More than ever before, people are steadily prioritizing companies that are doing more to help and support the communities in which they do business. This is in part due to the rise in Millennial and Gen Z consumers but is becoming more common among older generations as well. The truth is consumers want to feel like their favorite brands care about more than their sales and are willing to put their words into action by showing up.
When a company practices social responsibility and gets involved with the community, 96% of global citizens will have a more positive image of that company, 94% will be more likely to trust that company, and 93% will be more loyal to the company. This conveys just how important it is for you to get involved.
A great example of community marketing on the Gulf Coast is the two recent FOX10 Get Vaccinated events. Not only did both events bring more access and awareness to getting vaccinated for the disease, but they also brought the community to support the nearing end of the pandemic and step closer to better days together.
FOX10 Get Vaccinated Event #1
FOX10's first dose Pfizer event was held on May 7, 2021 and sponsored by Infirmary Health to help get the Gulf Coast community vaccinated and back to normal. Despite the growing hesitancy of getting vaccinated prior to expert opinions, availability, and promotions — as many as 417 shots were administered at the event.
To help ease busy schedules and hesitations about getting in and out of the event as smoothly as possible, 40 incredible volunteers showed up to help Gulf Coast residents get their first dose of the vaccine.
In a heartfelt response to getting vaccinated at the event, residents allowed FOX10 to share on their social media story the reason they chose to get vaccinated that afternoon:
I got the COVID vaccine because...
I want to hug my grandmother Shirley, and grandaddy Paul ❤
I want everyone to be safe, and it's the only thing to do.
It's the right thing to do, and I value my health.
And to top it all off, multiple residents simply added that they wanted the community to be safe and — I need it. Others brought some humor to the heartfelt event and wrote, My momma said so, and Grandma made us.
FOX10 Get Vaccinated Event #2
Just a short month later, FOX10 and Infirmary partnered again for a second community-involved event on June 5, 2021. This time, the event was more family day-centered, focusing on getting children 12 years of age and older vaccinated, too — and the community showed up again with as many as 250 more shots administered free of charge by the clinic.
This free event that was walk-in ready for everyone interested in receiving the shot brought back some confidence after a dip in people receiving vaccinations started to cause concern of a COVID resurgence. Wonderful words of support, inspiration, and love continued into FOX10's second event, bringing the Gulf Coast community together again for another life-changing event.
Get Involved With Your Community
Infirmary Health's sponsorship with FOX10 on the Get Vaccinated events was a huge success and brought hundreds of residents together to share their stories and the reasons closest to their hearts to get vaccinated. While your events may be different, there is one thing that will remain the same — the appreciation of your help and support in a cause relevant to your business and important to your customers. After all, it isn't your product or service that is truly memorable, it's your brand's ability to give back the love and support of the community when they need it most.
Sponsoring community events with the help of a media partner, in particular, can provide creative solutions to challenges you might have. Media partners have unique expertise in highlighting the value of your business while ensuring the Gulf Coast community not only sees that your brand is socially responsible but associates your brand with the betterment of the community as a whole.