leadership club back in high school. The conversation digs into the realities of modern marketing in a noisy landscape (Snapchat, YouTube, Facebook, and Google all competing for the same mental real estate), why word-of-mouth alone isn't enough anymore, why the right overhead investment for a communications firm is its people, and the moment Colton lives for: when a client says, "I never even thought of that." Plus a couple of Page County Chamber events worth your time. ABOUT WHITE WOLF COMMUNICATIONS GROUP A Page County-based communications firm focused on small and mid-sized businesses and nonprofits across the region. Services span communications planning, public relations, social media strategy and management, website design and SEO, print and surface design, photography, and videography (including drone work). Engagements range from monthly retainer packages to one-off projects. LURAY-PAGE CHAMBER EVENTS COM…