How a Grassroots Marketing Campaign Could Save a Community Landmark

By Kim Holmes

March 18, 2025

The Community of Helensburgh recently rallied to save a beloved landmark, the Tower Arts Centre, from an uncertain fate when the current owner decided to sell the property. Driven entirely by volunteers, the community-led campaign has demonstrated how even small groups with the right marketing strategies can create a substantial impact.

Through the Accelerate Programme, our Senior Development Officer, Judith, has assisted the group with the Asset Transfer and community consultation. Judith supported the newly formed steering group in planning its steps to secure a future for the Tower. By looking at the key requests from the community after each stage of the community consultation, the team could tailor how they approached their marketing campaign.

At a recent event, we got to sit down with Henry from the steering group. He shared insights into how the team created a successful marketing plan for the campaign using very few resources but a lot of determination and mobilised the community to get involved. 

Building a Campaign from Scratch 

The “Save the Tower” campaign’s roots lay in necessity. With no formal training in marketing, the team initially relied on a mix of past experience and intuitive grassroots tactics. Henry, who has worked for 25 years at a global consumer goods company, applied principles from his corporate experience: “I wasn’t a marketer, but I worked closely with marketing teams, so I knew we’d need a strategy with purpose,” he explained. This background in business fundamentals laid the groundwork for their approach: define clear goals, communicate purposefully, and remain consistent in messaging. 

Yet, unlike a corporate team with budgets and resources, the “Save the Tower” team operate with minimal funds and rely on volunteer manpower. This limitation influenced their planning and encouraged an adaptive mindset. “You have to balance planning and doing,” noted Henry. “Too much time planning and you’ll never execute; too much time doing, and your actions might not have real impact.” 

Tapping into Local Networks and Resources 

Without the luxury of extensive training or dedicated software, the team quickly found that WhatsApp became their primary tool for planning. They organised different channels to discuss various campaign facets, from community engagement to funding applications, efficiently structuring work into “work streams” to avoid overwhelming people and duplication. “We’d have a team member responsible for each platform, like Facebook or Twitter, and we’d make sure that each person was doing what they were best at”. This decentralised approach gave the group flexibility and made it easier to mobilise quickly. 

Helensburgh’s network of pre-existing community relationships also played a pivotal role in the campaign’s momentum. Local businesses like Morrison’s and the Co-op offered them prime spots to set up outreach booths, and prominent spaces for banners and posters helped amplify visibility. By maintaining and expanding these relationships, they could integrate themselves into the daily lives of local residents, reinforcing the campaign message through multiple touchpoints. “You can’t just tell people once,” the team emphasised. “People need to see and hear the message multiple times, in different places, for it to really stick.” 

Making Social Media Count 

Social media emerged as a cornerstone of the campaign, particularly Facebook, where Helensburgh residents actively engaged in community groups. Early posts generated widespread excitement, attracting hundreds of shares and sparking conversations. This approach also allowed the team to tell the tower’s story incrementally, keeping the community updated on each milestone. 

The team was strategic in handling social media expenses. For the first seven months, they spent nothing on paid ads, instead relying on organic engagement to spread awareness. Only once the initial momentum started slowing did they decide to allocate a modest budget for selective paid posts, using Facebook’s insights to target under-reached demographics. “We learned where the gaps were in our audience and filled them with a few strategic posts,” one organiser explained, underscoring their intentionality with limited funds. In total, they have spent only a couple hundred pounds over the campaign. 

The Power of In-Person Connections 

While social media helped broaden reach, in-person interactions have solidified community support. Events at local markets and the town square brought people face-to-face with volunteers, allowing them to ask questions, share their own memories of the tower, and express their support. Volunteers valued these encounters not just for awareness but for the meaningful relationships they have cultivated with residents.  

One market stall event, held on a rare sunny day, proved especially impactful, with dozens of locals stopping by to chat and sign up for updates. “The sun shone, people were out, and we were able to talk to them directly,” said a volunteer. This one-on-one interaction became a grounding force for the campaign, making the cause feel personal and immediate for Helensburgh’s residents. 

Facing Unique Challenges: Engaging the Naval Community 

Despite these successes, one particular group has remained hard to reach: the local naval community. HM Naval Base Clyde, known as Faslane, houses thousands of naval personnel and their families. They have significant influence over the area’s culture and economy and have been hard to reach. Despite many attempts, the campaign so far has struggled to secure formal connections with the base’s leaders, who are seen as potential allies in making the tower a cornerstone of local family life. 

“It’s a unique challenge because the naval personnel are vital to our community, but engaging with them is difficult,” shared Henry. They continue to reach out, hoping to foster interest from this key group. Henry had a  piece of advice for any other community groups who are thinking of undertaking a similar venture, “have a focused approach: If you know there’s a demographic that’s challenging but holds potential, put concentrated effort there—it’s worth it.” 

Lessons Learned: Advice for Other Community Campaigns 

Reflecting on the campaign’s success to date, the “Save the Tower” team highlighted several strategies that helped them stay on track and achieve results. Their first piece of advice? Start small, learn, and adapt. “Get a good enough plan for today, don’t overthink it, and get started,” they advised, underscoring the importance of being proactive over perfect. 

They also emphasised the value of leaning on free resources and building partnerships with local organisations. The team’s strategy for months relied solely on word of mouth, social media sharing, and local connections. “Use every free tool and network available to you,” they recommended. They invested in paid advertising only after understanding their audience and refining their message. 

Moreover, they stressed the importance of authenticity. Being transparent about the campaign’s goals and the challenges they faced helped build trust. “People respond when they feel part of something real,” the team observed. “Be honest, show your personality, and let your passion shine.”  

Looking Ahead: Sustaining Interest for the Tower’s Future 

As they move into 2025, the team focuses on sustaining community interest and raising additional funds to support future maintenance. They aim to expand their outreach to the naval base, set up more in-person events, and explore additional grant funding opportunities. The team believes that while their methods may shift, consistent, community-centred engagement will remain the foundational strategy. 

As they push forward, the team hopes other community groups can draw inspiration from their journey. In their words, “Know your audience, start where you can, and be relentless.” This approach, they believe, can empower any small group to achieve significant results, proving that with creativity and commitment, even the tightest of budgets can yield a winning campaign. 

As we published this article, the Save the Tower project was just featured on STV News at 6 pm. You can watch the full interview here.