Marketing During COVID-19: Capitol Shine
The COVID-19 pandemic of 2020 resulted in businesses shutting down from coast to coast. Many businesses, such as Capitol Shine, only offer in-person services which can be tricky during a shutdown. With people working from home, that meant a steep decrease in demand for auto detailing services.
To combat this, Griffin & Co. created a campaign called “Creative Spending.” The primary goal of the campaign was to educate customers on how they can still support local businesses during the COVID-19 pandemic through, you guessed it, creative ways. These ways included volunteering, online shopping, gift cards and take-out restaurants, among others. By including a list of other businesses and industries in the Arlington area (from the Arlington Chamber of Commerce), Capitol Shine was able to reach a wider audience as other businesses and individuals shared the campaign.
The secondary goal ties into the first: Selling digital gift certificates through the Capitol Shine website. By purchasing a gift certificate now, customers could use them at a later time which helped provide immediate funds.
Social media posts of the campaign were shared by other businesses, organizations and individuals in and around Arlington.
Key features of the campaign included:
Shareable images with an easy-to-understand message
Emailed out to current email list
Shared on social media including
Facebook
Instagram
Twitter
LinkedIn
Google Business
Call-to-action in the form of purchasing digital gift certificates
Images of the campaign can be seen below or on Capitol Shine’s website at www.capitolshine.com/blog/support-local-business-through-creative-spending.
