Many businesses have discovered the benefits of marketing tactics that build community, like sponsorships, in-kind donations, and rewards programs. But some organizations make offline community events such an integral part of their strategy that their outreach takes on a brand of its own.
What is the advantage of this? For one thing, having your business or organization visible in as many arenas as possible is always a good thing — online, social, offline, etc. Also, offline tactics tend to appeal to more than just your core target audience, allowing you to access people you might not otherwise have found.
Take the ASPCA for example. Their nation-wide endurance training and fundraiser effort Team ASPCA appeals not only to animal lovers and people who want to volunteer, but also to others who might be searching for fitness training groups to get involved with. Team ASPCA members participate in marathons, cycling, and other endurance events all over the nation, all while wearing the organization’s signature bright orange t-shirts.
Hosting these kinds of highly visible, organized, and ongoing community events builds buzz for your brand, engages new audiences, and gives you a constant bank of things to share on your social media profiles. In addition, of course, to doing good things in your community!