LocalFirstSocialMediaSummary

BrighamYoungUniversity

MindyBurton
KirstenClancy
JacksonHadley
HollyKendall

Overview
OurgoalistoraiseawarenessandpatronageoflocalUtahbusinessesbypromoting
SmallBusinessSaturday.

KeyPublics:UtahCitiesandCommunities
Cityofficialsandcommunitybusinessorganizationsplayakeypartinbuildingsupport
forSmallBusinessSaturday(SBS)becausefirst,thecitycontrolsmunicipalchannelsof
communication,andsecond,helpinglocalbusinessespublicizethemselvesgivesresidents
businessestosupport.
Inordertoutilizethepotentialofthiskeypublic,wewillpursuetheseobjectives:
1. RaiseawarenessofSBSwithcitiesandcommunitybusinessorganizations
2. Providesocialmediacontentforcitiesandcommunitybusinessorganizationsto
sharepromotingSBS
3. Providethemeansforcitiesandcommunitybusinessorganizationstocreatetheir
ownsocialmediacontent

Messages
Toencourageparticipationinthecampaign,wewillcommunicatethesemessagesto
thesekeypublics:
1. Cities
a. Yourcitywillbenefitbypromotingitselfassmallbusinessfriendly
b. YouwillstrengthenyourcitybypromotingSBS
c. SmallbusinessesexemplifythevaluesUtahnsholddear
2. CommunityBusinessOrganizations
a. SBSisachancetogainexposureforyoursmallbusinesses
b. Peopleformrelationshipswithbusinessesthatareauthenticintheir
communications
c. Socialmediaprovidesanexcellentavenuetoconnectwithexistingand
potentialcustomers

Channels&Tactics
Asthiscampaignwillbecenteredaroundsocialmedia,wewilldevelopourtacticstobe
succinct,shareable,andeyecatching.TheywillbesharedonFacebookandInstagram,and
include:
Infographics
Smallbusinessprofilevideos
Smallbusinessprofileposts
Relatedarticles
Smallbusinessphotos

Blogposts
Guidelines,ideasandprintablematerialsforcitiesandcommunitiestocreatetheirown
content

DetailedPlan
ForthiscampaignwearegoingtoutilizeFacebookandInstagram.Whenweresearched
citiesinUtah,mostofthemhaveaFacebookaccount.Aswehighlightlocalbusinesses,itiseasy
totagthemonbothFacebookandInstagram.Byusingtheseplatformsweareabletoreachour
audienceandcrossovertootheraudienceseasily.

Details

Post

Friday,October30
Facebook
CharacterCount:128
ImageSource:
https://instagram.com/p/6Ve6BNvu8X/?takenby=vivej
uicery

WhySupportSmallBusinesseslike@ViveJuicerin
Utah?Readaboutitonourblog:(Linktoblog)
#SmallBizUtah#ViveJuicery#SLC

Friday,October30
Instagram
CharacterCount:82
Linktoourblogpostwillbeinbio.
Imagesource:
https://instagram.com/p/7Wq3h6IIIT/?takenby=wafflu
v

WhySupportSmallBusinessesinUtah?Readaboutit
onourblog,linkinbio.PC:@waffleluv#SmallBizUtah
#WaffleLuv

Sunday,November1
Facebook
CharacterCount:282
Image:Wepostan
exampleshotof
someoneholding
thissign.

Sunday,November1
Instagram
CharacterCount:282
Image:Wepostanexampleshotofsomeoneholding
thissign.

ThismonthwearecelebratingSmallBusinessesin
Utah.Fillinthisimagewithyourfavoritesmallbusiness,
tagthatbusinessanduse#SmallBizUtahforachance
towinaprizefromyourlocalbusinesses!Havemore
thanonefavorite?Enterthemall!#SmallBizUtah
#SmallBizSaturday

Wednesday,November4
Facebook
Charactercount:72

Wednesday,November4
Instagram
CharacterCount:278
Image:
https://www.facebook.com/photo.php?fbid=707462665
999768&set=t.1777881706&type=3&theater

Therearemanyreasonstosupportlocal.Itclosesthe
gapbetweenthe99%andthe1%.Itkeepsmoney
withinyourcommunity.Itsupportsyourneighbors.
KonradKeele,SLC,OwnerofUndergroundScreen
Printing#SmallBizUtah#TheUnderground
#UndergroundScreenPrinting#SupportLocal#SLC

Saturday,November7
Facebook
CharacterCount:97

Saturday,November7
Instagram
CharacterCount:147

Tagsomeonewhoisthinkingofstartingacompany,or
isalreadyrunningtheirowncompany.#SmallBizUtah
#Entrepreneurs#StartUpCompany#StartUps

Monday,November9
Facebook
CharacterCount:156

Monday,November9
Instagram
CharacterCount:180
ImageSource:http://www.vivejuicery.com/ourstory/

Vivecametolifethankstothesupportofourbeautiful
community.
Bryce&BrittanyThaxton,Ownersof
@ViveJuicery.#SmallBizUtah#ViveJuicery
#SupportLocal#SLC#HealthyLiving

Wednesday,November12
Facebook
CharacterCount145

Wednesday,November12
Instagram
CharacterCount:265
ImageSource:
https://instagram.com/p/6aWEq9KthB/?takenby=theco
coabeancupcakecafe

Ilikeseeingsmallbusinessesgrow,soIliketosupport
myfavoritessotheycangrow.Oneofmyfavoritebeing
CocoaBeaninProvo(weneedoneinSaltLake
County)!MirindaCall,SLC|
PC@thecocoabencupcakecafe#SmallBizUtah
#CocoaBean#SupportLocal#Provo

SaturdayNovember14
Facebook
Charactercount:114

SaturdayNovember14
Instagram
Charactercount:
ImageSource:
https://instagram.com/p/2FfArCyHtQ/?takenby=beehi
vebazaar

Itsimportanttoshopsmallbusinessbecausethatis
howcommunitiesarebuiltandsustained.Entrepreneurs
supportingtheirfamilies,doingsomethingtheyloveits
aprivilegetosupportpassionatepeople.@Halen
Seevinck,Provo.Someofherfavoritesare
@Everyman,@BeehiveBazaar@FoxgloveNursery,
@JuiceNJavaand@SunriverGardens

Monday,November16
Facebook
Charactercount:67

Monday,November16
Instagram
CharacterCount:191

Didyouknowthatsmallbusinessesaccountedfor64%
ofnetnewjobcreationinthepast18years?(According
totheSmallBusinessAdministration).#SmallBizUtah
#SupportLocal#SmallBizSaturday

Wednesday,November18
Facebook
CharacterCount:93

Wednesday,November18
Instagram
Charactercount:307

Buyingfromalocalbusinessmakesyoufeellikeyou
arepartofanextendedfamily.FeldmansDelisisone
placethatknowsyouwhenyouwalkinthedoor.
Immediatelytheyknowyourorderormayevenslipyou
afreedessertwhenyouarehavingabadday.Missy
Workman,SLC#SmallBizUtah#SupportLocal

Video:MissyholdingI<3FeldmansDelisignand
talkingaboutcompany

Saturday,November21
Facebook
CharacterCount:88

Saturday,November21
Instagram
CharacterCount:200
ImageSource:
https://instagram.com/p/wAlLIlF1dc/?takenby=unhing
edut

@Unhingedutisalocallyownedboutiquethatfeatures
over25localartists,designersandcollectorsfrom
aroundthestate.Weloveseeinglocalsupportlocal.
#SmallBizUtah#UnhingedSLC#UnhingedProvo

Monday,November23
Facebook
CharacterCount:68

Monday,November23
Instagram
Charactercount:130
ImageSource:
http://www.micharlotte.org/wpcontent/uploads/2013/1
1/AMEX_Shop_Small_Stamp_RGB_Primary_Blue_Lo
go.jpg

#SmallBizSaturdayisattheendoftheweek!Tagyour
favoritebusinessesinacomment!#SmallBizUtah
#SmallBizSaturday#ShopSmall

Wednesday,November25
Facebook
Charactercount:99

Wednesday,November25
Instagram

Whenyousupportsmallbusiness,youaresupporting
families!#WaffleLuv#SmallBizUtah

Video:15secondvideoofownerexplaininghowsupport
fromcommunityenabledhimtoownhisowncompany
andsupportownersfamily.

Saturday,November28
Facebook
CharacterCount:211

#SmallBizSaturdayishere!Snapaphotoofwhereyou
shoptoday,tagthecompanyanduse#SmallBizUtahfor
achancetowinprizesfromlocalbusinesses!Happy
Shopping.#SmallBizSaturday#SmallBizUtah
#ShopSmall

Saturday,November28
Instagram
Charactercount:211

#SmallBizSaturdayishere!Snapaphotoofwhereyou
shoptoday,tagthecompanyanduse#SmallBizUtahfor
achancetowinprizesfromlocalbusinesses!Happy
Shopping.#SmallBizSaturday#SmallBizUtah
#ShopSmall

BlogPost
Top5ReasonstoSupportSmallBusinessesinUtah
HollyKendall,AssistantDirectorofLocalFirstUtah
WhyshouldyousupportsmallbusinessesinUtah?Whatsthebigdeal?Wellforstarters,Utah
1
is
named#3
forbusinessinCNBCsranking.Utahisbecomingthedestinationforthose
wantingtostartupabusiness.Lehi,especially,isboomingwithnewbusiness.Icouldkeep
throwingreasonsatyou,butletmebreakitdown.Herearethetop5reasonswhyyour
communityshouldsupportsmallbusinesses.
1. GovernorHerbertisahugesupporteroflocal
businesses:
Utahsgovernor,GovernorHerbert,loves
business.Asthegovernor,hehasalotofimpactonthe
stateandwhathappensinitsborders.Thegovernorhas
supportedSmallBusinessSaturdayandwouldappreciate
allcommunitieswhodidthesame.Whodoesntwanttobe
onthegovernorsside?

2. Comingtogetherasone:
SmallBusinessSaturdaybrings
togetherthousandsofbrands,plus,itintroducesnewbrandsto
shoppers.Makeyourcommunitymoreintheknowwithbudding
brandsyouneverknow,theymaygetbig!(Everheardof
FreshlyPickeds
story?)Eveniftheydontyouarehelping
exposesmalltimebusinessestoawidevarietyofpeopleyou
aregivingthemachanceinthemerchandiseworld.Helpthem
cometogetherasone.

3. Celebritysupport:
PresidentBarackObama,
tennisstarSerenaWilliams,GleememberLeaMichele,
localmusicianMindyGledhilland
manymore
takepartin
SBS.Ifyourcommunitysupportsyoumayendupwitha
celebrityinyourstreets!Eitherway,youknowthatyour
communityissupportingthesamethingthatwellknown
facesoftheUnitedStatesalsosupport.Whodoesntthink
thatiscool?

4. Bigideasstartoutsmall:
Everybusinesshastostart
somewhere.Qualtrics,forexample,wasastartupcompanyin
Provo.Itisnowamultimilliondollarcompanyandoneofthe
mostusedsurveysites,especiallyforuniversities.Small
BusinessSaturdaycouldbethepushasmallbusinessneedsto
getgoing.Itcouldgivethemtheexposuretogettheirnameout.
IfyourcommunitysupportsSmallBusinessSaturday,youcould
behelpingabusinesscometolife.Ifthebusinessisinyour

community,thenyouareaddingtoyoureconomy.Itsawinwinsituation!

5. Enablingcareertiestofamily:ThestateofUtah
holdsfamilyinahighpositionofimportance.Many
citizensaremembersofTheChurchofJesusChristof
LatterdaySaints,areligionthatputsfamiliesfirst.Small
BusinessSaturdayhasalargegroupofbusiness
ownersthatarestayathomemothers.Theyareableto
raisetheirkidsandhaveabusinessoutofthehome.
Forinstance,
ThePlayground:thematforparklovers
andmessmakers
,wasstartedbytwoUtahmoms.Theyareabletohavetheirbusiness
andstillbestayathomemothers.BysupportingSmallBusinessSaturday,youare
helpingstayathomemomsmakeadifferenceintheworkforce.Youarehelping
childrengetthecaretheyneedfromtheirmothersbecausetheycanhaveathriving
businessbasedoutoftheirhome.Helpfamiliesstaytogetherandsupportthesmall
businessesinyourcommunity

1.Utahnamed#3stateforbusinessinCNBCranking.(n.d.).RetrievedSeptember8,2015,from
http://blog.governor.utah.gov/2015/06/utahnamed3stateforbusinessincnbcranking/
.

2.FreshlyPickedMoccasins.(n.d.).RetrievedSeptember7,2015,from
http://freshlypicked.com/
.

3.Spors,K.(2013,November30).Obama,CelebritiesShowTheirSupportOnSmallBusinessSaturday.RetrievedSeptember5,
2015,from
https://www.americanexpress.com/us/smallbusiness/openforum/articles/obamacelebritiesshowtheirsupportonsmallbusinesssa
turday/
.

4.Jones,M.(2014,December10).TwoLDSmoms'smallbusinesstakesoffonKickstarter.RetrievedSeptember8,2015,from
http://www.deseretnews.com/article/865617401/TwoLDSmomssmallbusinesstakesoffonKickstarter.html?pg=all
.

Measurement
Sinceouraudienceisrelativelysmallandsocialmediatacticsareeasilytrackedwith
analytics,measurementshouldbesimple.Wewill:
1. Personallyfollowupwithcityofficialsandlocalbusinessleaderstocheckiftheyhave
sharedanyofourtactics.
2. Trackthenumberofsmallbusinessesusingourtacticsonsocialmedia.
3. Trackinteractionwithallofourpostsandtopicsusingsocialmediaanalytics.
4. Trackusageofthehashtaguniquetoourcampaign,#SmallBizUtah.

ThiscampaignwillhelpourkeypublicsrecognizetheimportanceofSmallBusiness
Saturdayandgivethemengagingcontenttoshareonsocialmedia.Byprovidingideasandtools
tocreatetheirowncontent,wewillgivecityofficialsandlocalbusinessorganizationsthemeans
totelltheirownstoriesinanauthenticandmeaningfulway.