VISIT VALLEY FORGE & MONTCO
A Case Study: How 20/20 Visual Media Pitched and Executed “Make It Main Street”, a Small-Business Focused Video Response to COVID-19
Visit Valley Forge & Montco works to attract regional and national visitors. They promote events, launch brands, and introduce viewers to the many great ways to play and stay in Montgomery County, PA, which helps to grow the local economies throughout the county.
The Creative
“Make it Main Street” was an original idea launched as a response to the COVID-19 pandemic, which economically disproportionately affected small businesses. We wanted to create a campaign that celebrated those businesses and encouraged viewers to support them.
The 20/20 Visual Media Development and Production teams pitched Valley Forge Tourism and Convention Board with the idea of creating TV spots and an integrated marketing campaign that would, at first, feature ten “Main Street” businesses across Montgomery County.
Beyond the TV spots, it was just as important to tell individual brand stories which would introduce viewers to the owners, and show what makes their businesses special.
Plus, each business could use this “full-length” video for their own purposes - on their websites and social media - to further assist in their recovery.
When crafting these personal stories, it was important that we didn’t just show up on the day of the shoot. Our Production team went out for site visits and met the owners face to face, without a camera, to understand the passion behind their storefronts - all to ensure that passion shined through in the finished pieces.
This creative storytelling-first campaign strategy was the economic engine that converted federal CARES Act dollars into measurable community foot traffic.
The Small Business Impact
Individual profile videos were created to support dozens of privately owned small businesses. The videos served as a rallying cry for consumers to buy local year round and create economic impact by keeping their dollars within the communities in which they live.
The Results
What started as a video concept evolved into a multiyear, omni-channel marketing campaign because of its overwhelming positive response. The Make it Main Street brand was launched and it continues to this day, more than 5 years after its inception.
This Philadelphia Business Journal article details the full reach of the campaign.
$1,000,000
total media spend across three distinct campaign phases
Brand Launch
of dedicated landing website, MakeItMainStreet.com
760,000
total video views across social networks (70% mobile)
Out-of-Home Placements
including billboards, public transit stations, and at Citizen’s Bank Park through partnership with the Philadelphia Phillies
4 million
users reached with #MakeItMainStreet hashtag
77
earned traditional media placements generating 11 million in reach
Recognition
The Make it Main Street campaign was recognized with several marketing accolades, including a MUSE Gold Award and an AVA Digital Gold Award for its strategic marketing execution.
Client Testimonial
“There’s a million video companies out there. When you have trust and you work with a partner like [20/20], you know why to recommend them.”
Mike Bowman
President & CEO
Valley Forge Tourism & Convention Board
Photo Gallery
Over our 3-year campaign, the 20/20 production team created vignettes for 38 small businesses, telling the people-focused stories of community and the impact of buying local. In total, four commercials ranging from 15 to 60 seconds were created and aired regionally, and the 38 individual vignettes ranged from 1 to 2 minutes and were distributed online by Valley Forge Tourism and Convention Board as well as by the individual businesses.
