SPOTLIGHT
National in scope, local in focus
Support Local gift boxes share local business's products with other local businesses to encourage opportunities to work together.
How a number of regional support local campaigns benefitted small business owners across Canada
The COVID-19 pandemic has been difficult for everyone, but few more than local business owners. Three waves of provincial restrictions, shifting consumer habits, and a booming online retail sector have made running a small business almost untenable in many areas of the country.
At MNP, we’ve seen firsthand the fear and uncertainty small business owners have been going through. We were proud to connect many of our clients with government subsidies, loans, and rent relief programs throughout the first wave beginning in March 2020 — but many of our team members quietly wondered if we could do more to help.
“We can offer a lot in terms of helping our clients optimize their balance sheet and run a more efficient business,” says Trevor Winkler, MNP’s Regional Managing Partner for Calgary. “But we also have a large platform to advocate for local entrepreneurs and get people through their doors. It was an easy decision to use it.”
In September 2020, MNP’s Calgary office began purchasing billboard, print, and radio ads, and published an article discussing five community-wide benefits of supporting local businesses. Local partners hoped reminding consumers of the role small businesses play in creating healthy and vibrant communities would motivate people to keep their money local and invest in their neighbours.
The campaign quickly caught the attention of many of our local offices, with regional leaders across Canada sharing the blog post and placing ads of their own.
As the initiative built momentum, our teams shifted their focus from advertising and advocacy to directly investing in local businesses themselves. Adopting something of a matchmaker role, many local offices began sending quarterly giftboxes to several of our local clients. These boxes were curated with useful items from local suppliers who we thought could potentially benefit from working together.
“Our networks allow us to see potential synergies within our community,” says Winkler. “We thought this would be a great way to show our gratitude and hopefully create some lasting, mutually beneficial connections.
The advertising push and gift boxes were intended to be the extent of MNP’s Support Local campaign. They were well received by clients and team members alike and seemed to be making an impact. But a second wave of COVID-19 was destined to add a bittersweet third pillar to the campaign as new restrictions made holiday parties ill advised or impossible in virus hotspots.
Regional leaders across the country quickly realized they could re-direct holiday party funds to gift cards for team members to enjoy a safe, socially distant meal from the comfort of their homes. They could show their appreciation to the MNP family and potentially benefit dozens of local businesses at the same time.
“Our restaurant clients have seen an unimaginable decline in revenues which persisted even after the first wave of restrictions were lifted in June,” says Winkler. “There was never a question of using our holiday party funds to help support their recovery. Given the way the year has gone, I don’t think anything else would have felt quite so appropriate.”
Support Local television ads promoted the importance of community building.
"We're investing in our communities and you can too. We are in this together, and need to take care of each other."