The American Rescue Plan Act of 2021 mandated that the Small Business Administration (SBA) institute a robust outreach and education campaign for small businesses, entrepreneurs, and underserved communities to raise awareness of the Community Navigator Pilot Program (CNPP) among all target audiences across all 50 states and Puerto Rico, to connect them with federal, state, and local resources available to assist eligible business owners at any stage of their businesses’ life cycle.
ECU oversaw the strategy, design, development, and deployment of a large-scale multimedia, multilingual national outreach, and education campaign. The campaign surpassed the SBA’s goals, with its ECU-designed landing page becoming the most-visited page on the SBA website for the majority of FY2023.
Our strategy included the following services:
Accomplishments: The campaign boosted awareness of SBA and CNPP across diverse audiences and delivered exceptional ground-breaking numbers including 4.4M new website users, 7.2M clicks, and 1.2 billion impressions.
Awards: AVA Gold Award – 2024 SBA Community Navigator Campaign: Social Media Advertising Campaign, Digital Marketing Campaign and Digital Advertising Campaign. MarCom Platinum Award – 2023 SBA Community Navigator Campaign: Informational Video/Audio, Advertising/Marketing Campaign Digital Ads, Digital Awareness Campaign Display Ads and Multicultural Awareness Campaign in Strategic Communications & Branding.