By Mary Roush

As students and professionals in Appalachia, reaching our target audience can be challenging due to the digital divide they experience compared to urban areas. This divide is rooted in limited technology and resources. How can we be a part of the change to help combat the lack of communication throughout Appalachia? 

Where Appalachians Stand 

According to the Appalachian Regional Commission, 15.5% of households in Appalachia do not have access to broadband internet—the lack of communication and broadband limits access to education, telework, healthcare and more. People living in the region can face economic and digital resource barriers. After the COVID-19 pandemic, communication access shifted as many could not find the necessary information to stay safe and healthy. A report published by the U.S. Department of Education in 2018 stated that 16% of working-age adults (16 to 65 years) are not digitally literate. However, professionals are moving to help bridge the gap and accommodate audiences. 

Lehrke, C. (2013, May 10). Rural West Virginia near Second Creek [Photograph]. Flickr. https://www.flickr.com/photos/clpics10/8727627656

Burgess, R. (n.d.). West Virginia mountains and mountain ranges define the Mountain State. West Virginia Explorer. https://wvexplorer.com/attractions/mountains-and-mountain-ranges/

Why Tailored Messaging Matters in Appalachia

When reaching people in rural areas with limited resources, it is essential to understand your audience and tailor messaging to best suit their needs. Studies show that Appalachians use Facebook over other social media platforms for news and information. With the region’s aging population, it is important to consider marketing to an older audience while staying relevant to younger generations. Social media marketing can be a great tool when reaching all ages, making it especially useful for small businesses and health communication. It is affordable and easy to navigate for most users, allowing you to spread your message to many people in seconds. When tailoring messaging to your audience, it is important to remember tactics to help guide your campaign successfully. 

Chiang. (2022, February). Social media applications on a smartphone screen, Chiang Mai, Thailand [Photograph]. iStock. https://www.istockphoto.com/photo/social-media-applications-gm1371763060-441037484

Practical Tactics to Overcome Communication Barriers

Small communities trust the people in charge and will follow their leadership. Rather than getting information from a stranger, allow them to receive it from someone they already see daily. Work with leaders or businesses involved in the community to start the conversations and amplify their voices to help spread the message. 

Eaton, T. (2024, November 14). [Photograph]. Facebook. WSAZ. https://www.facebook.com/photo.php?fbid=1101738087982641&id=100044393805165&set=a.198014465021679

• Example: WSAZ news anchor Taylor Eaton posted to Facebook highlighting the Charleston Dirty Birds, Light the Night event and encouraging others to visit. As a local celebrity, she attracts a large following on social media. She is also part of many viewers’ daily news routines, giving her credibility with the audience. 

Text messaging allows you to reach your target audience directly. According to Quorum, the average open rate for text messaging is 99 percent, and the average conversion rate is often two or three times higher than email. This is an easy method to get your message straight to consumers. 

• Example: In 2021, the National Booking Service sent eligible participants COVID-19 vaccination invitations and reminders via text messages. The text message read, “NHS – Reminder: please book your free coronavirus vaccination online at https://www.nhs.uk/covid-vaccination or by calling 119. Protect yourself and others.”

Rural community members are often extremely passionate about their local schools, events, or politics. When messaging and targeting a specific group, relate the message to something they care about. This helps build trust between you and your audience, as they relate to your message and brand. 

Farmers Bank. (n.d.). Farmers Bank Tailgate (Tuppers Plains). Farmers Bank. https://www.fbsc.com/involvement/

• Example: Farmers Bank, a local bank chain in southern W.Va. and southeast Ohio., sponsors local rivalry high school football games every fall. This allows them to give back to the community while engaging with existing and potential customers to continue their community bank brand. 

To get your message across, you must make it easiest for your audience. Rather than making them search for information, bring it right to them. You can use popular channels such as Facebook, Instagram, local newspapers, television commercials or even town halls/ focus groups. 

Shelem. (2023, May 3). Gonna frame this picture in my studio 😁 [Photograph]. Instagram. https://www.instagram.com/shelem304/p/CryjeUPuYa6/

• Example: Tudor’s Biscuit World, a classic W.Va. staple, released this TV commercial introducing its new menu item, the breakfast wraps, featuring local rap artist Shelem. This commercial played in everyone’s home during each commercial break and went viral on social media for its new, creative advertising style. 

Engaging with your target community is about growing your brand’s trust and gaining a deeper understanding of the people you aim to reach. You can achieve this by volunteering, attending local events, and collaborating with existing community organizations. 

• Example: Chick-fil-A franchisees bring food trucks to small communities throughout West Virginia to provide their food to customers who do not live near a Chick-fil-A chain. This allows their team to dive into the hearts of communities to understand their customers’ demographic.

No Appalachian Left Behind

Bridging the communication gap in Appalachia and reaching a large but niche audience requires a community-centered approach that balances digital and traditional communication methods. Through thoughtful, tailored communication, you can positively affect Appalachian communities and help combat the barriers in the hills and hollers. By understanding the unique needs and habits of Appalachians, we can create messages that resonate, build trust, and foster connection so that no one is left unreachable.