The Case for Community Marketing
How are you currently highlighting your community in your marketing efforts? Do you celebrate new businesses opening? Are you picturing a passing shot of the new pool at your rec center? Or maybe it’s your local parade that everyone still gets (kind of weirdly) hyped about?
We’ve been working in the economic development, local government, and tourism space for a while. In fact, combined, our office has more than 46 years of experience in helping communities promote themselves to visitors, potential business owners, and developers. We’ve watched (and been a part of) multiple trends throughout the years, ie whether it’s a campaign claiming to be the next Silicone Valley or overly polished cinematic footage of people walking downtown in slow motion. Cool? Yes. Authentic? No.
Lately, our office has taken a step back and asked ourselves: What projects are the most authentic? When do we feel like we provided clients with the projects that truly set themselves apart? What have we seen residents and elected officials celebrate?
The answer? It all boils down to community.
What is Community Marketing?
At Slate, we define Community Marketing as campaigns and projects created to promote the heart of the community. Whether that’s the main street where the community gathers no matter the event, or the places where neighbors come together over pints of locally brewed beer. It’s letting outsiders get a glimpse of Friday night lights where stadiums glow and crowds cheer in matching colors and you feel a sense of togetherness weaving through the cool, night air.
Community marketing is creating pieces that highlight the feeling you get when you feel like you’ve found your place. It’s taking those golden nuggets of uniqueness found in small towns and highlighting the people who make it happen.
The Importance of Authenticity
Here’s the thing about community marketing, it requires you to understand the elements that truly make your town special. Being authentic in your marketing is about owning the eccentricities that make your community who it is and telling your community members’ stories.
Rather than talking about who you could become if x, y, and z were to happen, it’s about owning and celebrating the grit of the community members already there. If your messaging would make community members roll their eyes, it’s likely that potential business owners, developers, and new residents won’t buy into it either.
What Truly Resonates with Your Residents?
The best feedback we can hear from residents and communities is that a piece we helped develop and create resonated with them. If you’re looking to promote your town to businesses and visitors, creating pieces that current residents are proud of can help create your best ambassadors.
Whether it’s interviewing local business owners, highlighting beloved community events, or adding in a joke or two that locals will appreciate, it’s important that residents can feel a sense of pride in what you’ve created.
Reach the Right People
If you focus on community in your marketing efforts, you’re more likely to reach and spark an interest in people who want to be involved.
Does your community consider themselves as having a streak of the wild west in their bones? Finding tourists and businesses who feel that within themselves can make all the difference when it comes to intentional growth.
Trust us, we’re not trying to create more buzz words in the communications space. But, when we look at the future of economic development and tourism marketing, we can’t deny the importance of putting the community in a starring role.
Want to chat more about community marketing and what it could look like in your city? We’d love to talk.
Lacey Mays
Marketing and Communications Strategist
Lacey brings over nine years of experience in community engagement, marketing, social media, content creation, and communications. With a background in economic development and local government, she is passionate about helping organizations share their stories, connect with residents, and celebrate community improvements.