Facebook is aiming to 'Keep it Local' as part of a new marketing campaign that features small businesses in four local US markets: Columbus, Nashville, San Diego and Sacramento.
The social giant took inspiration from the impact small businesses across the country make in their neighborhoods. From July to September, the 'Keep it Local' campaign will highlight small businesses that embody the essence of the local business culture and play a significant role in strengthening their local community.
The campaign was created in partnership with 72andSunny and will run for eight weeks in those targeted cities. It 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,” wrote Michelle Klein, marketing director, North America, in a blog post. “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.”
Facebook stated it chose Columbus, Nashville, San Diego and Sacramento because they represent areas of the US with unique cultures but share a similar economic vision for enabling strong community.
Klein’s post continued: “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 Columbus, the Discovery City, several small businesses are featured, as well as the Columbus zoo, but there are many animal-related businesses across the city that make the tick. See the Columbus creative on the dedicated Facebook page.
In the Music City of Nashville, Facebook will feature businesses that have a second, or in some cases first, career in the music scene, introducing people to business owners that that make Nashville shine. The campaign will also celebrate the internationally-themed and internationally-owned businesses in the city. View the Nashville creative on its dedicated page.
The Sacramento push centers on the metro area's title as the City of Trees and home to the gold rush era, which still brings life to local business. Facebook will also showcase the local businesses that make Sacramento a little “other worldly” and supernatural. Starting July 23, check out the Sacramento creative at Facebook.com/keepitlocalSacramento.
San Diego is one of America’s dog-friendliest cities and Facebook aims to celebrate businesses that keep it best-in-show. Starting July 23, see the San Diego creative at Facebook.com/keepitlocalSanDiego.
Facebook will also be visiting these cities to celebrate the businesses and host an event that helps to equip them with tools to continue their business growth. During the event, the participating small business owners and their friends and families are invited to receive an exclusive first look at the broadcast commercial and celebrate the moments they helped to create within their community.