Designing and Executing a Buy Local Campaign
Brief introduction to national trends, pro-local organizing, and realms of work
1. The Benefits of Doing Business Locally
A. Benefits to individuals as customers
1. value = more than cheapness.
2. exposing myths about better deals at chain/internet businesses
3. the intangibles that make a big difference on our well-being
B. Benefits to citizens collectively
1. strengthening local economy
2. environmental impact--why sustainable business is rooted in communities
3. maintaining community character
4. intangible value of personal interactions
5. local business support for local organizations and events
2. What you can change through "buy local" educational campaigns and the importance of a sustained effort
3. Delivering the message.
Covers:
- identifying target audiences and the messages that can best reach each group
- examples from successful "buy local" campaigns
- selecting and using avenues for outreach, to include detailed discussion of:
- Free media (op-eds, letters to the editor, talk radio, community TV)
- Marketing tools that educate: bag inserts, window decals, bookmarks, cups, local directories and maps, Farm to Restaurant, etc.
- Branding: why and how to create a brand for your independent local businesses
- Direct paid advertising
- Public forums
- Loyalty programs
- Increasing local business-to-business commerce
- How individual businesses' advertising can reinforce and magnify impact of campaign as a whole
- Building relationships between local businesses and community organizations
4. Beyond education
- the limits of buy local campaigns
- pro-local procurement policies and other ways to positively direct government power
- group purchasing, marketing, and other ways businesses can succeed through cooperation
- "big picture" issues -- a look at national and global trends and how they are likely to impact our community.