WELLINGTON COUNTY – Five chambers of commerce in Wellington County have joined forces on a new “shop local” marketing initiative to promote the importance of supporting area businesses.
On Oct. 4, chambers in Centre Wellington, Arthur, Mapleton, Mount Forest and Minto announced the launch of the new “Live, Love, Shop Local” initiative, which will be rolled out over the course of the next five months.
The chambers are also partnering with as many business improvement areas (BIAs) and municipalities as they can to amplify their messaging.
“The thought behind this is that currently we have partners across the county, be that other chambers, BIA’s, municipalities and businesses, who are trying to keep ‘shop local’ front of mind but are working by themselves on their own content,” said Sally Litchfield, general manager of the Centre Wellington Chamber of Commerce (CWCC).
“How great would it be if we all have a library of content to share so that the consumers and the general public are seeing tidbits of messaging, the same messaging across multiple platforms, so we can amplify that reach.”
County chambers received over $90,000 through the federal government’s Strategic Activities Program to develop the shop local initiative.
The grant is intended to create and strengthen shop local programs across the province.
Litchfield said the grant the money has to be spent prior to Jan. 31.
“It’s a short window. It’s also a window filled with holidays and different pieces so it’s great to support local and shop local at this time, so it’s a good window in that sense,” she explained.
“But we also want to support the businesses through some of their quieter months as well so we’re hoping to extend the program with other community support beyond [Jan. 31].”
In response to the pandemic and understanding that local businesses need ongoing support from the community, “the initiative will focus on highlighting local businesses and how they have adapted to new pandemic restrictions – and also how they have adapted to the new way the consumers shop,” states an Oct. 4 CWCC press release.
Litchfield said the program itself will feature four toolkits and organizers are looking to make it “as easy as possible for as many partners as possible to promote that essence of shopping local.”
The project will focus on a multi-medium approach and include engagement through social media, radio, print and video to engage consumers and encourage them to shop local.
“It’s our turn to give back to them and we can do it simply by supporting local, which can be as easy as liking content on their social media channels, shopping in their stores, using their services, leaving a Google review, sharing their content,” Litchfield noted.
“They are here, they need support, and almost everything you could possibly need is right here in Wellington County. You just have to remember to look here first.”
She added an important part of the program is to remind people businesses are open.
“Shop local and supporting local is always important; it’s always been important, but I think COVID has highlighted that these businesses have weathered the giant storm that has been these past 18 months.
“It’s a time for the community to rally around these businesses that do so much for our community, that give back to our community.”
CWCC is currently looking for businesses or organizations within Centre Wellington to be highlighted during its portion of this project through video and blog profiles.
CWCC is looking for businesses or organizations that can share a unique or interesting story with the community. Business owners looking to be considered can visit cwchamber.blitzen.com/form/shoplocalprofiles to complete the form.
Centre Wellington businesses are also invited to participate in a county-wide shop local coupon publication, free of charge, to be released in January.
The initiative will feature themed, mini campaigns, which will include content for community partners to share through their communication channels.
Businesses are invited to use this content too, on their platforms, as well as access print material and more.
