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Love Local

Supporting business districts through COVID-19

Love Local impacts

In response to the challenging economic impacts of COVID-19 on small businesses, Hennepin County worked with 11 cities on Love Local Initiative, an effort to encourage people to shop at their local business districts while following COVID-19 safety guidelines during the 2020 holiday season.

The campaign utilized print and digital ads, social media, and billboards.

View the campaign results (PDF)

Messaging strategy

Messaging focused on ways to support local businesses while also emphasizing safety precautions.

A sample message from the campaign is below:

You can reduce the risk of contracting or spreading COVID-19 while supporting your favorite local businesses by:

  • Shopping online
  • Ordering takeout
  • Shopping alone
  • Wearing a mask properly when visiting in person
  • Visiting stores briefly and during off-peak hours
  • Washing your hands frequently
  • Staying home if you're feeling sick

Marketing and promotion support

The Love Local Initiative is supporting 11 business districts with a marketing campaign to encourage communities and local residents to support their local business districts safely through COVID-19, including:

  • Brooklyn Park – Edinburgh Center Drive North
  • Crystal – Bass Lake Road Strip
  • Golden Valley downtown
  • Maple Grove – Grove Retail Center
  • Minnetonka – Glen Lake
  • St. Louis Park – Walker-Lake
  • Edina – 50th and France
  • Excelsior downtown
  • Mainstreet Hopkins
  • Robbinsdale downtown
  • Wayzata downtown

In addition to marketing support, the Love Local Initiative also included coordinated public space improvements including wayfinding and artist-designed dome installations, to encourage COVID-19 safety and enhance overall shopping experience.