Having recently started working in the co-operative movement, I have noticed that co-operatives are good at promoting themselves among themselves, but often forget the wider public. Before I started working at Co-operative News, I only associated the movement with the Co-operative Group, and had no idea that there were more than 5,000 co-ops of various sizes in the UK.
However the more I learned about them, the more I wanted everyone else to as well. To me, co-ops, mutuals, credit unions and social enterprises are the solution to the current economic and political crisis. I believe that businesses need to be responsible, to think about consequences and put people over profit. Co-operatives and credit unions have been resilient throughout the financial and economic crisis, which shows that it is possible to be successful and ethical in business.
Here are my tips to help better promote your business, as well as the co-operative and ethical business model.
Tell your story
Make sure you have a well maintained, easy to navigate website. It is a crucial customer-facing marketing tool; this is how the majority of your new customers will find you – and first impressions count. Use your website to tell your story, what your company's achievements have been and what you are aiming to do in the future.
Form a social connection
Set up a Facebook page or Twitter account, or both, and form social connections with your customers and other people connected to your sector. Social enterprises, co-operatives, mutuals and credit unions all have many things in common. There are also thousands of people interested in ethical and social issues, so find your organisation's champions. Keep everything light and conversational.
Connect with emotions
You should also be aiming your communications at the increasingly disillusioned public and letting them know that there is an alternative. Start by telling your local papers, radio and television about the positive impact your work has been having on the community. It's all very well hearing from your managing director or chief executive about profits and quarterly figures, but the real stories are about the people whose lives have been changed by your actions. Whether this is creating new employment opportunities for the disadvantaged or providing a service to your community, these are the stories that will resonate and help reinforce a positive image for the movement.
Position yourself as an alternative
6Towns Credit Union is a prime example of how successful positioning yourself as an alternative can be. 6Towns operates in one of the most socially deprived areas of the country. Its founders had become worried by the increasing number of pay-day loan companies and high-interest providers in their community. So they decided to launch their own pay-day loan at a capped 26.8% APR.
The local radio covered the loans on their breakfast radio show, with a recorded interview with someone who had used the credit union and a live piece with one of the directors. BBC West Midlands featured them on the midday news and their Inside Out programme, and on several occasions for live interviews since.
Following this publicity, 6Towns had a surge of new members, glad of an alternative to the traditional banks and the high-interest pay-day loans.
Annie Warren is Co-operative relations manager for the Co-operative News, the Global News Hub for co-operatives. To connect with Annie, email: annie@thenews.coop; telephone 0161 214 0872; or follow on Twitter: @coopnews_annie
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