Marketing and Communication Strategy
Reserve an internet domain, email address(es) -- and launch your website
Once you have a name for your organization/business, find an available URL so that you can build a website for it. You'll also need a hosting service for your website and an email address for people to use to contact the Community ReUse Center.
Questions
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What is the organization/business name?
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Is there already a website/business with that name?
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How will people visiting your website be able to contact you?
Tips
If your organization's official name is very long, consider using an acronym in the URL. If you are sharing responsibilities with other people for getting your Community ReUse Center started, it might help for each person involved to have their own email address associated with the CRC.
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Launch the CRC website as soon as you can, and build it out over time. That way, you have an early online presence that you can direct people to easily so they can get more information, take a survey, contact you.
Finger Lakes ReUse's Story
Finger Lakes ReUse's website is www.ithacafingerlakesreuse.org. We registered the website domain in 2007, and opened our doors in 2008. Google provides free email services to us because we are a nonprofit. We also use a discounted web hosting service that provides limited email services (that we knew we'd quickly outgrow).
Set up social media channels
Set up pages on social media platforms that you want to use as you get the word out about the Community ReUse Center. Once you've set up accounts, start connecting with local organizations, businesses, and agencies, as well as other Community ReUse Centers and environmentally conscious groups locally, in your state and beyond.
Questions
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Which social media sites are most geared towards what your Community ReUse Center does and wants to do?
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Who will you connect with on these platforms?
Tips
If you're not sure how to use a particular social media platform, like Instagram, for example, find someone who already uses it and ask them for help. You don't need to be on every site out there, so make a list of the sites you know you want to use and start there. Remember to link it to your website!
Finger Lakes ReUse's Story
Finger Lakes ReUse has accounts on Facebook, where we post about events, programs, and items we're selling, and Instagram, where we post about reuse, environmental issues, and other big-picture topics. We are also on LinkedIn, which we use for professional networking.
Develop a media list
Think about how news spreads in your community, and how you will get the word out about the Community ReUse Center. Put together a list of media organizations you'd like to contact when you have news to share. This step might involve some research: for example, if you're not sure who to talk to at your local newspaper, find out by calling or visiting their website.
Questions
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Who will help you get the word out about your Community ReUse Center?
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Are there local newspapers, radio stations, blogs, neighborhood listservs, or mailing lists?
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Where do people go when they want to find out what's happening in your area?
Tips
People find out about local news and resources in many different ways, so this list should include a combination of in-person and online outreach resources.
Finger Lakes ReUse's Story
Finger Lakes ReUse, in early surveys, found that the majority of people who found our ReUse Center did so by “just walking by." The importance of the location's visibility can’t be overemphasized. We use social media and press releases to let people know about our missions, programs, happenings and sales.
Develop an outreach list
Develop a list of agencies, foundations, businesses, and people who might be interested in doing business with, or financially supporting, the Community ReUse Center.
Questions
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Are there people, businesses, or other places that might be helpful to contact when it's time to spread the word about the Community ReUse Center?
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Who might be interested in donating reusable goods to your organization? Are there landlords, colleges, or other groups that provide housing and might be interested in donating furniture and housewares left behind by previous tenants? Speak to senior centers to see what kind of “downsizing” advice they are giving, and let them know about your plans. Many hotel chains upgrade their furnishings every five to ten years -- maybe your community is home to one or more hotels you can contact.
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Who might be interested in buying affordable used items from the Community ReUse Center? Are there community groups that can help spread the word in your area? Think about social service organizations, universities, and groups that welcome new community members to town.