Shop Local Campaigns
2.1 Small Businesses, Entrepreneurs, and NonprofitsFederal Expenditure Category
Economic Impact Assistance: Other
01/16/2023Anticipated End Date
Indicators & Metrics to DateThis project does not have any reported Indicators or Metrics
- Small Businesses
The Department of Economic Opportunity (DEO) created the Shop Local LA project to help small businesses overcome the negative economic impacts from the COVID-19 Pandemic by recovering their customer base lost during the pandemic, encouraging new consumer spending, and building overall financial resiliency. According to the Small Business Administration, “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. For the past two years, both in-person and virtual shopping habits have changed because of the public health and economic impacts of COVID-19, and a Shop Local campaign will encourage people to support local small businesses as engines of the economy. Shop local has been a concept implemented to facilitate community identity, promote local reinvestment, and ensure less homogenized products and services, as delivered through large chain stores or franchise business types. 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 engaged through curated experience-driven strategies that highlight the impact of their reinvestment and create communication with local small diverse business in their area. This project strengthens economic recovery for 400 small businesses by supporting a Shop Local LA branded campaign, which includes: (i) 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; and (iii) piloting a Shop Local web-based application with 50 businesses that connects small businesses to each other and consumers looking to shop locally. Small businesses with a focus on BIPOC, women, and limited digital literacy and English proficiency-owned businesses and those in the highest, high, and moderately COVID-19 impacted areas, particularly those with high unemployment, as determined by the Equity Explorer Tool will be given an opportunity to participate in the Shop Local campaign’s digital marketing training and app pilot. Additionally, the marketing campaign will target small businesses countywide with a focus on BIPOC, women, and limited digital literacy and English proficiency-owned businesses as well as those from historically disinvested communities. Access to these tools will enhance the online presence of small businesses across industries to increase customer awareness, engagement, and revenue streams, while strengthening consumer habits of socially and environmentally conscious purchasing behaviors.