What is mindshare? Google the term and you’re likely to find as many different answers as you do search results. For our purposes, we simply mean the marketing presence your agency has in the minds of the people you serve. We don’t necessarily mean the size of the presence either. Rather, we’re talking about how influential that presence is. You don’t have to be huge to be influential.
Think of it this way. Mindshare is the soil in which all your short-term marketing initiatives must grow. If you haven’t put enough time into preparing residents and businesses to be receptive to what you have to say, you’re going to have a hard time growing interest in anything you do.
Prepping the Soil
Nourishing the soil of mindshare isn’t that complicated. One way is to make better use of the tools and assets you already have in place. Are you using your social media outlets as nothing more than event calendars? Try using them to give the public a glimpse of the little things you do for the community every day. Sure, some of these things might not be as exciting as a concert in the park but if they matter to the community, it’s up to you to spread the news. No one else will.
Another powerful way to reinforce mindshare is by keeping your brand identity and messaging consistent in everything you do, from signage to publications to Insta posts. Having the same look and feel wherever the public comes in contact with you makes it easier for people to associate all the great experiences they have, be it on a bike path or in a gardening class, with your agency.
Recently, Campfire Concepts worked in partnership with the Oak Brook Park District to develop a marketing assistance package that would help the agency bolster its mindshare. Part of the plan involved designing social media templates that made it easier for newer staff to hit the ground running with branded communication that stayed true to the agency’s visual style and voice.
“Campfire Concepts worked with Oak Brook Park District staff during the summer of 2020. They helped promote our programs, events, and the ever-changing COVID-19 guidelines to our community. They were responsive, organized, and creative throughout our time working together .”
-Robert Pechous, Superintendent of Communications & IT
The crucial thing to understand about cultivating mindshare is that it doesn’t happen overnight. You have to think long-term. Doing it right demands time, patience, and consistency.
We Can Help
Campfire Concepts exists to help parks and rec agencies become better connected to the communities they serve. We’d love to hear what your agency’s goals are and explore ways we can work together to meet them. To get that conversation started, click here. Talk to you soon!
