Marketing Communications Strategy + Implementation
When success is closely tied to broad community support and stakeholder participation, a focused strategic communications plan is non-negotiable.
M. Hensley Consulting was engaged to lead all communications strategies and tactics needed to bring Midlanders along on a potentially life-changing journey. The team, led by Melissa Hensley, developed an integrated communications campaign to raise awareness, keep all stakeholder groups engaged, and help break down siloes that had existed across the community for decades.
The team started by clearly defining each target audience—Midland-area citizens, public entity leadership, potential funders, area business leaders, and workforce and business leaders outside Midland—and creating laser-focused communications objectives for each.
Next, we developed a message platform tied directly to the objectives, communicating the narrative that Priority Midland was more than just a moment in time. This was a movement requiring the same courage and audacity of the wildcatters who believed they could create an oasis in the middle of the west Texas desert so many lifetimes ago.
This foundation was then leveraged across media relations, social media, digital communications, community events and meetings, and a word-of-mouth campaign to create an engaging feedback loop that both motivated and created avenues for all stakeholder groups to help shape their community’s future.