NBCUniversal Open Doors
Role:
Strategist
Web Designer
Social Media Lead
Date:
September 2022 – Ongoing
In partnership with launch partner State Farm, NBCU’s Open Doors initiative provides small business owners with educational and actionable resources in the marketing and creative realm.
Objective
Show support for small businesses post COVID-19 pandemic alongside advertising partners.
Strategy
To deliver on our mission of supporting small business owners everywhere, we established a high impact, always on approach that transcended platform and language. NBCU’s Open Doors (Abriendo Caminos) was positioned as a premiere destination for owners yearning for marketing expertise, but without a cost attached. Our collection of in-house produced “Marketing 101” summaries, curated network articles from TODAY, Telemundo, and CNBC, and partner resources from State Farm, all in a dual language format, kept visitors engaged with a diversity of subjects. Donated linear and digital ad time, social highlights, publication pieces, and rotating banner ads sustained traffic and kept the initiative top of mind for small business owners seeking assistance.
Successes
By generating awareness through linear, digital, and social channels, our team has driven considerable traffic to our web playbook, garnered interest in our aggregated content, and received requests for more information from the small business community and advertisers looking to support. Most importantly, our Open Doors initiative continues to provide actionable business resources and valuable education to small business owners who need it most.
Press Coverage
Paid Social
Website
Video Recap
TJ Hartnett 