Fundamental Marketing Musts in an Unpredictable World

This year has definitely thrown us some curve balls.  While we hope next year will be different, it’s impossible to predict what 2021 will bring.  No matter what happens, there are fundamental elements that need to be included in our marketing playbook. 

Sustain Visibility & Relevance
Staying relevant and visible during the pandemic is critical.   You are making an impact now and that will continue after the pandemic is over.  The best way to demonstrate your impact is through video engagement.  Compelling video brings your important story to life.  Video creates emotion and incentivizes action.  According to Insivia, 95% of a video message is retained compared to 10% when reading text.  Furthermore, videos are shared on social media 1200% more than images and text combined (Social Media Today).   To keep costs down, consider editing existing video for a fresh, new look. 

Connect with Audiences
Creating your visual story is great but it’s important to market your video content to your audiences.  This will further sustain your awareness and visibility to those most interested in your mission, rather than a “one-size-fits-all promotional tactic” that tries to fit every audience.   Tactics such as broadcast PSAs are excellent for mass awareness with sustained coverage for 12 months or longer while digital marketing such as video pre-roll and mobile marketing provide precise demographic and/or geographic targeting.    

Consistency is Key
Not knowing what each day will bring can be stressful.  However, just knowing there will likely be continued uncertainty means consistency is even more important than ever.   Regularly communicate with your audiences to keep your mission top of mind.  Your organization is making a difference  but people won’t know about it unless you promote it!

For more information on planning your 2021 marketing strategy, please contact us here:

About The Author

Julie Ellman

Julie Ellman is a Partner and Senior Vice President at Connect360 Multimedia in the Bay Area office. For over 25 years Julie has been a strategic media counselor for all types of nonprofits, associations, government organizations and PR/marketing firms.

About Connect 360

Connect360 is a leading media placement agency driving measurable results for some of Charity Navigator’s highest-ranked nonprofits, well-known associations, government agencies and public relations/marketing firms.

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