Building a brand involves connecting with a community that will become loyal to you. That’s especially true when you are a local business relying on consumers in your city or town to uphold your reputation and keep traffic coming through the door.
A community that speaks highly of your business or organization serves to get the word out and convey your key messages. So give them something to talk and tell others about that means something to them. Keep your brand in front of them by telling your story — in a relevant way – through a combination of traditional media and social media.
Tips to help you create the right community outreach.
- Be sure your outreach to the community is relevant to your target audience
- Connect what your community cares about with your brand
- Plan your outreach enough in advance so that your news can be listed in local papers
Alameda Pediatric Dentistry & Pleasanton Pediatric Dentistry is a good example of how community involvement makes good marketing sense. Recently we helped get the community involved in the dental practice’s Halloween Candy Buy Back event. Sponsored by Operation Gratitude, the event collects donated, unwrapped Halloween candy to be sent in care packages to overseas troops.
Over the course of two and a half weeks, we informed the local Alameda and Pleasanton communities about the event, and the importance of good dental health, through press releases sent to local newspapers, postings on online local news sites such as Patch.com, blogs and radio station websites. We posted about the event several times a week on Twitter, Facebook and LinkedIn and engaged the dental practice’s community to share the news with their social media and online communities.
This mix of traditional PR and digital outreach resulted in over 500 pounds of candy being collected which is sure to put smiles on the faces of the military troops who were sent the treats. It gave the children and families who donated Halloween candy a sense of satisfaction. It also is clear proof to the pediatric dental practice that a community supports them and will uphold their brand.