This is a common challenge for many locally-based community organisations which are able to hit the headlines successfully in their local area, but struggle to match this local publicity on a state basis.
The key is to make the issue relevant to the audience you are targeting; in this case, the entire state.
Make it very clear how your local issue is relevant to other parts of the state. Is it opposition tocertain types of development, the destruction of parks or wetlands, a shortage of publichousing, a legal hiccup or government decision that could affect many?
Think of the local issue as an example or case study of the wider problem. Show how it could impact oncommunities across the state.Without this type of wider relevance, hopes of wider media coverage are slim.
Of course, there is also a much greater level of competition for coverage at a state level. You’ll have to work that much harder to gain coverage.
So, in addition to a great hook, it is almost certain you will need to organise good visual opportunities forphotos (print publications) or footage (TV).
Staging an event, protest or some other attention-grabbing activity is one way of doing this. If you do go this route, try to stage your event on a weekend, preferably a Sunday when there’s less competition.
Does it strengthen or weaken my brand to use a new logo in a merchandising program – plastering iton merchandise of relevance to the organisation?
The classic answer here is: “It depends”.
It is very important that your logo is used thoughtfully and in context, not gratuitously or in away that denigrates or cheapens your organisational brand.
Generally speaking, if you are going to use your group’s new logo on merchandise, there are some basic rules to follow:
• Show restraint – Don’t fall into the trap of putting your logo on everything. Pick and choose your targets in terms of what the most number of people will see, and what people will hold on to thelongest.
• Not too large, not too small – Jumbo-sized logos on merchandise look cheap. Too small, and noone will be able to see it. Use a medium-sized logo that doesn’t overwhelm the item it is placed on.
• Convey a message – Where possible, convey your message with your logo. Does your group have ashort slogan, catchphrase or tagline it can use in conjunction with the image?
Respect your logo like you do your group’s good name and reputation. Your logo is an expansion of your group and its brand – damage it, and you run the risk of doing the same to your group and brand.
The Marketing Guru is an initiative of the Marketing, Media and Post Centre, the online resource forcommunity organisations provided by Our Community and Australia Post. Send your questions to email@example.com.