Marketing in Crisis: How to Inspire Hope - Social Assurance
 
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Marketing in Crisis: How to Inspire Hope

Category: Engagement
Published: April 24, 2020

From news on increasing unemployment claims to extended social distancing precautions, communities are continuing to be challenged in new and dramatic ways during COVID-19. As a community bank, more people are looking to you not only for help financially — but also for the main thing that all leaders need to provide — hope.

Whether it’s a quick comment, laugh or story to help take peoples’ minds off the present situation, a moment of hope makes all the difference right now. By running social media campaigns around this theme, you not only help keep your brand top of mind for your customers, but also you help rally your community. Despite many of us are still in quarantine, here are a few ways to help spark some joy and positivity in the lives of your customers. 

Offer Support

Many in the community want to help, but not everyone knows how to help. Providing information on initiatives to support local food banks, blood drives or fundraisers is a great way to help people give back to others and to let everyone know that they are not alone. Take this one step further and run a social campaign to advertise the different ways that members of your community are giving back. With positive examples to imitate, many of your followers will go and repeat these actions where help is needed.

Pro Tip

Reach out to community partners and coordinate a campaign for a common cause. If your local grocery store is offering a grocery giveaway, propose to promote the event on your social channels to help raise awareness and participation.

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Inspire with Stories

Working from home may mean that your followers have some new coworkers. Maybe that’s a spouse, a child or even a furry friend. Consider running a photo contest or comment campaign asking the public about their new coworkers to help followers laugh or feel connected to others. People feel hope when they can see that they aren’t alone in experiencing and struggling with particular events. Don’t miss out on this opportunity to strengthen your community in a fun, unique way.

Pro Tip

Get this campaign started by soliciting photos from your workers. Ask them to participate in the campaign and share the event with their friends and family.

Involve Others

If there’s one thing that we have more of during the COVID-19 pandemic, it’s time. With so many precautions and activities shut down, there aren’t a lot of opportunities for people after work. Sometimes all they need to feel better is a task they can work on. Involve them in a project or campaign as much as you can. From helping local businesses survive to fun ways to decorate new office space, engaging your customers through action helps to raise spirits.

Pro Tip

Share the results or vision of your campaign. It’s easier for your followers to engage when they know what the end goal is.

Looking for more information on how you can help your community during these uncertain times? Be sure to check out our COVID-19 resources!

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Author:
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Courtney

Courtney Haggart is passionate about creating purposeful and engaging content for our brand and financial partners. She also enjoys sharing daily fun facts, reading Game of Thrones and keeping up on The Bachelor.

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