Elisa Love 8/22/25 Elisa Love 8/22/25

In Uncertain Times, Visibility Matters—And So Does Community

It all begins with an idea.

Marketing in Uncertain Times: How to Stay Visible and Invest Strategically

Marketing is often one of the first things businesses think about cutting when things get uncertain. Budgets tighten. Plans shift. And the instinct is to go quiet. Pause the ads. Stop the outreach. Wait until things feel more stable.

But here is the truth. Silence can cost more than it saves.

When you stop showing up, people stop seeing you. Trust fades. Momentum slips. And once that happens, rebuilding takes longer and costs more than staying steady ever would have. That does not mean doing more just for the sake of it. It means showing up with intention. And often, that starts with community.

Community engagement is not just a feel-good extra. It is strategy. It is brand. It is visibility that builds real trust, not just clicks. When you partner locally, share generously, and connect with your audience in meaningful ways, you stay relevant. You stay remembered.

This blog walks through how to do just that.

We will look at lessons from brands like Kellogg’s during the Great Depression, from businesses right here in Mesa County during the pandemic, and from leaders across Colorado who used connection and community to weather hard times with purpose.

Whether you are a solo creative or a small team trying to stretch a tight budget, I hope this gives you something useful and something hopeful to move forward with.

What Mesa County Taught Us About Showing Up

In 2020, many brands across the country went dark in those early COVID weeks. Nobody knew what to say, or what was happening, or how long the shutdown was going to last. It was a scary time.

But something special happened here in Mesa County.

When everything felt uncertain, the Grand Junction Area Chamber of Commerce partnered with the Mesa County Health Department to create the Five Star Program. It was the first of its kind and the idea spread across the country.

The goal was simple but ambitious: help businesses stay open safely, and give customers the confidence to keep showing up.

Businesses that enrolled followed specific health and safety protocols, which allowed them to operate with fewer restrictions. But the impact went beyond logistics.

Participation became a signal to the community—these businesses were doing their part. They were committed to public health and to staying connected. And the community responded.

“Mesa County was the first in the state to launch the 5-Star program… offering businesses a way to remain open at higher capacity if they followed strict health guidelines.”
Colorado Sun

The program gave local businesses a fighting chance during a deeply uncertain time. It also gave them something else—visibility.

"Five Star businesses were promoted across local networks and online channels, giving them both regulatory flexibility and a visibility boost at a critical time.”
9News

That is what community-led strategy can look like.

A local government, a chamber of commerce, and small business owners coming together to solve a problem. It was not just about staying open. It was about staying connected, staying trusted, and staying visible through shared effort and mutual support.

It is a reminder that visibility does not always start with a billboard or an ad. Sometimes, it starts with showing up for each other.

Why Visibility Matters

When your competitors stop showing up, you have a rare opportunity.

People notice who sticks around. And when you go quiet for too long, it can be surprisingly easy for customers to forget you were ever there.

Out of sight really does become out of mind. We have seen this before.

During the Great Depression, Kellogg’s made a bold move.

“Kellogg’s doubled its advertising spend in the midst of the Great Depression and launched a new cereal—Rice Krispies—while competitors cut back. The result? A 30 percent increase in profits and long-term dominance.”
Renaissance Marketer

They did not just stay visible. They leaned in when it mattered.

“Kellogg's understood that visibility in a downturn is an investment, not a cost. They bet on brand when everyone else froze.”
Net360 Solutions

Recognizing Opportunities to Take Action

Strategic marketing is not about doing more for the sake of it. It is about making smart choices based on timing, capacity, and goals.

If you have the resources and clarity, uncertain times can actually be a powerful moment to lean into visibility and connection.

Here are a few signs it might be the right time to take action:

You have the capacity to invest without sacrificing stability
Your competitors have gone quiet, giving you more space to stand out
Your customers have new or evolving needs you are well positioned to meet
You are launching something that feels especially timely or relevant

This is about recognizing the right opportunities and responding with intention.

When Strategic Rebalancing Makes More Sense

Not every situation calls for doing more. Sometimes, the smartest move is to shift focus and rebalance your efforts.
That might mean updating your messaging.

Refining your audience.

Putting energy into organic content.

Simplifying your strategy so you can stay consistent.

Or building stronger relationships in your community.

“In 2024, being seen as a community contributor—not just a business—is becoming a competitive advantage.”
ActionFunder

Staying visible does not always mean big campaigns. Sometimes it looks like:

Partnering with a local nonprofit or small business for a giveaway
Hosting or sponsoring a free event
Joining a community forum or networking group
Volunteering your time or services where your customers already are
Sending a helpful email just to check in
These actions build connection and trust. They keep you in the conversation.
“Community involvement fosters trust, strengthens relationships and helps your business become an integral part of the neighborhood ecosystem.”
Forbes
Rebalancing is not a retreat. It is a reset.

It is how you make sure your energy goes where it matters most.

How to Stay Present Without Overextending

Here are a few ways to keep your business visible without burning through your budget:

Focus on the channels that bring you the most return
Reuse what you already have. One piece of content can become five
Show up. Consistency builds trust.

Engage with your local community both online and offline
Watch the data and adjust as you go

“Small businesses that actively participate in local events, sponsorships, or partnerships gain organic visibility and long-term goodwill.”
Constant Contact

Why I Decided to Launch Hourglass Strategy Now

This year has been a season of transition. Some of it expected. Some of it hard. All of it pushed me to get clear on what matters and how I want to show up in the world.

Over the last decade, I have sat with small business owners, nonprofit leaders, and creatives as they’ve talked about what makes their work hard. The pressure. The overwhelm. The feeling that they’re supposed to do everything. But I have also heard what keeps them going. The passion. The people. The belief that what they’re doing matters. I love being the person who helps them move forward with clarity and confidence.

I have done my best to make it just a little easier—through marketing campaigns, strategy sessions, partnerships, and workshops that helped people move forward.

That is the kind of work I want more of. So I created Hourglass Strategy.

I believe that in times like these, people need thoughtful, relationship-driven support. Not one-size-fits-all plans or expensive retainers, but real strategy rooted in clarity, connection, and purpose.

Hourglass Strategy is how I show up for that kind of work.

It is for anyone feeling overwhelmed or unsure. For businesses, nonprofits, and creatives trying to focus their energy and take the next step with confidence.

This is my next chapter. And I am proud to finally share it.

Let’s Talk

If you are navigating uncertainty and wondering how to keep your brand moving forward, let’s talk.
Sometimes all you need is a fresh perspective and someone in your corner.
📩 Get in touch here.

I would love to hear your story.