As we, at Vya, have been working through the COVID-19 crisis, supporting the marketing and communications needs of our clients and developing our own marketing and messaging, we have learned from, and continue to reference, many useful resources. Here is a list of what I have found to be the most helpful resources for marketing during the coronavirus pandemic.
Message Mapping
Developed by Dr. Vincent T. Covello, founder and Director of the Center for Risk Communication, the Message Map is an extremely helpful tool for developing both your internal and external on-going communications.
https://www.orau.gov/cdcynergy/erc/content/activeinformation/resources/Covello_message_mapping.pdf
Harvard Business Review
HBR is offering their coronavirus coverage free for all readers. They cover a full suite of business topics including Marketing.
You can see the full list of free articles here: https://hbr.org/insight-center/coronavirus
I especially found helpful this article where they explain their “HEART” framework of sustained crisis communication : https://hbr.org/2020/04/ensure-that-your-customer-relationships-outlast-coronavirus
Edelman Trust Barometer
On March 26th, Edelman completed a 12- market study on brand trust and the coronavirus pandemic. The special report, available here, https://www.edelman.com/research/covid-19-brand-trust-report , provides clear data, from a trusted source, on what consumers expect from brands during this time.
Ad Age
Ad Age has published a tracking list which they are updating regularly to capture the latest actions that major brands are taking. I have found it to be a key resource for keeping up-to-date and in some cases a source of inspiration.
Bank Industry
The American Bankers Association has created a dedicated coronavirus response page for providing banks with a range of resources as they respond to the pandemic. https://www.aba.com/banking-topics/risk-management/incident-response/coronavirus . One of those resources is an alphabetical list of how banks across the nation are responding in service to their customers and communities. https://www.aba.com/about-us/press-room/industry-response-coronavirus
Franchise Industry
The International Franchise Association has created a coronavirus update page for providing resources and information to their members. https://www.franchise.org/coronavirus One initiative which I thought was particularly creative and thoughtful is their collaboration with trucking associations. The IFA is helping to promote restaurant franchises that are able to provide food service to truck drivers – a challenge since trucks can’t fit through most drive-thrus. https://www.franchise.org/franchise-information/people-news-events/Foodservice-Franchises-Accommodating-Truck-Drivers-During-Pandemic
I hope you find these marketing resources useful. If you’d like to share how your company is responding to the pandemic, or if you have found helpful marketing resources that you would like to share, please use the comments section. It’s been encouraging to see the kindness and creativity that has been generated through this time and we look forward brighter days ahead.
