The Benefit of Using Real Constituents in Marketing Imagery for Municipalities

In today's world of constant connectivity, authentic storytelling has become an essential component of effective marketing. For cities and municipalities, utilizing real constituents in marketing imagery is not just a trend; it's a powerful strategy that can foster community engagement, build trust, and enhance the overall image of your city or town. As communications managers and marketing directors, understanding the value of this approach can transform the way you connect with your audience and promote your community.

Here, a woman waves to a friend at the new təməsew̓txʷ Aquatic and Community Centre - which I photographed for the City of New Westminster, B.C., and hcma, the architecture firm who designed this new pool and recreation facility.

Authenticity Resonates

People are bombarded with marketing messages and images every day, and in this era, authenticity stands out. Real constituents bring genuine emotion and relatability to marketing imagery that stock photos simply cannot match. When people see images of their neighbors, friends, and family members in promotional materials, it creates a sense of familiarity and trust.

Authentic images of real constituents going about their daily lives, participating in community events, or enjoying local amenities resonate more deeply with your audience. They tell a story that is unique to your community, highlighting its character, diversity, and spirit. This authenticity can make your marketing campaigns more relatable and memorable, encouraging residents and visitors alike to engage more deeply with the content.

British Columbia Institute of Technology students study together at the new Beedie BCIT Plaza outdoor community space in Burnaby, B.C.

Building Community Pride

Featuring people who actually live, work and play in your community in marketing imagery can instill a sense of pride and belonging within a city. When people see themselves and their peers represented in city promotions, it reinforces the idea that they are an integral part of the community's identity. This inclusivity can strengthen community bonds and foster a collective sense of pride in the area.

For cities and municipalities, this sense of pride can translate into increased civic engagement and participation. Residents who feel valued and recognized are more likely to get involved in community initiatives, attend local events, and advocate for their city. This active participation can have a positive impact on the overall vibrancy and cohesion of the community.

A family enjoys the lunar new year event in the South Granville outdoor gathering space in Vancouver, B.C.

Showcasing Diversity

Cities and municipalities are often melting pots of cultures, backgrounds, and experiences. Using real constituents in marketing imagery allows you to authentically showcase this diversity. Representing a wide range of ages, ethnicities, and lifestyles in your visuals can highlight the inclusivity and multiculturalism of your community.

Diverse imagery sends a powerful message that everyone is welcome and valued. It reflects the true makeup of the community and can attract a broader audience by showing that the city is a place where people from all walks of life can thrive. For marketing directors, this approach can enhance the appeal of the city to potential residents, businesses, and tourists looking for a vibrant and inclusive environment.

Enhancing Trust and Credibility

Trust is a crucial element in any marketing strategy, and it is particularly important for governments and municipalities. Using real constituents in your imagery can enhance the credibility of your marketing efforts. Authentic photos provide a transparent and honest representation of the community, helping to build trust with both current residents and potential newcomers.

When people see high quality, real images of their community, they are more likely to believe in the authenticity of the message. This trust can be pivotal in various aspects, such as attracting new residents, encouraging local tourism, and garnering support for municipal projects. Trustworthy imagery can also aid in crisis communication, where transparent and honest visuals are essential to maintaining public confidence.

Members of the community enjoy the spa at the new Minoru Centre for Active Living in Richmond, B.C.

Personalizing Your Brand

Every city or municipality has its own unique brand, and real constituents are a key part of that identity. By featuring residents over paid actors or models in your marketing imagery, you can personalize your brand and make it more relatable. This personalization can help differentiate your city from others, highlighting what makes it special and worth visiting or living in.

For communications managers, this means crafting a visual narrative that reflects the values, culture, and personality of the community. Whether it's showcasing local festivals, highlighting public services, or celebrating achievements, using real people in your imagery can create a more compelling and personalized brand story. This approach can resonate more strongly with your audience, making your marketing efforts more effective.

Encouraging Word-of-Mouth Promotion

When real constituents are featured in marketing materials, they are likely to share these images with their networks. This organic sharing can amplify the reach of your marketing campaigns and encourage word-of-mouth promotion. When residents feel proud of their representation in high quality, professional photographs and ad campaigns, they become ambassadors for the community, spreading positive messages to friends, family, and social media followers.

This word-of-mouth promotion can be incredibly valuable, as personal recommendations are often more trusted than traditional advertising - now more than ever. By leveraging the power of real constituents, you can create a ripple effect that extends the reach of your marketing efforts and enhances the overall perception of the city.

Highlighting Community Initiatives

Real constituents vs. paid actors or models can bring a human element to the promotion of community initiatives and public services. Whether it's a new public park, a recycling program, or a community health initiative, featuring residents in your marketing imagery can make these programs more relatable and accessible. Seeing familiar faces participating in and benefiting from these initiatives can encourage broader community involvement and support.

For municipalities, this approach can be particularly effective in communicating the benefits and impacts of public projects. Real-life testimonials and visuals of residents engaging with community services can provide a powerful endorsement and encourage others to take part.

Members of the community take a selfie in the new common area within the təməsew̓txʷ Aquatic and Community Centre in New Westminster, B.C.

How to find willing members of the public and gain consent for these types of images? Here’s my approach:

As a professional photographer, my personable and friendly approach to photographing real people is what sets my efforts apart and allows me to create world class marketing images from real events, using real members of the public. By creating a comfortable and relaxed environment, and spending the time to get to know my subjects and gain their trust in order to photograph them authentically, I am able to capture genuine expressions and interactions that reflect the true spirit of your community. This approach not only results in more authentic and relatable images but also makes the constituents feel valued, heard and appreciated. My naturally calm and encouraging demeanor helps all my subjects feel at ease - whether they are experienced actors, or a real person attending a community event. This approach allows all my subject’s natural personalities to shine through, which enhances the overall quality and impact of the marketing imagery. This personal touch helps to build stronger connections with the audience, making the community's story more compelling and engaging.

Conclusion: Embracing Authenticity

Incorporating real constituents into marketing imagery is a powerful strategy for cities and municipalities. It brings authenticity, builds community pride, showcases diversity, enhances trust, personalizes your brand, encourages word-of-mouth promotion, highlights community initiatives, and benefits from a photographer who is skilled at using a personable and friendly approach to create the highest quality images possible. By embracing this approach, communications managers and marketing directors can create more engaging and impactful marketing campaigns that truly resonate with their audience.

As a professional photographer, I am passionate about capturing the unique stories of communities through authentic, high-quality photography. My approach is calm, confident, and encouraging, aimed at showcasing the true spirit of your city. Let me help you tell your community's story, one genuine image at a time.