At Mendoza, we think of community as the place where creativity meets connection. It’s a core value that means we pay attention to the needs of those around us, support local organizations whose missions align with our ethics, and maintain meaningful relationships. It’s also where the magic happens.

“It’s our way of connecting with the community and directly marketing within the community.”

Enter: Community News Vine. It’s a database we created that’s basically like a media list for grassroots initiatives – where traditional media meets community outreach. Emily Hind, Mendoza’s Integrated Media Specialist, explains that it’s “our way of connecting with the community and directly marketing within the community.”

In simple terms, we dip into our roster of nearly 200 trusted, community-based organizations to market for us with the help of resources we provide. These organizations are carefully researched, selected, and engaged so that we can be sure the campaign aligns with their missions. In some cases, we have nurtured the relationship with these organizations for decades, achieving a level of understanding and complicity that generates valuable efficiencies and possibilities for our clients.

“So much of what we do can be sensitive, so you have to think about how to do it more authentically.”

Mendoza’s Media Director, Dalia Ayala, says, “So much of what we do can be sensitive, so you have to think about how to do it more authentically. How do you do this in a way that’s going to make a bigger impact or a bigger difference?” For example, a campaign about drug abuse resources would be well-suited for promotion at a local nonprofit rehab.

We’ve found that the impact of this tactic can be much greater than traditional media avenues. Think about it – are you more likely to bite on an ad because of a poster at a bus stop, or the endorsement of a friend? These organizations play that trusted role. They act as nano-influencers for our clients’ initiatives.

Marketing trends have been skewing this way on a larger scale for most of the 2020s, thanks to hyper-specific algorithms and technological advancements. McKinsey states, “We have entered a new era in which further shifts in technology and consumer behaviors are making it possible for marketers to connect with consumers in their communities and generate much more emotional resonance.”

“Sometimes it helps to be contacted or reached by an organization that you trust.”

Dalia says tapping local organizations for the appropriate outreach “can be viewed as a more authentic appeal… especially for some at-risk groups. Sometimes it helps to be contacted or reached by an organization that you trust.” It also allows us to target groups very specifically by race, sexuality, primary language, health needs, and more by researching and selecting appropriate communities for a mutually beneficial exchange.

The goal is not a high number of impressions; it’s a small number of more influential connections. You might not reach as many people as with programmatic media, but the people you do reach are more likely to take action. The channels each organization uses to leverage these campaigns depends on the resources they already have such as websites, social media, in-person events, office spaces, newsletters, and sometimes even local newspapers.

“Other messaging, the target demographic may not see. This is face-to-face marketing.”

“Other messaging, the target demographic may not see. This is face-to-face marketing,” Emily explains. When it comes to spreading a message, we’re always thinking of ways that build trust, spark conversations, and actually matter to people. Community isn’t just a buzzword – it’s the neighborhood potluck of brand building. We all bring something to the table.