Living Organism

Following up on yesterday’s post about the Buy Local movement and Baltimore Main Streets, we wanted to pass along some of our thoughts on marketing a cause.

It would be great if every good cause spread organically, based on nothing other than the fact that it’s worthwhile. And it’s easy, sometimes, to think that a good cause will in fact market itself. Unfortunately, that’s rarely the case.

The truth is that something like Buy Local needs a solid set of creative, design, and PR strategies as much as any product or service. Maybe even more so.

Here at Vitamin, we’re a perfect target audience for an idea like Buy Local. We care about our community and we try to be socially responsible and civically engaged. Yet we’re the first to admit that this was a case where we weren’t completely motivated to real action until we saw the Buy Local case laid out before us in an intelligent, thoughtful, creative manner. The marketing not only worked, it mattered.

Whatever it is you’re passionate about, chances are there are hundreds and maybe thousands of people out there who feel the same way but simply don’t know where or how to focus their energy. Some of them will find you on their own. Most of them need you to do the finding.