Main Street America: Backing Small Businesses 2024 Grant

Project Title:

Explore Main Street Campaign – Backing Small Business Grant Initiative

Client:

Internal Project (Grant Recipient – Main Street America & American Express)

Project Timeline:

July 2024 – August 2024

Project Scope:

• Social Media Campaign Development

• Digital Advertising (Meta and Google)

• Photo/Video Content Creation

• Website Updates and SEO Optimization

• Print Material Design and Distribution

• Business Impact Survey

Problem:

Small businesses in rural downtowns like Newberry, South Carolina, often face challenges with visibility and foot traffic—especially outside of peak seasons or student move-in periods. In an effort to boost local economic activity and encourage community engagement, EMILY Revolutionary Marketing Group applied for the Backing Small Business Grant offered by Main Street America and American Express. The agency was selected as one of only 500 grant recipients nationwide.

Solution:

With a $10,000 grant award, EMILY Revolutionary Marketing Group launched the Explore Main Street campaign in August 2024, targeting residents within 25 miles of Newberry, as well as Newberry College students and their families.

Key Actions Taken:

• Digital Advertising:

  • Ran two Facebook/Instagram ads: one static image and one video.

  • Launched a Google Display ad campaign to complement social media outreach and maximize reach.

• Social Media Campaign:

  • Conducted a branded photo and video shoot featuring Newberry businesses and attractions.

  • Created a promotional video highlighting local shopping, dining, and experiences.

  • Published 9 posts over 5 weeks, encouraging community interaction with calls to action such as:

    • “Tag your favorite place to eat in Newberry!”

    • “Share your favorite finds and tag us!”

    • “Tag your favorite place below and share why you love it!”

    • Website Enhancements (NewberryNow.com):

    • Updated campaign imagery and messaging.

    • Refreshed the “Explore” page to highlight local businesses, restaurants, and accommodations.

    • Optimized site for mobile responsiveness, SEO keywords, metadata, and navigation.

    • Verified functionality by fixing broken links and enhancing image galleries with new visuals.

• Print Marketing:

  • Designed and printed 2,000 full-color 4x6 postcards with a QR code linking to the "Explore Newberry" page.

  • Distributed postcards at Newberry College and businesses across Newberry, Prosperity, and Little Mountain.

  • Business Impact Survey:

  • 80% of surveyed business owners reported that customers mentioned visiting after seeing them on Newberry Now.

Positive feedback included:

• “Great opportunity for our business!”

• “Thank you so much!”

Outcome:

The Explore Main Street campaign effectively increased local engagement and awareness of small businesses in Newberry. Strategic digital, print, and website efforts worked together to drive real traffic and strengthen community connections, showcasing the potential of targeted place-based marketing.