Foundation For The Carolinas Beyond Open

Beyond Open Small Business Program Grantee Celebration & Media Event

Context

Foundation For The Carolinas (FFTC) aimed to disperse $15M in grant awards over three years to help build wealth among small business owners, including among businesses owned by people of color, women, veterans and individuals with disabilities, through access to capital and investments in assets such as storefronts, equipment and technology without adding debt. Through the small business grant program, FFTC also sought to shift the narrative around business ownership, access to capital and pathways to wealth creation, with a special focus on underserved communities, including the “Corridors of Opportunity” in Charlotte. The Foundation was in need of an integrated communications plan that would grow awareness of the opportunity and help to ensure the distribution of the $15M grant funding.

Our Approach & Key Outcomes

Zaja PR led a comprehensive communications and public outreach plan to raise awareness, inspire action and ensure the successful distribution of available funds.

• The first objective was to create an inclusive, approachable brand to engage diverse small business owners. As FFTC’s first grant program for for-profit businesses, outreach needed to be thoughtful and targeted.

  With clear communications and strategic brand development, we built a community of over 7,600 individuals who subscribed to receive updates and engage with the Beyond Open program. Of the selected grantees, 91% identified as people of color, 57% as women-owned, and 85% were located within a Corridor of Opportunity.

• The second objective was to grow awareness and engagement.

  Using a variety of communication channels (email, social media, radio, TV, digital media and community outreach) we reached thousands of potential applicants. The program’s website saw 179,000 total and 121,000 unique visits, media had a reach of 423,316,365, and e-newsletters achieved a 72% open rate. We planned and supported communications for 36 in-person and virtual events, and 3 press events that served as grantee celebrations, attracting hundreds of attendees.

• The final objective was to engage business owners throughout the application process, ensuring their success in securing grants.

  Through creative outreach efforts and collaboration with small business development organizations, we received over 4,000 applications and awarded $16.3 million to 402 small business owners, exceeding the initial commitment of $15M in grant funding. Immediate impacts included the preservation of 737 jobs, the creation of 229 new jobs and an increase in revenue for hundreds of small business owners.