Community marketing and communications
As we in the culture and arts sectors know, the day-to-day often takes precedence and we need to focus on our immediate goals or KPIs to get the job done. Be that selling tickets, hitting footfall targets or securing the next round of funding. We also know that to do that effectively and to build a genuine and engaged audience we need to also shift our focus to our communities. There is big power in good community marketing, built from the ground up to help organisations transform passive, one-time attendees into active participants and long-term advocates.
This guide aims to move beyond traditional marketing tactics to provide you with a strategic framework for authentic community building. We’ll explore how to listen, co-create and activate your community to foster deeper connection and drive sustainable growth.
Step 1: Listen before you speak: the power of insight
True connection begins with understanding. Before you launch a single campaign, investing time in listening and gathering insight is the best place to start. Ideally you’ll want to find out about your community’s needs, desires and emotional or physical barriers. This foundational step then informs every aspect of your future strategy and should help you create everything from branding and programming to communication.
A strategic start: stakeholder mapping
Who makes up your existing and potential community? Do you really know and understand them? The answer is almost always broader than you might think. Effective stakeholder mapping involves identifying all the groups and individuals who have a stake in your success. It should include something similar to the list below:
Local residents and community groups
Nearby businesses and their employees
Schools, colleges and universities in your area
Local government and public bodies
Existing members, donors and volunteers
Artists and creatives in your area
Your own teams/departments
Visitors /tourists
Mapping these stakeholders helps you understand the real breadth of your ecosystem and reveal new opportunities for partnership and engagement.
Host community listening sessions
Now we’ve identified who we want to hear from and ultimately serve, how do you find out what these groups actually want? You can ask them in a load of different and engaging ways.
Always aim to go to where they are both physically and digitally rather than asking them to come to you. Host informal coffee mornings at community spaces, attend existing community events and see if you can add to the programme or offer something to that audience in return for some insight, create simple online surveys (written ones in person are important too for communities who are not keen on or offay with digital interaction) and make sure to attend local council or community group meetings. The key is to be visible and present not just in your venue or attraction but where your communities hang out and get together already. Always aim to ask open questions and listen actively. What kind of cultural experiences are they loving or what experiences do they feel are missing? What would make them feel welcome in your space? What perceived or actual barriers are preventing them from engageing? This process is helpful data collection but also should be your first act of community building and a vital part of insightful change management.
Step 2: Co-create your communication strategy
Armed with this valuable insight, you can stop broadcasting messages at people hoping they see it and start having conversations with them to co-create a strategy that feels authentic - because it is. It reflects the values, views and language of the community you want to build, making your branding more resonant and your marketing more effective.
The benefits of community-led placemaking and marketing are huge and ensure that you build and maintain trust from your communities, that you foster a sense of shared ownership and that you create programming people are genuinely excited about.
Here’s a summary of how to put this into practice:
Define your brand through shared values: Use the insights from your listening sessions to define your brand values. If your community values inclusivity, curiosity, and boldness make sure to ensure your communication style, imagery and tone of voice reflect this. This commitment to community engagement and reflection should guide your entire organisational strategy.
Move from broadcast to meaningful and regular dialogue: Transform your communication channels into platforms for conversation. Instead of a newsletter that lists events, feature a community member's story or feedback they’ve shares. On social media make sure to engage - ask questions, reply and respond, start conversations and share user-generated content.
Be transparent: Share the 'why' behind your decisions. If you're changing your ticketing structure or launching a new fundraising campaign, explain the reasoning. This transparency builds trust and reinforces the idea that you are all in this together.
Step 3: activate your community champions
Within every community, there are natural champions and enthusiasts. These people are worth nurturing and involving whenever you can. They will be the people who ultimately help you spread the word, defend your organisation and encourage others to get involved. Your job is to identify, empower and equip them.
Identify: Who are the regulars who comment positively on every social media post or tag you in recommendations? The local teacher who always brings their class? The volunteer who gives their time so generously? Keep a record of these individuals.
Empower: Give them a sense of status and belonging. Create an "Insiders" or "Ambassadors" group. Offer them exclusive perks like early-bird booking, behind-the-scenes tours and involve them in community-based decision making where appropriate.
Equip: Make it easy for them to advocate for you. Provide them with a simple toolkit containing key messages, shareable images and a special discount code for their friends and family.
Activating champions can be a powerful low-cost marketing tactic that leverages the most credible voice there is: a recommendation from a trusted friend.
Conclusion: from transaction to transformation
Mastering community marketing is a journey of organisational transformation. It requires a shift in mindset - from the short-term goal of filling a venue to the long-term vision of becoming a vital cultural hub. By embedding listening, co-creation and meaningful connection into your core strategy you’ll be able to build organisational resilience and real loyalty for your brand.
This process often involves careful evaluation and a commitment from leadership alongside organisational change management. It can feel complex, but the rewards are well worth it.