Don't Try To Reach Everybody. Bad marketing programmes are often warm and fuzzy. Good ones are usually hard-edged and clearly targeted. Focus on an audience where you have a provable advantage. Research Your Priority Target Markets.
Good marketing is based on good research.
Know the strengths of your own community, know the features of your community that are unique. Find out what their needs are. Find out who the decision makers are. Don't Rely on One Marketing 'Magic Bullet'. That bullet doesn't exist.