News | May 26, 2022
Learnings in Targeting the Latino Community
In March, COVID-19 caused the Governor of Colorado, Jared Polis, to issue a “Stay-at-Home” order, changing the way entire industries do business. Amid crisis and confusion, we helped recognize Colorado businesses that turned “can’t” into “can do.”
As Colorado’s economy carefully emerged from the broad shutdown and gradually transitioned from “Stay-at-Home” to “Safer-at-Home” guidelines, state government agencies, including the Department of Regulatory Affairs (DORA), were tasked with raising awareness for businesses that were taking the public health orders seriously, but had also found innovative ways to continue serving their customers and clients while staying safe.
Following Karsh Hagan’s viral #StayHomeColorado social campaign, the Governor’s Office and DORA asked our Plan Ahead Team for help showcasing these local businesses.
Moving quickly, Karsh Hagan developed our “Can Do Colorado” social media campaign to recognize small businesses across Colorado that turned "can’t do" into "can do" by doing their part to keep partrons safe while pushing Colorado's economy forward.
From hairstylists, to physical therapists, to whisky distillers, workers and business owners all over the state shared how they embraced a “can do” attitude.
Using swift Crisis PR guidelines and thoughtful public service announcements, our campaign was promoted alongside Governor Polis’ “#DoingMyPartCO” social efforts and his “Safer-at-Home” content, which became vital resources during daily COVID-19 press conferences.
To further the campaign’s reach and audience, we asked Coloradans to submit nominations and stories about their favorite businesses, along with their “can do” innovations and creativity.
Within four hours of going live, our “Can Do Colorado” video got more than 5,000 views. Within four weeks, our paid social and digital media efforts drove more than 2 million impressions. In total, more than 20,000 people visited CanDoColorado.org where “Can Do” businesses were nominated and recognized.
We all have to do our part to keep others safe and help businesses thrive during this time. That means customers, clients and patients all have a role to play to ensure that Colorado remains resilient in the face of this pandemic.