Shop Local Campaigns
ECONOMIC OPPORTUNITY
2.1 Small Businesses, Entrepreneurs, and Nonprofits
Federal Expenditure CategoryEconomic Impact Assistance: Other
04/29/2023
Anticipated End Date12/31/2024
Supported Languages
- Spanish
- Vietnamese
- Spanish
Project Contacts
-
Marissa Lao
Indicators & Metrics to Date
-
Resident Pledges33810
-
Business Reached400
-
Create a social media toolkit1
-
Create a Shop Local webpage to host Pledges and establish method for tracking1
-
Advertise “Shop Local LA” in variety of channels1
-
Ephemera that would be marketable for participating businesses in the Campaign.1
-
Meet with a partner organization to provide online platform support and assistance to businesses.1
-
Quarterly workshops for participating businesses hosted by OSB0
-
Provide one-on-one digital consultation to 50 micro businesses0
-
OSB will ensure that business participation is represented across all Supervisorial Districts.1
-
Create a team to go door-to-door for in-person canvassing.1
-
Capture business information for follow-up on Shop Local events and trainings.0
-
Develop documents in plain language for small businesses.1
-
Translate marketing materials as needed.1
-
Connect to CBOs and local jurisdiction to maximize distribution0
-
Localize Marketing Campaign0
Target Populations
- Small Businesses
- Street Vendors/Microentrepreneurs
Project Description
According to the U.S. Bureau of Labor Statistics, at the onset of the COVID-19 pandemic in the first two quarters of 2020, small businesses suffered greater net job losses than large establishments. Small businesses lost 8.0 million jobs during this period, while 7.8 million jobs were lost in larger firms. Additionally, the Small Business Administration’s “2019 Small Business Profiles” show that small businesses added 1.8 million net new jobs in the United States, and identified small businesses as having created approximately 47.3 percent of the private workforce. Economic recovery from the pandemic for small businesses is pivotal to local economic growth, stable employment, and preservation of unique local cultural identities. Both in-person and virtual shopping habits have changed because of the public health and economic impacts of COVID-19. The COVID-19 pandemic has triggered a transition towards a significant increase in online shopping and remote working, impacting the long-term stability of small brick and mortar and sidewalk vending businesses in the County’s local neighborhoods significantly. To this day, the economic recovery of small businesses remains pivotal to the stability of our overall local economy, provision of employment opportunities, and preservation of local neighborhoods and their cultural identities, and digital marketing training and tools to support for small businesses and a Shop Local campaign will encourage people to support local small businesses as engines of the economy. The campaign aims to boost community identity, promote local reinvestment, in communities and commercial corridors throughout the region. The effectiveness of these campaigns is linked to local purchasing opportunities that connect to customer values and desires to shop sustainably and consciously. Creating a connection between the local customer and the cultural, environmental identity of their community increases the likeliness of this local reinvestment. This project will create a Shop Local LA campaign where customers are encouraged to support and connect with local, diverse small businesses; engage with local businesses through curated experience-driven strategies that highlight the impact and benefit of their investment; and connect through a network of small business support efforts throughout the region. (i) The Shop Local This project strengthens economic recovery for 400 small businesses by supporting a Shop Local LA branded campaign, which includes: designing and implementing a robust, countywide marketing campaign to get the community engaged and shopping at local and diverse small businesses, (ii) providing digital marketing training and tools to 400 businesses in LA County to build on countywide efforts through business to business level promotion; (iii) promoting information and resources to small and microbusinesses such as those that lack technology skills needed to start and thrive (e.g. immigrant population, elderly etc); (iv) The Program will seek to primarily benefit small businesses owned by BIPOC, women, and those with limited digital literacy and English proficiency In the highest, high, and moderately COVID-19 impacted areas, particularly those with high unemployment, as determined by the Equity Explorer Tool. In addition to ARP funds the department will leverage external funding to complement program activities such as for Digital Skills LA. Furthermore, the Department will continue the Shop Local Campaign, filling in key tasks of the Third Party Administrator as needed.
Goals & Objectives
Indicators
# | Type | Name | Baseline | Target |
---|---|---|---|---|
1 | Performance | Create a Shop Local webpage to host Pledges and establish method for tracking | 1.00 |
Indicators
# | Type | Name | Baseline | Target |
---|---|---|---|---|
1 | Performance | Create a social media toolkit | 1.00 |
Indicators
# | Type | Name | Baseline | Target |
---|---|---|---|---|
1 | Performance | Advertise “Shop Local LA” in variety of channels | 1.00 |
Indicators
# | Type | Name | Baseline | Target |
---|---|---|---|---|
1 | Performance | Ephemera that would be marketable for participating businesses in the Campaign. | 1.00 |
Indicators
# | Type | Name | Baseline | Target |
---|---|---|---|---|
1 | Service Delivery | Resident Pledges | 100000.00 |
Indicators
# | Type | Name | Baseline | Target |
---|---|---|---|---|
1 | Service Delivery | Meet with a partner organization to provide online platform support and assistance to businesses. | 1.00 |
Indicators
# | Type | Name | Baseline | Target |
---|---|---|---|---|
1 | Performance | Quarterly workshops for participating businesses hosted by OSB | 4.00 |
Indicators
# | Type | Name | Baseline | Target |
---|---|---|---|---|
1 | Performance | Provide one-on-one digital consultation to 50 micro businesses | 1.00 |
Indicators
# | Type | Name | Baseline | Target |
---|---|---|---|---|
1 | Service Delivery | Business Reached | 400.00 |
Indicators
# | Type | Name | Baseline | Target |
---|---|---|---|---|
1 | Performance | OSB will ensure that business participation is represented across all Supervisorial Districts. | 1.00 |
Indicators
# | Type | Name | Baseline | Target |
---|---|---|---|---|
1 | Performance | Create a team to go door-to-door for in-person canvassing. | 1.00 |
Indicators
# | Type | Name | Baseline | Target |
---|---|---|---|---|
1 | Performance | Capture business information for follow-up on Shop Local events and trainings. | 1.00 |
Indicators
# | Type | Name | Baseline | Target |
---|---|---|---|---|
1 | Performance | Develop documents in plain language for small businesses. | 1.00 |
Indicators
# | Type | Name | Baseline | Target |
---|---|---|---|---|
1 | Performance | Translate marketing materials as needed. | 1.00 |
Indicators
# | Type | Name | Baseline | Target |
---|---|---|---|---|
1 | Service Delivery | Business Reached | 400.00 |
Indicators
# | Type | Name | Baseline | Target |
---|---|---|---|---|
1 | Performance | Connect to CBOs and local jurisdiction to maximize distribution | 1.00 |
Indicators
# | Type | Name | Baseline | Target |
---|---|---|---|---|
1 | Performance | Localize Marketing Campaign | 1.00 |