How would you like to honor a special segment of your customer base while reminding the public of the important role your utility plays in the community? We are weeks away from such an opportunity.

 

March 29 through April 5 is National Small Business Week. Since 1963, the president of the U.S. has issued a proclamation to recognize the contributions of the small businesses who are this country’s economic backbone.

 

The Small Business Administration defines small businesses as those with fewer than 500 employees. They constitute 99.7 percent of all firms. Whether they are home-based or occupying main street buildings, your system likely has a high number of these businesses.

 

Consider these additional facts that speak to the impact of our small businesses:

• Small businesses create 62 percent of all net new jobs.
• Small businesses employ 47.8 percent of the private sector workforce.
• Small businesses pay out 41.1 percent of private-sector payroll.

National Small Business Week gives you the opportunity to recognize these companies that enrich so many lives in your communities. Take time now to develop your plan. Here are some ideas:

Feature some small businesses in your magazine, newsletter or website. No one tells the small business story better than the men and women who have struggled to build these companies. Interview business owners about what they offer, how they got started, their struggles, their victories and what they love about serving the local community.

Award a Small Business of the Year. Establish an annual program wherein you select a local company as Small Business of the Year. For your first year, discuss among your staff ideas for a business that has a solid reputation of contributing much to the local economy and quality of life. Profile this company in your publications and tell their story. Set up a visit with the owners to host a reception (bring some snacks) and present a plaque. Invite local news outlets to cover it.

Acknowledge all small businesses with a letter of gratitude. This is a simple act that can mean a great deal to your small business customers. Draft a letter (from the general manager or top leadership) that highlights a few key points about small businesses in general, then thank them for the work they do every day to provide quality services, create jobs and support the local economy. This is also an opportunity to remind them that you are committed to supporting them by providing a reliable, cost-effective power source, and to invite them to contact you with any questions or needs they may have. Mail this to all local small business customers (be sure to use the local address if you are sending their power bill to an address outside your service area).

Celebrate through social media. Facebook, Twitter and Instagram are ideal outlets to share information about the impact small businesses have on America. Post photos of local businesses. Share links to their websites. Invite followers to share their favorite small businesses. Encourage owners to tell their stories. Develop hashtags that will make your posts more shareable.

If your company has never done a campaign such as this, you can start small and add to your Small Business Week celebration each year. It’s a true win-win program that can run for several weeks the first quarter of each year, reminding your customers of the impact of small businesses while bringing to the forefront the role your utility plays in powering the community.  

 

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Stephen V. Smith is President/CEO of WordSouth — A Content Marketing Company, serving electric and telecommunications providers since 1996. Stephen can be reached at ssmith@wordsouth.com.