Brand Aid
At a high level, the channels where companies and institutions may generate more brand awareness include digital (website, mobile, social media), broadcast (television and radio), print (newspaper, magazines, other publications), referral (word-of-mouth, grassroots efforts, influencers), events and collateral (brochures, promotional items, trade shows, sponsorships), public relations (earned media, relationship building), and outdoor (billboards, store signs, transit posters, installations). In terms of determining strategies and identifying the most effective channels, go back to your customers to learn how they first heard of your brand and which touch points resonated with them. Conduct different tests to see what campaigns bring on new customers, and carefully measure the return on your marketing spend from different sources so that you can increase your budget based on which efforts are the most profitable or raise the most funds for your organization.