Shop Local Campaigns

ECONOMIC OPPORTUNITY

County Spending Category
2.1 Small Businesses, Entrepreneurs, and Nonprofits
Federal Expenditure Category
Economic Impact Assistance: Other
Project Launch Date
04/29/2023
Anticipated End Date
12/31/2024
Interpretation Languages
  • Spanish
  • Vietnamese
Written Languages
  • Spanish

Project Contacts

Indicators & Metrics to Date

  • Resident Pledges
    33810
  • Business Reached
    400
  • Create a social media toolkit
    1
  • Create a Shop Local webpage to host Pledges and establish method for tracking
    1
  • Advertise “Shop Local LA” in variety of channels
    1
  • 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 OSB
    0
  • Provide one-on-one digital consultation to 50 micro businesses
    0
  • 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 distribution
    0
  • Localize Marketing Campaign
    0

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

Goal Description LA County residents are encouraged to adopt "Shop Local" habits through the online 'Shop Local LA' webpage. The goal is to engage and inspire over 100,000 residents to take the pledge to 'Shop Local LA.' This campaign emphasizes the benefits of local purchasing, including fostering community reinvestments and promoting sustainability. The campaign aims to increase local purchasing, particularly in high-need areas identified on the CEO Equity Mapping Tool, with the objective of boosting these habits countywide by December 2026.

Objective Description Create a social media toolkit for DEO and public consumption.

Activity Description Create a Shop Local webpage to host Pledges and establish method for tracking the #ShopLocalLA across social media platforms by June 2023.
Indicators
# Type Name Baseline Target
1 Performance Create a Shop Local webpage to host Pledges and establish method for tracking 1.00

Activity Description Create social media toolkit in Shop Local Brand by December 2026.
Indicators
# Type Name Baseline Target
1 Performance Create a social media toolkit 1.00

Activity Description Advertise “Shop Local LA” in variety of channels by December 2026.
Indicators
# Type Name Baseline Target
1 Performance Advertise “Shop Local LA” in variety of channels 1.00

Objective Description Connect businesses to Shop Local branded ephemera and collaborate on incentivization strategies to increase customer awareness and participation.

Activity Description Identify ephemera that would be most marketable and procure items for distribution to participating businesses in Shop Local campaign by December 2025.
Indicators
# Type Name Baseline Target
1 Performance Ephemera that would be marketable for participating businesses in the Campaign. 1.00

Outcome Description The campaign encourages LA County residents to adopt "Shop Local" habits. The goal is to engage and inspire over 100,000 residents to take the pledge to 'Shop Local LA.' This campaign emphasizes the benefits of local purchasing, including fostering community reinvestments and promoting sustainability by December 2026.
Indicators
# Type Name Baseline Target
1 Service Delivery Resident Pledges 100000.00

Goal Description Through the ARPA Shop Local Campaign, residents are encouraged to shop locally and support vital small business corridors, with a vibrant marketing campaign targeting small business owners and communities hardest hit by COVID-19 and those historically disinvested. DEO and its subrecipient will work to strengthen businesses in impacted small business corridors, help improve their online presence and provide training on digital tools and resources by December 2026.

Objective Description Provide a list of services offered and existing online platforms as a resource for businesses on hosted Shop Local webpage.

Activity Description Meet with partner organization to identify services that offer business assistance for hosted online platforms by December 2024.
Indicators
# Type Name Baseline Target
1 Service Delivery Meet with a partner organization to provide online platform support and assistance to businesses. 1.00

Objective Description DEO's OSB team will host quarterly Digital Marketing workshops for participating businesses.

Activity Description Quarterly workshops for participating businesses hosted by OSB, either in person or virtually to get participants familiar with online tools and resources by December 2026.
Indicators
# Type Name Baseline Target
1 Performance Quarterly workshops for participating businesses hosted by OSB 4.00

Objective Description Provide one-on-one digital consultation for targeted support to businesses with highest need

Activity Description Provide one-on-one digital consultation to 50 micro, small owned, BIPOC businesses who are offline into the digital market space by December 2024.
Indicators
# Type Name Baseline Target
1 Performance Provide one-on-one digital consultation to 50 micro businesses 1.00

Outcome Description DEO and its subrecipient will work to strengthen businesses in impacted small business corridors, help improve their online presence and provide training on digital tools and resources by December 2026.
Indicators
# Type Name Baseline Target
1 Service Delivery Business Reached 400.00

Goal Description To ensure small, diverse businesses within the County of Los Angeles in the highest, high, and moderate COVID-19 impact areas can increase their access to consumers, DEO and its subrecipient will offer participation in workshops and webinars, totaling 400 attendees. These sessions will cover e-commerce, online customer engagement tools, and free marketing resources. The goal is to help businesses that are 'offline' get trained and brought online using existing digital tools and resources by December 2026. This will include both in-person and virtual digital literacy workshops. Additionally, 50 micro, small-owned, BIPOC businesses in historically disinvested communities will receive one-on-one digital consultations. The aim is to enhance business reviews, sales, and digital presence through websites, third-party review sites, and social media by December 2026.

Objective Description Identify corridors to target for on-street door-to-door canvassing of businesses with opportunity to sign up to participate in Shop Local events/trainings and informational sessions.

Activity Description Corridors will be listed in the highest and high tiers. OSB will ensure that participation is included in all five Supervisorial Districts by December 2025.
Indicators
# Type Name Baseline Target
1 Performance OSB will ensure that business participation is represented across all Supervisorial Districts. 1.00

Activity Description Create the schedule for teams that will go door-to-door for in-person canvassing. Identify partners to support and inform BOS offices of schedule by December 2025.
Indicators
# Type Name Baseline Target
1 Performance Create a team to go door-to-door for in-person canvassing. 1.00

Objective Description Host at minimum 5 interest sessions in each supervisorial district to provide more in-depth information about Shop Local campaign and participation to interested businesses.

Activity Description Capture business information for additional follow up on Shop Local events and trainings, also will be used to create a distribution list for ephemera by December 2025
Indicators
# Type Name Baseline Target
1 Performance Capture business information for follow-up on Shop Local events and trainings. 1.00

Objective Description Ensure materials, presentations, and information are culturally competent.

Activity Description Develop documents were written in plain language for small and micro-businesses by December 2024.
Indicators
# Type Name Baseline Target
1 Performance Develop documents in plain language for small businesses. 1.00

Activity Description Translate marketing materials as needed by December 2025.
Indicators
# Type Name Baseline Target
1 Performance Translate marketing materials as needed. 1.00

Outcome Description To ensure small, diverse businesses within the County of Los Angeles in the highest, high, and moderate COVID-19 impact areas can increase their access to consumers, DEO and its subrecipient will offer participation in workshops and webinars, totaling 400 attendees. The goal is to help businesses that are 'offline' get trained and brought online using existing digital tools and resources by December 2026.
Indicators
# Type Name Baseline Target
1 Service Delivery Business Reached 400.00

Goal Description The Shop Local campaign prioritizes businesses most impacted by COVID-19, helping them recover through a marketing campaign that fosters a sense of community between businesses and consumers. To ensure equitable access, the project will focus on small, diverse businesses within Los Angeles County’s highest, high, and moderate COVID-19 impact areas, aiming to increase their access to consumers. The project will engage consumers through curated, experience-driven marketing strategies that highlight the benefits of local reinvestment with small, diverse businesses in the area by December 2026.

Objective Description Create a list of corridors to target for curate marketing items, identify translation and best deployment in the regions.

Activity Description Connect to CBOs business development service providers, and local jurisdictions to maximize distribution and awareness of campaign by December 2025.
Indicators
# Type Name Baseline Target
1 Performance Connect to CBOs and local jurisdiction to maximize distribution 1.00

Outcome Description The Shop Local campaign prioritizes businesses most impacted by COVID-19, helping them recover through a marketing campaign that fosters a sense of community between businesses and consumers. The project will engage consumers through curated, experience-driven marketing strategies that highlight the benefits of local reinvestment with small, diverse businesses in the area by December 2026.
Indicators
# Type Name Baseline Target
1 Performance Localize Marketing Campaign 1.00