We broke our coronavirus response strategy into two core pillars: support and connection.
To better support its small business members, 3C built a COVID-19 Resource Center and Funding Finder tool to provide small businesses with a frictionless way to find funding programs, apply for emergency loans and grants, learn about e-commerce and other digital tools and quickly review policy updates from their state regarding lockdown regulations.
We established a rapid response team to identify, compile, and organize available resources for small businesses on a daily basis. By aggregating these resources in a single place, 3C saved small business owners time, money, and energy, allowing them to focus on their day-to-day operations.
To ensure overwhelmed small businesses knew there were resources available to them, we launched a digital advertising campaign primarily on Facebook targeting small businesses most impacted by the pandemic, such as restaurants and retail. Because we had a limited advertising budget, efficient ad performance was crucial. We used a look-alike audience modeled after our own members to reach similar small businesses.
In addition to our educational programming, we connected 1,020 small businesses with 3C’s technology partners to leverage the companies’ small business relief offerings through our Virtual SkillsConnect events. Our 10 state-specific virtual roundtable events allowed participating small businesses to speak face-to-face with their members of Congress and state officials to ask questions and assert their priorities. We also created a small business support group and weekly virtual Happy Hour to give small business owners space to network, grieve, and problem-solve.
We collected and amplified dozens of small business success stories, and we released the pilot episode of 3C’s Digital Makeover series. We paired two small business owners who had previously attended our networking events to work on a full remodel of a small business’ digital presence with the guidance of a digitally enabled “mentor” business. Coaching sessions were held on Zoom and our team designed a new website, logo, social pages, and online ads for the business.