By Michelle Klein, Marketing Director, North America
We partner with millions of small businesses and are inspired by the impact they have on their communities and are constantly reminded about the significant contribution they make to society. That’s why this week, we’re excited to announce “Keep It Local,” a new integrated marketing campaign that celebrates the many types of small businesses that make local cultures special and help communities grow and thrive.
Created in partnership with 72andSunny, the campaign will run for eight weeks in four US cities in Columbus, Nashville, San Diego and Sacramento, and includes approximately 120 different small business owners across a variety of content – billboards, television ads and online. We want to help business locals become business leaders by providing resources that help level the playing field and make it easier for local businesses to play a more visible and active role in their communities. In Columbus and San Diego, we will also activate Facebook Community Boost events for locals to benefit from free training, advice and digital skills to help grow businesses, careers and communities. In all cities, we’ll also be coming to town to celebrate in-person to support local small businesses.
For this first phase, we chose Columbus, Nashville, San Diego and Sacramento because these cities represent areas of the US with unique cultures but share a similar economic vision for enabling strong community. To shape the creative, we identified three distinctive themes that create the spirit and culture of each city, highlighting the businesses that bring them to life. The creative celebrates the characteristics and flair that enrich each city’s culture and signs off by reminding people to “keep it local.”
Beyond the advertising, people can visit online city hubs to hear from featured local businesses about how they’re using digital tools to grow and find new customers.
In the Discovery City, there’s one team in particular that Columbus is known for but there are many other teams that run Columbus: the couples, friends, families and teams of people running business all over the city. We’ll also demonstrate the businesses that show there’s nothing small about the so called “biggest small town in America” and hero those doing things at great scale. Finally, Columbus is known for its zoo, but there are many animal-related businesses across the city that make the city “wildly” awesome.
Check out all of the Columbus creative at Facebook.com/keepitlocalColumbus
In the Music City, we’ll feature businesses that have a second, or in some cases first, career in the music scene. We’ll introduce people to business owners that that make Nashville sparkle and shine, helping to light up the city. We’ll also celebrate the internationally-themed and internationally-owned businesses that make Nashville a treasure.
Check out all of the Nashville creative at Facebook.com/keepitlocalNashville
In the City of Trees, we’ll revisit the gold rush era with local businesses. We’ll celebrate those that help make, and keep, Sacramento the City of Trees. We’ll also showcase the local businesses that make Sacramento a little “other worldly” and supernatural. Starting July 23, check out all of the Sacramento creative at Facebook.com/keepitlocalSacramento
San Diego is one of America’s dog-friendliest cities and we’ll celebrate the local businesses that keep it best-in-show. We’ll also hero the “loco” themed and named businesses that keep San Diego growing like crazy, as well as the businesses that keep the city moving around the clock. Starting July 23, check out all of the San Diego creative at Facebook.com/keepitlocalSanDiego
Stay tuned for more information about local activations in each city over the coming months.