The document discusses a new community marketing organization that focuses on developing individual relationships through one-to-one marketing, being part of communities through one-to-few marketing, and developing awareness through one-to-many advertising. It proposes a strategy of dividing the entire audience into multiple communities to eventually cover the entire market.

1. COMMUNITY MARKETING
®

2. The new organization
of Marketing & Communication
Create the “individual” relationship with people
One
to One
Be part of the “community”
One to Few
One to Many
Street Marketing, Public Relations, social media, events,
Internal, financial communication
Develop the awareness or promote
a simple message
Advertising, sponsorship

3. « I AM MYTH »

4. « I AM NOT JUST A
NUMBER »

5. A community ?
A group, to which,
members with the
same values have
chosen to belong
freely

6. A complex and self
regulated system,
endowed with a
powerful collective
mind

7. WATER LILIES’
STRATEGY
Divide all the
audience into several
communities to cover
the whole market in
the end.