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Look Local First Campaign: Monthly Newsletter Mention - Greater Des Moines Partnership

2015 ACE: Award of Excellence

The Look Local First Campaign is an effort to raise awareness of the impact that a business can have on the Greater Des Moines economy by shifting spending to local vendors. By raising awareness, it is the Partnership’s hope that local spending will be top of mind and therefore lead to businesses making the decision to shop local when the opportunity arises. Look Local First is a re-launch of prior years-long campaign with the same focus.


Date: August 9, 2015
Organization: Greater Des Moines Partnership
Chamber Website: https://www.dsmpartnership.com
City: Des Moines, IA
Community Peer Group: Metro Cities
Revenue Category: $2,000,001 and up

Look Local First Campaign: Monthly Newsletter Mention - Greater Des Moines Partnership

Synopsis:

The Look Local First Campaign is an effort to raise awareness of the impact that a business can have on the Greater Des Moines economy by shifting spending to local vendors. By raising awareness, it is the Partnership’s hope that local spending will be top of mind and therefore lead to businesses making the decision to shop local when the opportunity arises. Look Local First is a re-launch of prior years-long campaign with the same focus.

Marketing materials were driven by important economic data. The most widely-used statistic of the campaign was this: By shifting just 5 percent of spending to local vendors, area businesses could generate more than $1 billion in economic impact for the region and create nearly 6,500 jobs. That statistic was used as a call to action in nearly all marketing and communications materials. When presented with this information, it is easy for decision-makers to understand the direct impact their decisions have on the local economy, and in turn their organization.

The Partnership heavily pushed the campaign with a direct mailing piece called the “Greater Des Moines Big Impact Wallet.” The wallet contained three larger-than-life dollar bills, each of which laid out the economic argument for buying local. It also contained a Look Local First sticker that businesses could post in their storefront window or entryway to their office. Wallets were mailed to 5,300 businesses and organizations that are Partnership Members or Investors.

In addition to the direct mail piece, the Partnership ran a series of billboard advertisements in the Des Moines downtown skywalk system, as well as outdoor billboards around the Des Moines metro. The advertisements showed examples of how local services have led to great results in Central Iowa. The advertisements highlighted different industry sectors that are strong in the region, showing how easy it is look local in ways that might not seem obvious at first. The Partnership also communicated the Look Local First launch with a press release that was picked up by local media, stories in its weekly and monthly newsletters, Facebook and Twitter posts, and the launch of the website LookLocalDSM.com.

As a result of Partnership efforts, more than 5,000 businesses were made aware of the campaign, and the website had a spike in new visitors in May and June following the mailing of the wallet, advertisement placements, and newsletter mentions. The Partnership was able to successfully re-launch the campaign, raise awareness, and set the foundation for success in coming years. The Partnership saw this as a good return on investment for the $50,000 campaign.

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