SCA rolls out $1m Shop Local campaign to support small businesses in a COVID-19 economy
“We don’t know when this is all going to end yet, but it will end,” Carrie Bickmore tells listeners in Southern Cross Austereo’s (SCA) new ‘Shop Local’ campaign, the biggest the radio business has ever rolled out and backed with over $1m in owned media investment. “In the meantime, support a local business to help them survive, and hopefully, thrive.”
The national campaign, voiced by more than 70 Triple M and Hit Network talent across the country, urges people to support local businesses still open, but perhaps struggling, in the midst of COVID-19 lockdowns.
Each local SCA station is also giving small businesses – from restaurants and cafes through to tradies and beauty salons – in their towns and cities shout outs on air and across social media.
Chief sales officer Brian Gallagher said SCA is “a proudly national and fiercely local company”, making it the perfect platform to push out the message that “now more than ever we need to support local businesses across Australia”.
“We want to see businesses continue to grow, from SME to larger companies, and we are passionate about helping them during these uncertain times,” Gallagher added.
“With 98 stations across metro and regional Australia, as well as our digital and social assets, we have the ability to deliver bespoke content to local markets. We can use our platforms to support our local communities and to share a simple message – to shop local.”
It’s not just small businesses that have been struggling to survive the global pandemic. SCA was one of the first media companies – many others followed – to introduce 10% pay cuts and enforced leave, announcing the measures in March after entering a voluntary suspension and trading halt.
A month later, on 30 April, the business increased those cost-cutting measures, turning to stand downs and reducing staff hours.
According to Radio Today, SCA met the requirements for the federal government’s Job Keeper scheme, which provides a before-tax fortnightly payment of $1,500 per employee.
To be eligible for Job Keeper, companies with a turnover below $1bn must have suffered a 30% decline in revenue. During its full-year results, posted in August, SCA had revenues of $661m for the 2019 financial year.
The ‘Shop Local’ campaign is currently live across SCA’s 98 Triple M and Hit Network stations, in addition to digital and social assets.
Brittney Rigby was Mumbrella's deputy managing editor - news and analysis. She left Mumbrella in April 2021.
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Great concept – was even better when Grant Broadcasters started running their version in February
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