Nurture Community Relationships Early and OftenĪll participants, regardless of their organization, stressed the value of building local relationships in the communities where they work - not only to be more effective in communities, but to also build a stable of credible, local proof points for a national narrative. What resulted were more engaged, happier teams who embraced their independence and ability to innovate for results. One participant shared such an experience, in which teams on the ground “felt frustrated that everything was prescribed” by a national team and local team members “weren’t allowed to be innovative and weren’t allowed to be local.” The discussion participant shared that her organization worked to improve relations between local and national team members by providing local teams with “their own consistent budgets and encouraged them to be innovative” based on their unique knowledge of their respective communities. While this may ensure consistency, it can create tension and, worse, lead to less than optimal outcomes if organizations don’t value the insights of the folks carrying out the strategy who are local. Oftentimes, when an organization makes the decision to include a hyperlocal strategy to affect policy or to engage a community, a central team leads the effort and directs the actions on the ground. The event started with an overview of Harris Poll data, which showed:īelow are three key takeaways from the event. The virtual discussion, which drew upon the extensive experience of participants who represented Fortune 50 companies from across the world, trade organizations, and advocacy groups, began with a review of exclusive data on consumer perceptions of local sources, then drilled down into best practices for brands looking to break through and build trust.
The discussion, “ Small Stories, Big Impact: How Hyperlocal Drives Growth,” was hosted by Ray Day, Vice Chairman of the Stagwell Group, and Connie Partoyan, President of Targeted Victory. Last week, the Stagwell Group and Targeted Victory hosted a networking and best practices conversation focused on hyperlocal marketing and its role in storytelling and brand-building. A Roundtable Recap from The Stagwell Group
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