Make Your Mark in Your Community
Organizations all over the country have realized community relations is back in style. The recent recession has made them reevaluate where they are spending their marketing budgets. And they have definitely learned something- community involvement pays off. Call it return on involvement- the monetary and intrinsic rewards your business, school, or organization reaps from its volunteerism and support of the community.
When your organization donates its time, treasures, or talents to charities, they are usually recognized for it. People see the names and logos on a flyer, on the back of a Little League shirt, or on the banner at a marathon. A recent survey by IPG Lab found that 92% of consumers have a more positive image of a company when it supports a cause. When price and quality are equal between brands, 87% will choose the brand that is associated with a cause. Volunteerism and corporate citizenship are good for staff retention, recruitment, and overall reputation, as well.
It takes time, patience, and creativity to find the right formula for your community involvement. You can’t sponsor a softball team every year and get lauded overnight for being the champion of the community. The community needs to get to know and like you first. They want to see you consistently. Two years ago, my son Ben won a goldfish at his school carnival. There was a company name on the side of the large tank that we pulled the fish out of, Specks Pet Supply. At the moment, I was less than amused with the prospect, but Ben was thrilled. He finally got the goldfish that he had wanted his entire 6-year-old life. He named the goldfish Bob, and off we went to buy food and a fish bowl. (All I could imagine was the difficult conversation I was going to have with my 6 year old son, explaining the flush heard ‘round the world.) Thankfully, Bob has beat the odds. (What’s the average lifespan of a school carnival goldfish- 3 days?)
Two years went by, and I was convinced that my son indeed knew how to care for his fish. I took him out to get a family and some new digs for Bob. We would not have even considered going anywhere but Specks to select Bob’s family. Bob and his new bride, Fisharella, are happy together, and my son can’t wait to go back to Specks to purchase some more décor for their tank.
Tip:
Make sure your company brand is visible at all events you are sponsoring or donating to. You can’t be appreciated for your donation if no one knows you made it.
About the Author: Michele Hockwalt is Brand Strategist at Element212, a branding and design firm located in Central Indiana. Her mission is to make companies attractive, successful, and relevant to their customers. Visit her online at element212.com.
Late one frosty December evening
