Strategy November 09, 2018
Deluxe Corp. Gives Makeovers to Small Businesses
A Minnesota-based distributor has put a fresh twist on Extreme Home Makeover.
Deluxe Corp., parent company of Top 40 distributor Safeguard (asi/316203) and Deluxe Business Services (asi/178720), recently released the third season of “Small Business Revolution – Main Street,” an online series that showcases the $500,000 revitalization of one small town and its small businesses. The campaign started after the distributor shared 100 independent business stories through photos and videos, simultaneously producing a documentary about the power of small business in the US and its impact on the national economy. The lack of small business creation has becoming a growing concern in recent years, as recently discussed by a Wall Street Journal panel of entrepreneurs and policymakers.
As part of Deluxe’s effort to rebuild and revitalize independent businesses throughout the country, the company has sought out nominations from towns in need of a makeover, allowing the public to vote online for which town is most deserving. Wabash, IN, and Bristol Borough, PA, were selected in 2016 and 2017, respectively.
Is your logo creating unnecessary expenses? Alicia Jeffreys, owner of a #doggrooming business, found it difficult to print her multi-colored logo. Watch this #logodesign make-over, then download our #ebook for more expert tips: https://t.co/5kKzYWlfZs @smbizrevolution #smallbiz pic.twitter.com/NBnhkz2VJn
— Deluxe Corporation (@deluxecorp) October 24, 2018
In this year’s season, the Deluxe team of marketing experts was joined by Extreme Makeover: Home Edition host Ty Pennington and six nationally recognized female business leaders. Together, they helped revitalize six selected businesses and the community of Alton, IL. The transformations included a mother-and-son duo operating a beloved, yet struggling soul food restaurant, a pet groomer who provides exceptional customer service but works around the clock and young business partners seeking to move their music studio into a larger space.
“When watching this season, you’ll find tips that are applicable to entrepreneurs across America,” Amanda Brinkman, chief brand and communications officer at Deluxe, said in a press release. “You will also see what is at stake for Season 4 before nominating your favorite small town.” For the first time, all of the season’s episodes are being released simultaneously, now streaming at SmallBusinessRevolution.org, Hulu and YouTube.
Deluxe provided an array of marketing services such as website development, logo design and social media strategy. Branded apparel plays a major role in the makeover of Lovett's Soul Food, a small, family business that completely rebranded itself. In a bonus scene posted to Small Business Revolution’s Instagram page, Brinkman unveils new logo T-shirts to the restaurant owners.