Building community pride in supporting local businesses
About this project
Client
City of Chula Vista
Services
Marketing Campaigns, Media, Creative
The opportunity
Small businesses are at the heart of thriving communities. Yet the global COVID-19 pandemic hit these cherished local gems particularly hard. In turn, cities like Chula Vista were impacted along with businesses and families throughout the community. The City's economic development team sensed the need for professional support to rally their close-knit community together around their small businesses and locally-owned shops. Now, more than ever, it was crucial to encourage residents to shop, dine and stay local to boost the economic recovery of their community.
The approach
JPW worked with the City of Chula Vista to proactively encourage local residents to ‘think small’ and support their local businesses. The new “We built THIS” initiative was created to shine a light on unique Chula Vista makers, restaurants, hotels and shops across town and educate the community about the businesses that truly bring Chula Vista to life. The campaign is an extension of Chula Vista’s previous “THIS is Chula” tourism campaign, which has allowed a seamless integration into their website and builds on community familiarity with that campaign.
The solution
Campaign strategy and creative concept for "We Built THIS"
Comprehensive marketing plan
Complete video and photo production including all scripting, shot lists and coordination
Three community-wide feature videos
Eight business-focused vignette videos
Two mayoral support videos in English and Spanish
Website refresh
Key message development
Media release copywriting and earned media support
Digital ad suite for Google display ads
Social media strategy, copywriting, content development and asset management
The reward
A series of videos, display ads, social media content and eye-catching graphics are being shared with the community over the next several months, as the community rebuilds from pandemic closures and impacts. The various campaign elements all drive traffic to a refreshed explorechulavista.com site, beginning with a launch video featuring multiple small businesses. The earned media effort of the launch alone garnered 463,758 impressions, and the campaign has gone on to be featured in multiple local television and print media outlets in both English and Spanish. Most importantly, the campaign has sparked a renewed passion among residents to support the local businesses that have shaped their community and fused it with an eclectic mix of energy and creativity.