Advocating for Change: A Case Study with Goldman Sachs 10KSB Voices
More Engagement and Participation
Attention from Elected Officials
01.
Context
The Goldman Sachs 10,000 Small Businesses Voices program helps small business owners in the United States advocate for policy changes that help their business, their employees, and their communities.
The more business owners that get involved, the better. Which is why it was important to highlight the voices of business owners’ stories through video.
Industry
Corporate
Involvement
It really helps us get our message out and move the needle and make change for small business owners.
Play the video to learn more from our client – Jane Moffat, the former Deputy National Director for 10KSB Voices at Goldman Sachs.
02.
Our Approach
It was important to get a diverse representation of business owners in these videos. With cohorts across the country, we wanted to capture stories from a wide range of individuals from different areas. To achieve this, we used both used remote video and hired local videographers.
It was also important to include the elected officials who get involved – as a way of encouraging others to do the same and to let business owners know their voices are heard through this program.
The Value of Peer Recommendations and Authentic Storytelling
- 92% of consumers around the world say they trust recommendations from peers above all other forms of advertising. (Nielsen consumer insights)
- 90% of consumers say authenticity is important when deciding which brands they like and support. (Stackla consumer and marketer perspectives)
03.
Outcomes
The goal of the video was to get people excited about participating and it achieved just that. After watching the video, business owners become inspired to join and advocate on behalf of themselves and their peers.
In addition to showing the video to business owners, elected officials are seeing this and are inspired to get involved.
Results
- Higher participation from small business owners
- More interest from elected officials
