SLC Department of Economic Development
Industry
Government
Services
- Branding
- Marketing
- Radio
- Media Buying
- Social Media
- Photography
Revitalizing Local Business Through Community-Centered Campaigns
When the Salt Lake City Department of Economic Development (SLCDED) needed a strategic partner to support local businesses impacted by ongoing construction in Sugar House, they turned to BWP. The goal was clear: encourage community members to rally around small businesses during a time of disruption. BWP was brought in to conceptualize, develop, implement, and manage a campaign that would drive awareness, spark action, and deliver real results.
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Bringing the Faces of Sugar House to Life
Our team began with an immersive photoshoot featuring 15 local business owners, capturing not just their portraits but the character, charm, and offerings that made each of their shops unique. These images became the foundation for a digital marketing campaign that told authentic stories—focusing on the people behind the storefronts and the passion behind their products. By emphasizing the human element, we connected the community on a personal level and made “supporting local” a heartfelt call to action.
Integrated Marketing with Measurable Impact
The campaign rolled out across digital platforms and was amplified with a supporting radio component, ensuring broad reach across Sugar House and nearby neighborhoods. Our messaging celebrated the resilience and individuality of the business owners while positioning their shops as vital parts of the community. The response was overwhelming—many business owners reported a dramatic increase in foot traffic and sales, a clear sign that our approach was resonating with the public.
Scaling the Campaign Citywide for the Holidays
Following the success of the Sugar House initiative, SLCDED once again partnered with BWP to launch a broader, citywide campaign focused on the holiday shopping season. This phase extended the campaign’s reach beyond Sugar House to showcase businesses across Salt Lake City and invited the greater Wasatch Front community to shop local and support neighborhood retailers during the most critical time of the year.
Capturing the Spirit of Local for the Holidays
We conducted a second photoshoot featuring 20 additional local business owners, this time infusing the creative with festive imagery and messaging that aligned with the holiday spirit. While we retained the core concept—highlighting the real people behind the businesses—we adapted the narrative to reflect the warmth, generosity, and sense of tradition that defines holiday shopping. Each campaign asset was customized to celebrate the unique personality of the featured businesses and inspire community support.
Results That Matter
The campaign once again delivered strong results, generating widespread visibility for local businesses and reinforcing Salt Lake City’s commitment to economic development through community engagement. BWP’s strategic, creative, and executional leadership helped transform a challenging situation into a rallying point for civic pride and economic resilience—proving that meaningful marketing can uplift local economies and the people who power them.
Bringing the Faces of Sugar House to Life
Our team began with an immersive photoshoot featuring 15 local business owners, capturing not just their portraits but the character, charm, and offerings that made each of their shops unique. These images became the foundation for a digital marketing campaign that told authentic stories—focusing on the people behind the storefronts and the passion behind their products. By emphasizing the human element, we connected the community on a personal level and made “supporting local” a heartfelt call to action.
Integrated Marketing with Measurable Impact
The campaign rolled out across digital platforms and was amplified with a supporting radio component, ensuring broad reach across Sugar House and nearby neighborhoods. Our messaging celebrated the resilience and individuality of the business owners while positioning their shops as vital parts of the community. The response was overwhelming—many business owners reported a dramatic increase in foot traffic and sales, a clear sign that our approach was resonating with the public.
Scaling the Campaign Citywide for the Holidays
Following the success of the Sugar House initiative, SLCDED once again partnered with BWP to launch a broader, citywide campaign focused on the holiday shopping season. This phase extended the campaign’s reach beyond Sugar House to showcase businesses across Salt Lake City and invited the greater Wasatch Front community to shop local and support neighborhood retailers during the most critical time of the year.
Capturing the Spirit of Local for the Holidays
We conducted a second photoshoot featuring 20 additional local business owners, this time infusing the creative with festive imagery and messaging that aligned with the holiday spirit. While we retained the core concept—highlighting the real people behind the businesses—we adapted the narrative to reflect the warmth, generosity, and sense of tradition that defines holiday shopping. Each campaign asset was customized to celebrate the unique personality of the featured businesses and inspire community support.
Results That Matter
The campaign once again delivered strong results, generating widespread visibility for local businesses and reinforcing Salt Lake City’s commitment to economic development through community engagement. BWP’s strategic, creative, and executional leadership helped transform a challenging situation into a rallying point for civic pride and economic resilience—proving that meaningful marketing can uplift local economies and the people who power them.
