Marketing the Bigger Picture: When the Story Is Larger Than a Campaign

Not every marketing project is trying to sell something tomorrow; some initiatives are aimed at long-term growth and community engagement.

April has been a good reminder of that, showcasing how strategic planning can lead to meaningful developments over time.

At Aberystwyth Town FC, one of the significant developments this month has been the formal planning application for the proposed redevelopment of Aberystwyth University Park Avenue Stadium. This application was submitted in April following extensive planning and consultation with various stakeholders.

A project like that requires a very different communications mindset from promoting a match ticket or selling a shirt, as it involves conveying a vision rather than a simple transaction.

You're communicating change, which is often met with a range of emotions and reactions from the community.

And people react differently to change; understanding these varied responses is crucial for effective communication.

Some get excited about the possibilities that change can bring, while others may have reservations or concerns.

Some immediately want more information to understand the implications of the change on their lives.

Some want to understand what it means for them personally, seeking clarity on how the redevelopment will impact their experience at the stadium.

Some will have concerns that need to be addressed, highlighting the importance of transparency in communication.

The job of communications is therefore not simply to make something look exciting; it is to make something understandable and relatable to the audience.

That applies to businesses too, where effective communication can significantly influence public perception and engagement.

I've worked with companies where months of development have gone into a new product or service, only for marketing to be considered a few days before launch, which can lead to missed opportunities.

At that point, somebody gets asked to "put something on Facebook," which is often too little, too late for a successful campaign.

Marketing needs to be involved much earlier in the process to ensure alignment and clarity.

What are we doing? It's essential to define the project clearly from the outset.

Why are we doing it? Understanding the motivation behind the project can help shape messaging and strategy.

Who is it for? Identifying the target audience is critical for tailoring the communication effectively.

Why should they care? Highlighting the benefits and relevance of the project can drive engagement.

What questions are they likely to ask? Anticipating inquiries can help in preparing comprehensive responses.

What action do we eventually want them to take? Defining the desired outcome helps in crafting a clear call to action.

That same thinking continues to influence the commercial work I've been doing at the club, ensuring that all efforts are interconnected.

The website launched in February, but we're continuing to build around it rather than considering the job finished, as ongoing development is crucial for sustained success.

Sponsorship, tickets, events, memberships, the club shop, and content all need to form parts of the same ecosystem to create a cohesive experience for fans.

This is probably one of the biggest ways my own marketing thinking has evolved, moving from isolated projects to a more integrated approach.

A few years ago I might have looked at each output as its own project, treating them as standalone efforts without considering their interconnections.

Website. Each piece was viewed in isolation rather than as part of a larger strategy.

Social campaign. Now, I recognize the importance of synergy between different marketing channels.

Email. Each communication must work in concert with others to maximize impact.

Event. Events should be integrated into the broader marketing narrative.

Advert. Advertising efforts need to support and enhance other marketing activities.

Now I increasingly think about systems, understanding that each element plays a role in the larger picture.

What feeds what? Understanding the flow of information and engagement is crucial for effective strategy.

Where does somebody enter? Identifying the entry points for engagement helps in optimizing the user journey.

Where do we want them to go next? Mapping out the desired pathways can enhance the effectiveness of marketing efforts.

How do we know whether something worked? Establishing metrics for success is essential for evaluating performance.

And what do we learn that makes the next campaign better? Continuous improvement should be the goal of every marketing initiative.

The most effective marketing isn't necessarily the campaign that creates the loudest week; rather, it's often the work that quietly makes every campaign afterwards perform better.

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