ICYMI— Mission Marketing: Integrating Your Mission into Branding & Marketing Strategies
By: Libby Cain and Charva Ingram
Every business owner has probably heard of a mission statement, but have you heard of Mission Marketing? August’s Bank & Brews workshop was all about just that— integrating your company’s values, goals and mission into your brand and marketing strategy.
First things first, does your company have a defined mission or set of values? If you’ve struggled with this, there are a few things to remember:
- Your mission is so much more than just a statement. It should provide direction for every aspect of your business based on your values—from day-to-day operations to achieving your long-term goals.
- Your employees are a valuable asset in defining your mission and values. Ask them what they love about working at your business or what they think sets your company apart.
Once you’ve determined what your business is truly about, it’s time to strategize how you will make it a part of your brand.
A great example of this is Subaru’s Love Campaign. Subaru created an entire campaign on what they, and their customers, love—life, outdoors, pets, and their Subaru vehicles. With this insight Subaru created memorable commercials. In this commercial, a father’s love for his little girl is shown as he hands her the keys to the family Subaru.
For the Heart o' Texas Fair & Rodeo, their mission is to produce events for education, entertainment, and agriculture that support youth scholarships. The 2019 H.O.T Fair theme is Building Bigger Dreams, and by hosting the Fair & Rodeo, they can do just that! In 2019 they have awarded over $150,000 in scholarships to Central Texas students.
The H.O.T. Fair & Rodeo is composed of several different pieces including live entertainment, rodeo events, carnival rides and a livestock show. While each facet of the event is different, H.O.T. still incorporates their mission and values into each piece.
By recognizing your mission and how your business can positively impact others, you can use Mission Marketing to show the public what you care about. In turn, your audience will see why they should care about you! By aligning values, your audience is that much more likely to appreciate and be a customer of your business.
Information about Bank & Brews
In partnership with Start Up Waco, Bank & Brews is designed for anybody who wants to learn more about starting or growing a business! These monthly events are free and hosted at Hustle Co-working space. Visit Extraco’s Facebook page to learn more about upcoming Bank & Brews!
About Extraco Banks®
Extraco Banks and its affiliate companies are dedicated to building people, businesses and communities. Since the Great Recession, Extraco has extended over $2.5 billion in loans to 25,000 customers, while financially supporting over 1,275 community organizations working to create economic vibrancy, job growth and overall quality of life to our communities across central Texas. Founded as a cotton warehousing company, Extraco, at $1.5 billion in assets, is the largest and most comprehensive locally owned bank between Dallas and Austin, serving over 120,000 customers’ banking, mortgage, insurance and wealth & trust needs with creative and innovative excellence. Learn more at: https://www.extracobanks.com/.
