ShopMainStreet2018HolidayCampaignKit

NewMexicoMainStreet:ShopMainStreetCampaignKit 2

“It'sthemostwonderfultimeoftheyear…”

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WhatistheNMMSShopMainStreetCampaign?Itisayear-roundefforttosupportsmallbusinessesinNMMainStreetDistrictsthroughaholidaymarketingcampaignthatengageseachcommunity,businesses,residentsandvisitors.HowdoesthecampaigncanhelpMainStreetcommunities?Whenpeoplespendmoneyinlocallyownedbusinesses,ithasagreaterimpactthanspendingmoneywithbusinessesthatarenotlocallyowned.Howdoesitwork?EachMainStreetcommunityreceivesacampaignkit,campaignpostersandsupportfromNMMStolaunchthecampaign.ThelocalMainStreetprojectwillthenputuppostersaroundtheircommunityandissueapressreleasetolaunch

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thecampaign.ThecampaignlaunchshouldfitintothelocalMainStreet’sactivities,buttypicallyhappensinNovemberaroundSmallBusinessSaturday.ThisisagreatopportunityforMainStreetorganizationstoworkwithdistrictbusinessesandencouragetheircommunitytoshoplocalduringtheholidayseason.

PartnerwithBusinesses“Oneofthebestwaystobuildrelationshipswithdistrictbusinessownersistofindwaystopartnerwiththemthroughtheholidayseason.”

NewMexicoMainStreet:ShopMainStreetCampaignKit 3

WHYSHOPLOCALandWHYMAINSTREETFIRST?1.Thebrickandmortarsmallbusinessownersinourcommunityrepresentthebackboneofourlocaleconomy.Themenandwomenwhoownandoperatebusinessesdowntownhavedeepcommunityroots.Theysitnexttousatathleticevents,coachourkids,andvolunteerinourchurchesandcharities.2.Localbusinessesgeneratelocaljobs.Incometothosebusinessesisreturnedintheformofsalaries,whicharespentlocallyaswell.Don’tforgetallthoseyouthteamsponsorships,raffleitems,highschoolscholarshipsandotherinvestmentsinourcommunitythataremadebylocalbusinessowners.Theydon’thavetodoanyofthat,buttheydobecausetheycare. 3.Growthiscyclical.Eachtimethatmoneyisspentatlocallyownedbusinesses,moremoneyisavailabletosupportotherlocalbusinesseslikeretailstores,movietheaters,autorepairshops,restaurants,healthservices,etc.,andmorelocaljobsarecreated.4.ShoppingMainStreetispro-business.Itisagreatwaytosupportsmallbusinessownerswhethertheyhavebeeninbusinessfrom1to50years.Whetheritisamomandpopcoffeeshoporalocallyownedfranchise,smallbusinessesaretheheartofourcommunities. 5.ShoppingMainStreetisagreatwaytoreinvestintoyourcommunity.Studieshaveshownthatforevery$100spentlocally,$68stayslocal.Forevery$100spentatanationalchainstore,only$43stayslocal.Thebottomline…shoppingMainStreetwillkeepmoreofyourmoneyinyourcommunitytobere-spent.6.ShoppingMainStreetsupportslocalresources.Eachtimethatmoneyisspentandre-spent,yourcitytaxbaseisstrengthenedtosupportcityresourcessuchasschools,parks,policeandfiredepartments.7.ByShoppingMainStreetyouhelpbuildyourlocaleconomy…andimprovethequalityoflifeinyourcommunity!

CreateDestinationDeveloptheuniqueassetsinyourMainStreetdistricttocapitalizeonthepotentialtocreateadestination.Youruniquepositioniswhatwillengageresidents,visitorsandtourists;creatingadestination.

NewMexicoMainStreet:ShopMainStreetCampaignKit 4

YEARROUNDSHOPLOCALCAMPAIGNSWehopethiscampaignkick-startssomeideasforyourcommunitytocontinuethecampaignthroughouttheyear.Belowisacollectionofideastokeeppeopleshoppinginyourdistrict:

SHOPMAINSTREETFIRST

Asmuchaswewouldloveforpeopletofindeverythingtheyneedinourdowntowndistricts,weunderstandthatitisnotalwayspossible.ThatiswhythiscampaignsimplyaskspeopletocheckwiththeirMainStreetbusinessesbeforeshoppingelsewhere.“Shopyourdowntownbusinessesandyourlocallyownedbusinessesbeforeshoppingonlineorout-of-town.Itmakesadifference!Supportyourcommunity,celebratetheplacewhereyouliveandbuildyourcommunity’seconomy.”

WHYBUY?ThiscampaignfromtheAmericanIndependentBusinessAlliancefocusesonfactsaboutthebenefitsofshoppinglocalthroughaseriesofposterswithreasonswhytobuylocal.Thebottomlineofeachpostersays“BecauseCommunityMatters.”Hereareacoupleofexamples:

1. BuildCommunity–Thecasualencountersyouenjoyatindependentbusinessesandthepublicspacesaroundthemnurturerelationships,communitycohesiveness,andsmiles.They’retheultimatesocialnetworkingsites!

2. EconomicVitality–Eachdollaryouspendinalocallyownedbusinessreturns3timesmoremoneyintoourcommunitythanmoneyspentatachain–abenefitwecanbankon!

RELATIONSHOPSMATTER

Thatisn’tatypo!Thiscampaignisallaboutemphasizingtherelationshipsbetweenshoppersandbusinessowners.Simplyusesocialmediatofeatureabusinessandtheowneronaregularbasis(eitheronceaweekoronceamonth,dependingonthesizeofyourcommunityandabilitytointerviewbusinessowners.)Considerfourfactsabouttheowner:

1. WhyIstartedmybusiness…2. WhyIamintheMainStreetdistrict…3. WhatIlovetohavecustomerssaytome…4. WhatIwantpeopletoexperienceinmybusiness…

Afewgreatsloganstoinspireyou:

• ShopLocal365 • Putyour$whereyourheartis!• Ghosttownshappenwhenyoudon’tshoplocal. • TotallyLocal• LovewhereyouLive.ShopLocal! • Eat.Play.Shop.Stay.• Spendithere…keepithere.Igetit!• Youcan’tbuyhappiness,butyoucanbuylocal,andthat'skindofthesamething!

NewMexicoMainStreet:ShopMainStreetCampaignKit 5

SpreadtheWord–PrintcopiesoftheShopMainStreetPosterandaskbusinessownerstoputthemintheirwindows.–Inandoutsideyourdistrict.Usetheimageonsocialmedia,inyournewsletter,andonholidaypublications.

HoldaWindowDecoratingContest–Setathemeandadeadline(usuallybetweenThanksgivingandearlyinDecember)andthenpostpicturesofthewinnersonyourFacebookpageandwebsite.

CrossMarket–IfMainStreetbusinessesortheatersalreadyhaveannualholidayeventsandactivities,helpthemgetthewordout!Createaone-pageflyerwithalistofallthatisgoingondowntownfortheholidaysandgetitouttoyouremaillist,socialmedialinks,ChamberofCommerce,Cityandotherpartners.

UsePSAs–Don’tforgettotakeadvantageofthePublicServiceAnnouncementsthatradioandnewspapersofferfornon-profits.SendoutinformationweeklyoneventsandactivitiesonMainStreet.

HostaMainStreetOpenHouse–Offerrefreshments,specialdiscounts,coupons,andmusicinbusinesses…possiblyevencarolersonthestreetorhaveSantavisit!

BuildonExistingEvents–IfyouhaveaChristmasFestivalorParade,encouragelocalbusinessestohaveanopenhousejustbeforeorduringtheevent.Ifthecrowdisalreadythere,findawaytocapitalizeonthetraffic.

Organizea“CashMob”–AlmostliketheFlashMobthatwillbreakoutindanceinaspecifiedarea,youcancallpeopletospendmoneyinalocalbusiness.CashMob.comhasgreatideasforusingsocialmediatogetthewordoutandhasinformationonhowtoplanacashmob.

PlanaTwelveDaysofChristmasShoppingEvent–GivecustomerswhoshopMainStreettheopportunitytowinagiftbasket.CollectitemsfromMainStreetbusinessesandcreateasmanybasketsasyoucan.Valueeachbasketbetween$50and$100tocreateincentiveforshopping.Customersfilloutdrawingslipsforachancetowin.Youcancollecttheslipsateachbusinessorhaveonedropoffpoint.

EightWaystoBoostyourHolidayCampaign

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NewMexicoMainStreet:ShopMainStreetCampaignKit 6

PRESSRELEASETIPSWriteacatchytitle–Itisalittlelikebaitingahook.Youwanttocreateatitlethatwillcapturetheattentionofthereaderandgetthemtobite.

Alongthesamelines–don’tburythelead.Getrighttothepointandsummarizeyourinformationinthefirstparagraph.

Keepitsimple–Don’tuse100wordsif25willdo.Shortsentences,shortparagraphsandclearideaswillmakeyourreleaseeasytounderstand.

Usefacts–Anydataorfactsthatillustratetheimpactofshoppinglocalwillhelptosupportyourinformationandencouragethepresstolookfurther.

Bejargon-free–YouknowallaboutMainStreet,butothersdonot.Writetothepublicwhomaynotknowanythingaboutyourorganizationandwhatyoudo.

Rememberthe5WsandanH.Who,What,Why,Where,WhenandHowareallquestionstoanswerinyourpressrelease.

Usequotes–Thebestquotesaregatheredlocallyfrompeoplewhoareimpactedbyyourtopic.Inthiscase,smallbusinessowners,shoppersandmembersofyourorganizationaregreatresourcesforquotesaboutshoppinglocal.

Includemedia–Picturesoravideofromlastyear’sparade,eventorwindowdisplayswillhelptotellyourstory.

Includeacalltoaction–Howdoyouwantpeopletorespondtoyournews?Invitepeopletoshopdowntownortoaspecificevent.

Don'tforgetyourcontactinformation!

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RESOURCESSMALLBUSINESSSATURDAY

AsaMainStreetorganization,youcansignuptobeaneighborhoodchampionandencourageyourbusinessestoparticipate.Championandbusinesseswhodoengagewiththeprogramarelistedonthenationalwebsiteinasearchabledatabase.(WeknowthisonemaynotworkwithallourcommunitiesbecauseoftheconnectionwithAmericanExpress,butwanttomakethisresourceavailabletothosewhowouldliketoparticipate.Youcanreceivealotofgoodiesinacampaignkit,evenifyourbusinessesdonotuseAmericanExpress.)

https://www.americanexpress.com/us/small-business/shop-small/rally

AMERICANINDEPENDENTBUSINESSALLIANCE

TheAMiBAhasawebsitepackedwithinformationonshoppinglocal.Theyprovidestatistics,socialmediaimages,dataandinformationonshoplocalcampaignstohelpsupportsmallbusinessesinourcommunities.

https://www.amiba.net/buy-local-campaigns/

IINDEPENDENTWESTAND

Anothergreatresourcewithideas,informationandfactsonshoppinglocal.Businessescansignuptobepartofthemovementandhavealistingontheirapp.

Thelinkbelowistothe“About”pagewhichhasaGREATlistoffactsaboutsmallbusinessesandhowtheyimpactoureconomy.

https://www.independentwestand.org/learn-more/about/

3/50PROJECT

ThisistheprogramthatlaunchedtheideaforSmallBusinessSaturday.Whiletheappisnolongeravailable,therearealotofgreatresourcesandprintablestouseyearroundandduringtheholidays.

Theideaistoencourageresidentstochoosethreebusinessestospend$50induringtheholidays.Imagineifyouhad10%ofyourresidentsparticipate!Theimpactinyourdistrictwouldbephenomenal!

http://www.the350project.net/home.html

SHOPLOCAL

ShopLocal.usispartofagrassrootsefforttoinspiremorepeopletobuyfromlocalbusinessesinneighborhoodsacrossAmerica--makingadifferenceinourcommunities.

ItisfreetojoinandoffersbusinesstheopportunitytointeractthroughFacebook.

http://www.shoplocal.us

SHOPMAINSTREETCAMPAIGNKITNEWMEXICOMAINSTREET

1100STFRANCISDRIVESANTAFE,NM

WWW.NMMAINSTREET.ORG