Find the Gifts They’ll Never See Coming
Client: TCF Bank
For many small businesses, the holiday season is often their most profitable. Yet, with scarce marketing and public relations resources in the midst of a pandemic, many Black-owned businesses were struggling to survive. As a community partner with Grandmont Rosedale and Live6, TCF Bank used BLVD, one of its marketing agencies, to create an advertising campaign to remind Detroiters and others of the great finds and foods in these neighborhoods to increase their business during the holiday season.
Why it Works or Express Cultural Relevance:
Making A Dollar out of 15 cents.
The Grandmont Rosedale and Live 6 communities have always maintained the culture of community on their own terms. Though the number of Black-owned businesses is at an all-time high, for over 50 years these businesses overwhelmingly have been underrepresented. So Black ownership is not new news with this community. What was new was the resolve, resilience, and ingenuity they had to display during their toughest time in business.
