Robin: Hello and welcome to this addition of Brandonomics and inside look at top brands and their marketing strategies. I’m Robin Tooms, VP of Strategy at Savage Brands. And my guest again is Sara Heald, Development Director at Air Alliance Houston. So Sara welcome back to Brandonomics.
Sara: Thanks for having me Robin.
Robin: Well great. So let’s talk about Air Alliance Houston again which of course is an organization here. And like many organizations you have the challenge of talking with so many different stakeholders. You have the people in the community and all the sponsors and donors and policy makers. So from a branding standpoint that’s a really big challenge. I want to know how you’re addressing that.
Sara: ¬Well me made the mistake for many years of only having one message for all these groups and recently we spent a lot of time strategizing on how to connect with all these groups. Different audiences deserve different messaging and now we have all that done.
Robin: Yeah. So give me an example of how I might see this in action.
Sara: Sure. We’re really proud of our social media platforms which include Twitter, Instagram, Pinterest and Facebook. And the way that we’re managing those is that we found that we kind of interact with different audiences on each one and we tailor the messaging to make it appropriate for that audience. We found that on Twitter we connect very well with policy makers, regulatory agencies and science based members of our community. Whereas on Facebook we interact with a lot of the moms. On our Instagram account we of course connect with a lot of Houston’s youth. And our Pinterest account offers opportunities to connect with people that might be looking to come at air quality from maybe a more playful perspective. Maybe how air quality effects their gardening or home improvement or inside indoor air quality.
Robin: So the way that you’re describing each of these as channels you know the audience so you kind tailor the messaging for each based on this overegging messaging strategy you’ve put in place?
Sara: Yes. That’s right.
Robin: Okay well great. Well thank you for walking us through that.
Sara: ¬Thank you.
Robin: This has been another addition of Brandonomics an inside look at top brands and their marketing strategies.
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