This month one the most prominent American brands, Anheuser-Busch was acquired by Belgium-based brewer, InBev. The planned acquisition spurred weeks of protest from the St. Louis community, civic leaders and brand-loyal Americans across the country. The protests were so great, InBev ensured its offer included terms designed to reassure all stakeholders that it would take steps to preserve the A-B brand.

One of the reasons the Greater St. Louis community was so invested in the topic of the acquisition was the role that A-B has established in the community over the years. In addition to the advertising that A-B is famous for and the economic support A-B provides to worthwhile causes around the region and the nation, the brewer has a continuing relationship with the St. Louis community through support of local institutions, universities, sports programs and much more.

A-B’s place in the St. Louis community is an excellent example of how important community outreach is to a company’s communications plan and to the impact that loyalty resulting from that outreach can have on a company. At TVG, we work with a variety of companies to support their marketing, advertising and PR with targeted community outreach programs.

In order to maintain visibility and an identifiable and recognizable image in the cities in which you do business, it is important for company leaders and employees themselves to become active participants in community organizations and activities in the region.

When developing a community outreach plan you must determine the appropriate relationships for your company and line of business. Possible venues include education institutions, professional societies, and local civic or business organizations.

Targeted involvement and philanthropy helps build your external image, reinforce your brand, strengthen relationships with other business and civic leaders, boost your recruiting and support employee morale and professional development.

This community outreach element is often pushed aside for expensive advertising, but no brand can fully connect with its customers if it doesn’t get involved in their community and daily lives.

Contact us at tvg@vandivergroup.com or send comments to blog@vandivergroup.com.