Marketing in Times of Crisis: How to Navigate Uncertainty with Purpose
The global spread of COVID-19 has upended many of the marketing strategies organizations once took for granted. Entire industries have been forced to pivot—or pause altogether—at a pace never seen before.
Hospitality, travel, and restaurants experienced abrupt shutdowns. Charities lost vital revenue from in-person events. Smaller nonprofits without strong online donation systems were left scrambling. While some sectors—like eCommerce, delivery, and virtual services—are thriving, many others are struggling to adapt or survive.
In such a rapidly evolving environment, marketing and communications professionals are asking: What now? If your first reaction was to freeze, you’re not alone. But in marketing, complete inaction can be costly. Here's how to move forward with strategy, sensitivity, and resilience.
1. Assess the Impact and Create Flexible Plans
Start with a clear-eyed view of how the crisis affects your organization—revenue, operations, HR, and cash flow. From there, build flexible, scenario-based plans to protect your people and your mission. Consider short-term adjustments and long-term contingencies alike.
2. Don’t Go Silent—Communicate Strategically
This is not the time for radio silence. Instead, communicate with purpose and empathy. Identify who needs to hear from you—employees, donors, customers, partners—and tailor your messaging to their specific concerns.
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Staff may feel uncertain or anxious.
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Clients might be wondering about service delays.
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Donors are likely looking for ways to help.
Stay transparent, supportive, and consistent in your messaging.
3. Adjust Messaging with Empathy and Relevance
What was appropriate messaging yesterday may feel tone-deaf today. Now more than ever, your communications must reflect awareness and compassion. Focus on being helpful, not just promotional.
If your hours have changed, shipping is delayed, or you’ve introduced safety protocols, say so clearly and proactively. A good example: Galen Weston’s emails for Loblaws, which addressed shoppers’ questions with reassurance, not hard sales.
Being human goes further than being polished.
4. Reevaluate Your Marketing Campaigns
Take stock of your paid campaigns. Do budgets need adjusting? Are your current messages still relevant? It's not always wise to cut spending completely, even in tough times—visibility matters.
If budgets are tight, shift your focus to cost-effective brand awareness efforts like organic content, email updates, or social media engagement. Find creative ways to stay on your audience’s radar.
5. Monitor Channel Disruptions Closely
The landscape has shifted dramatically. Some marketing channels are underperforming; others are gaining momentum. Ask yourself:
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Is your paid search traffic up or down?
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Have email open rates changed?
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Are new keywords trending?
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Has referral traffic shifted?
Review analytics more frequently and be ready to pivot. Your audience’s online behavior has likely changed—stay alert and nimble.
6. Build Your Brand by Doing the Right Thing
Crisis reveals character—and that goes for brands, too. The organizations that lead with empathy, transparency, and social responsibility will be remembered long after the crisis passes.
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Be helpful.
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Be honest.
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Support your community.
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Show leadership through action.
Ask yourself: How do we want to be remembered when this is over? Your answers will guide your brand strategy during this unprecedented time.
Final Thoughts
This pandemic has reshaped every corner of our lives—how we work, communicate, and connect. For marketers and communicators, it’s a time for introspection, adaptability, and above all, empathy.
Stay focused. Stay flexible. And remember: Your audience isn’t looking for perfection. They’re looking for connection, trust, and a sense that your brand understands what they’re going through.
About the Author
Stephen McGill, President & Creative Director – McGill Buckley
Stephen McGill is the President and Creative Director of McGill Buckley, an award-winning marketing, branding and design agency based in Ottawa, Canada. McGill Buckley has a particular passion for working with clients in the fundraising, not-for-profit and healthcare sectors. Over the years, Stephen and his partner Nadine Buckley have helped build brands and create campaigns for a wide range of local and national organizations.
Stephen is a former board member of Bruyère Foundation, Ottawa Community Loan Fund, Ottawa Snowsuit Fund and Past Chair of the Dave Smith Youth Treatment Centre. He is a frequent speaker on creativity, marketing and branding as well as a popular lecturer at Algonquin College.
Labelled by some as “the branding guy,” he is a fervent believer in the power of brands to strategically and creatively transform companies, organizations and causes. An award-winning Creative Director and Writer, Stephen has won over 200 awards for creative excellence while working for clients across Canada and in the United States.