When the Dam Breaks

It maybe poetic but as we round the corner from Winter to Spring, there is real hope that the accelerated pace of vaccine distribution in the U.S. may soon allow us to turn the corner on COVID-19. It is still somewhat of a long shot that things will return to normal anytime soon, however the possibility is enticing. This leaves one big question for all organizations in partial or full hibernation during the pandemic:
Will you be ready for the COVID thaw?
Just as Winter will eventually give way to Spring, we will likely within the next 3-5 months be free, at least for a while, of quarantine and the life we have all had to live over the last year. When the world reopens, how will the world respond?
If this is the first time you or anyone at your organization has pondered this question you are frankly behind schedule. When the change begins, it will likely be a thawing at first, but at some point if things go well, we could see the slow melting trickle of inactivity turn into a raging river. At that point you will need to be ready for the dam to break open.
What does this mean exactly? Most organizations have been heavily impacted by COVID. Many will simply open their doors thankful to be back in business. The slightly more savvy will scream from the rooftops that they are open once again. With all the noise will anyone hear the message? Some for-profits and non-profits that rely on foot traffic will do better. They will develop a strategy that begins to build a consistent message prior to the dam break. They will tease new exhibits or new sales or offerings in a way that is proactive, gets ahead of the noise, and builds a sense of anticipation with their fans and customers. How each organization does this is unique to its situation. What is important is not to wait. Creating a plan that is proactive but flexible will keep your organization relevant. If you are a museum, what event can you develop to bring in families? Do you need to provide a program to deal with the impact of COVID to date: good, bad, or indifferent? If you are a business, do you have a new product line worth celebrating, or even better, a way to celebrate your customers?