Rust Never Sleeps – Communicating a Movement
I have to confess – I’m an old school marketing guy. I remember real art boards, rubylith overlays, ad slicks and blue lines. I remember when there were only 3 television networks, AOR (album oriented rock/ always on radio) FM stations and no internet.
However, if one prefers to burn out rather than rust – one must evolve with the times.
As an organization, Metro United Way serves many constituents that fall within all the current demographic segments – Traditionals (folks born before 1946), Boomers (1946 – 1964), GenXers (1965 -1981), and Millennials (1982 – 2001).
As a marketer tasked with spreading the word about the LIVE UNITED movement, communicating to these disparate groups is a bit of a challenge.
The message – reach out a hand to one and influence the condition of all – is universal.
The proper communication vehicle to deliver our message is not.
There still exists a need for traditional collateral brochures, radio spots, TV ads and billboards to deliver our message. However, if we ignored all the new media options available we would not be visiting a large number of our constituents where they live. We would also be locked into one-way communications – which is definitely not the only place to be.
For a movement to grow we must utilize communication methods that align with the passion of its members. They must be viral and constantly evolving. Most importantly they must interact with the people that we hope will join the movement in a way that suits their needs – not ours.
- Therefore, if you want to participate in active online discussions, you can now communicate with us on Twitter and Facebook, and of course comment back to us on this blog.
- If you are more of a passive consumer of information, you can check out our website, subscribe to our e-newsletters, or check out photos and video on Flickr and YouTube.
- If you want to be involved with real social interaction, take the message to the streets and maybe even participate in a flash mob to promote social innovation, you can learn more about our LIVE UNITED Social Innovation Prize.
- If you want to try a cool new media way to support the LIVE UNITED movement and recruit your friends to join the cause you can check out our Give 5 for All video. (Video also below.)
Remember the message is universal – the way it’s conveyed is multi-faceted and ever-changing.
(It was so much easier when your choices were only Sterling or Falls City.)
Thanks for covering all the bases, Mark! And nice Neil Young reference.