Launch Ready · Session 6 of 8
Marketing on a Community Budget
Your brand story, low-cost marketing, and turning customers into regulars
Launch Ready · Session 6 of 8
Marketing on a Community Budget
Your brand story, low-cost marketing, and turning customers into regulars
Toronto Public Library · York Woods Branch
Entrepreneur in Residence · Fall 2026 · Leo Bailey
© 2026 Fresh Wind Consulting. All rights reserved.
Session 6
Today's session
1
Your brand story in plain language
2
Marketing that costs little or nothing
3
Turning first customers into regulars
You leave with
Your brand message and a 30-day marketing plan
Launch Ready · Session 6 · Marketing on a Community Budget
© 2026 Fresh Wind Consulting. All rights reserved.
Core idea
People buy from people they know, like and trust.
Launch Ready · Session 6 · Marketing on a Community Budget
© 2026 Fresh Wind Consulting. All rights reserved.
Brand story
Your brand story has three parts
1
Who you serve
A specific person with a specific need.
2
What changes for them
Life after they buy from you.
3
Why you
Your roots, experience and reason for starting.
Launch Ready · Session 6 · Marketing on a Community Budget
© 2026 Fresh Wind Consulting. All rights reserved.
The formula
I help [who] get [what] so they can [result].
Example: I help busy parents in North York get healthy Caribbean meals so they can eat well without cooking every night.
Launch Ready · Session 6 · Marketing on a Community Budget
© 2026 Fresh Wind Consulting. All rights reserved.
Your turn · 8 minutes
Pen and paper · use your handout
Craft your message
- Fill in the three brand story boxes
- Write your one-line message using the formula
- Read it to a neighbour
- Rewrite it once based on their face
If your neighbour can repeat it back, it works.
Launch Ready · Session 6 · Marketing on a Community Budget
© 2026 Fresh Wind Consulting. All rights reserved.
Low-cost marketing
Marketing that costs little or nothing
1
Word of mouth
Your best customers, telling their people.
2
Community partners
Churches, salons, barbershops, community centres.
3
Local events
Markets, festivals, library programs.
4
Free listings
A Google Business Profile, covered in Digital Edge.
Launch Ready · Session 6 · Marketing on a Community Budget
© 2026 Fresh Wind Consulting. All rights reserved.
Partnerships
How to approach a community partner
1
Pick partners who serve your customer. Same people, different need.
2
Offer something first. A discount for their members, a sample, a workshop.
3
Make a small, clear ask. A flyer on the counter, a mention, a shared event.
4
Follow up and say thank you. Share results. Partnerships grow from trust.
Launch Ready · Session 6 · Marketing on a Community Budget
© 2026 Fresh Wind Consulting. All rights reserved.
Keep them coming back
From first customer to regular
5
Refer a friend
4
Come back
3
Follow-up
2
Thank you
1
First purchase
Launch Ready · Session 6 · Marketing on a Community Budget
© 2026 Fresh Wind Consulting. All rights reserved.
Referrals
Make referrals easy
Ask at the happy moment
Right after they say 'this was great'.
Make it simple
A card, a link, or 'just send them my number'.
Say thank you
A small reward or a personal thank-you.
Launch Ready · Session 6 · Marketing on a Community Budget
© 2026 Fresh Wind Consulting. All rights reserved.
30-day plan
A simple 30-day marketing plan
| Week | Focus | Example action |
|---|---|---|
| 1 | Tell your circle | Message 20 people you know about your business |
| 2 | One partner | Approach one church, salon or community group |
| 3 | Show up | Table at one local event or market |
| 4 | Ask for referrals | Ask every happy customer to tell one person |
Launch Ready · Session 6 · Marketing on a Community Budget
© 2026 Fresh Wind Consulting. All rights reserved.
Commit · 3 minutes
Pen and paper · use your handout
Choose your three actions
- Pick one action for weeks one to three
- Write a date beside each
- Tell your neighbour your first one
Saying it out loud makes it far more likely to happen.
Launch Ready · Session 6 · Marketing on a Community Budget
© 2026 Fresh Wind Consulting. All rights reserved.
Take home
What you are leaving with
Your one-line brand message
Three low-cost marketing actions with dates
A plan to turn customers into referrals
Next week
Selling with Confidence
Questions? Book a one-on-one session.
Launch Ready · Session 6 · Marketing on a Community Budget
© 2026 Fresh Wind Consulting. All rights reserved.
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Session 6
Today's session
Your brand story in plain language
Marketing that costs little or nothing
Turning first customers into regulars
You leave with
Your brand message and a 30-day marketing plan
Core idea
People buy from people they know, like and trust.
Brand story
Your brand story has three parts
Who you serve
A specific person with a specific need.
What changes for them
Life after they buy from you.
Why you
Your roots, experience and reason for starting.
The formula
I help [who] get [what] so they can [result].
Example: I help busy parents in North York get healthy Caribbean meals so they can eat well without cooking every night.
Your turn · 8 minutes
Pen and paper · use your handout
Craft your message
- Fill in the three brand story boxes
- Write your one-line message using the formula
- Read it to a neighbour
- Rewrite it once based on their face
If your neighbour can repeat it back, it works.
Low-cost marketing
Marketing that costs little or nothing
Word of mouth
Your best customers, telling their people.
Community partners
Churches, salons, barbershops, community centres.
Local events
Markets, festivals, library programs.
Free listings
A Google Business Profile, covered in Digital Edge.
Partnerships
How to approach a community partner
Pick partners who serve your customer. Same people, different need.
Offer something first. A discount for their members, a sample, a workshop.
Make a small, clear ask. A flyer on the counter, a mention, a shared event.
Follow up and say thank you. Share results. Partnerships grow from trust.
Keep them coming back
From first customer to regular
Refer a friend
Come back
Follow-up
Thank you
First purchase
Referrals
Make referrals easy
Ask at the happy moment
Right after they say 'this was great'.
Make it simple
A card, a link, or 'just send them my number'.
Say thank you
A small reward or a personal thank-you.
30-day plan
A simple 30-day marketing plan
| Week | Focus | Example action |
|---|---|---|
| 1 | Tell your circle | Message 20 people you know about your business |
| 2 | One partner | Approach one church, salon or community group |
| 3 | Show up | Table at one local event or market |
| 4 | Ask for referrals | Ask every happy customer to tell one person |
Commit · 3 minutes
Pen and paper · use your handout
Choose your three actions
- Pick one action for weeks one to three
- Write a date beside each
- Tell your neighbour your first one
Saying it out loud makes it far more likely to happen.
Take home
What you are leaving with
Your one-line brand message
Three low-cost marketing actions with dates
A plan to turn customers into referrals
Next week
Selling with Confidence
Questions? Book a one-on-one session.
© 2026 Fresh Wind Consulting. All rights reserved. Shared with Launch Ready participants for personal use. Please don’t copy, republish or resell.