Can marketing be used to bring people together? How to connect individuals motivated by the desire to grow and prosper as a community?
Momentum Calgary has long been recognized as one of Canada’s top charities. Despite programming to cater to immigrants, youth, new home buyers, and underemployed, why were programs undersubscribed? Momentum engaged Hand In Media to study audiences, to understand target communities, and to recommend on strategies to build up participation in programs.
Hand In Media along with Momentum staff and stakeholders embarked on a 3-month discovery process leading to the development of the first Cross-Organizational Marketing Plan. What quickly emerged from research was the core concept of the marketing focus, and a mission which would unite future programming and directions: People to People: A phrase that described both the spirit and the strength at the core of each of Momentum’s community outreach programs.From core messaging, marketing became a natural expression and outreach of the truly Good News Momentum had to offer for communities served.Focus groups of key stakeholders identified organizational aims and objectives and core messages. Staff, stakeholders, and program participants were engaged in the creation and testing of creative outreach materials. The marketing strategy took on an all-hands approach, as community-building activity. Community partners were interviewed and engaged to test, to evaluate and further spread Momentum messaging and materials.As core concepts began to emerge, and be promoted, programs quickly reached capacity. Thanks to ongoing community grassroots support and the continual engagement of individuals representing communities served, Momentum continues to be a guiding light in the delivery of critical community access programs.