Client success story. Project completed 2018.
“We got international attention and awards.”
Our client wanted to grow its brand presence and activity across Western Canada. The business was widely respected as an expert in its field, but its customer base was narrow. It needed a community investment strategy that would reach well beyond its niche and appeal to a broad audience.
We started by identifying the customer groups with the most growth potential and taking the time to understand what motivates them to act.
From there, we built a focused, engaging community program designed to speak directly to those groups, and chose the marketing channels with the strongest reach.
The program launched strongly. To keep the momentum going, I served as the brand’s spokesperson and storyteller on an extended media tour:
The story resonated, and the business was regularly invited to present at academic and industry events.
The program earned international attention and won multiple awards. Most importantly for our client, it recorded more than one million activations across Western Canada.
Every one of the brand’s online channels saw sustained double-digit growth in positive engagement, and new customer accounts rose sharply.
Ask your newest customers why they chose you. If any of their answers are about what you stand for, you’ve found the start of a community story worth telling.
Be well.
Conor leads Know Good Consulting. For nearly 30 years he has led marketing, communications and fundraising for charities and businesses, always through an equity-forward lens. If something here sounds like your organization, he'd be glad to talk it through.