Chris, our Director of Communication, recently presented a session on marketing fundamentals to members of the Downtown Frederick Partnership. We’re sharing highlights from his presentation to help organizations of all sizes strengthen their marketing efforts—whether you’re managing one location or overseeing teams across multiple offices.
Between leadership responsibilities, operations, customer experience, and internal communication, marketing can easily feel like “one more thing” on an already full plate. The good news? Effective marketing doesn’t have to be complicated, expensive, or time-consuming. The most successful organizations—large and small—start with the same foundational principles.
Know Who You Are
Before you post, print, or promote anything, ask yourself:
- What makes our organization different?
- Why do clients, customers, or partners continue to choose us?
What outcomes or experiences are people most likely to recommend?
Try this formula:
We help [who] achieve [what benefit] through [what makes us different].
This is your value proposition—the foundation that keeps messaging consistent across teams, locations, and channels.
Know Your Audience
You can’t market to everyone. Effective marketing occurs when businesses understand and prioritize their key audiences. Use tools you already have to learn who your audience is, what their pain points and motivations are, and how you’re uniquely positioned to provide them with solutions.
- CRM / Sales data: Who engages most frequently or delivers the highest lifetime value?
- Surveys & feedback: What do people consistently praise—or ask for more of?
- Analytics: Where is traffic coming from, and what content resonates most?
Make It Easy to Find You
Your goal here is discovery. If people can’t find you, they can’t engage with you.
- Google Business Profile: Keep hours updated, add photos, respond to reviews
- Website: Mobile-friendly, clear, fast, with obvious calls to action
- Social Media: Updated bios, consistent branding, clear next steps
- In-Person Presence: Use your storefront like a billboard (QR codes, promos, etc.) to reinforce your message
- Partnerships: Collaborate with other businesses or nonprofits to cross-leverage audience and amplify impact
Be Memorable
Awareness gets you noticed. Memorable experiences build trust and loyalty.
- Keep branding consistent across departments and locations
- Humanize your organization—show the people behind the work
- Share stories that reflect your values, culture, and impact
Pro tip: Tell people what they want to know—not just what you want to say.
Ready to level up your marketing efforts? Check back for part two!