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In my previous life as a fundraiser, my focus was on building relationships with community stakeholders that would create opportunities to strengthen their ties to the institution. Now, I still rely on those same fundraising principles to help create community engagement campaigns for my clients.
If you’re developing a new brand, this may seem overwhelming because you might not know who your audience is or how to engage them. If that’s the case for you, here’s how you can begin planning your community engagement strategy.
First, identify your target audience. This is an intentional process that involves brand analysis and market research. It begins by taking a deep dive into why your brand exists and who you are best suited to serve.
Next, get to know your target audience. Get curious - think like a nosey neighbor, because by the end of this step, you’ll want to have a complete picture in your mind about who your ideal client is, what their pain points are, and how you are distinctly positioned to solve their problem with your product or service.
Then, create a plan to reach your target audience. Make a list of all the ways you can connect with your target audience including email, online events, in-person events, social media, and more. Develop a consistent message with a lead magnet that you’ll share through every channel that includes information about your brand, its values, and how you can solve their problems for the best price.
Finally, develop a plan for ongoing communication and relationship building. It’s not enough to let your audience know you exist. You need to foster the relationship. Think of your audience like a close friend and treat them as such. Keep in touch, be personal and friendly, providing the care, concern, and support you would for someone that you know, care for, and respect. This will build loyalty and trust.
The most important relationship your brand will have is with its audience; therefore, it’s critical to know your target audience and your community engagement strategy.
If you’re unsure of where to begin, let’s chat! Contact me to schedule your complimentary 45-minute discovery call. Helping clients identify their target audience, is one step in Founded’s Creative Brand Strategy, the signature service I’ve created to assist clients with the development of their brand persona, identity, and engagement strategy.
Let’s get to work!
Lisa
Founded Creative Brand Strategies offers project-based brand marketing and community engagement services, including brand development, logos, website, and newsletters.