General News
March 27, 2024
Digital Main Street: Boosting Small Businesses with Digital Marketing
Introduction
In 2018, a strategic collaboration between The Ontario BIA Association (OBIAA) and The Toronto Association of BIAs (TABIA) led to the creation of the Digital Main Street program. This initiative, driven by a commitment to digital transformation, aimed to equip businesses with the tools necessary to thrive in the modern digital landscape. In 2021, the City of Burlington was awarded support from the program, allowing Burlington Economic Development to offer direct help to its Main Street entrepreneurs through the Digital Service Squad Team and the Digital Transformation Grant.
Support from Burlington
At the time, existing team members Ferene Navarra and Abrar Chowdhry had transitioned to other positions within the organization after playing integral roles in supporting brick-and-mortar businesses through the Digital Main Street program. Ana Claudia Nobrega joined the Burlington Economic Development team in July 2022 as a Digital Service Squad member. She was tasked with the role of supporting brick-and-mortar businesses with their digital marketing through the Digital Main Street program. 2022 was a challenging time, with many small businesses still struggling after the pandemic. To navigate this climate and amplify the reach of the program, we collaborated with Aldershot Business Association Area (ABIA) and Burlington Downtown Business Association (BDBA), and our community partners, The Burlington Chamber of Commerce and Halton Region’s Small Business Centre.
Major Challange
For small business owners who weren’t familiar with digital tools, the challenge was not just learning how to use them but also understanding the importance of having a digital presence. With the help of Digital Main Street (DMS), these businesses could use the grant to increase their online presence. creating professional websites to optimizing online listings, the program provided comprehensive support to enhance their visibility and competitiveness in today’s digital landscape.
The Olive Oil Dispensary: Tara’s journey
One Main Street business Ana worked closely with was The Olive Oil Dispensary located in the Aldershot area of Burlington. Like many small business owners, Tara Lester, had a mighty team of one. She oversaw the entire operation of her small business: from sales to purchasing, customer service to marketing. With the Digital Transformation Grant and support from the Digital Service Squad member, Tara learned how to amplify her businesses’ reach through social media like Instagram. It was inspiring to see Tara, who was initially unfamiliar with technology, create content that allowed her to show the face behind the business and make her brand stronger. With the Digital Main Street Program, Tara’s business will soon have an e-commerce store as well.
Tara’s story is just one example of how Burlington’s Brick and Mortar businesses are embracing digital tools. With help from Digital Main Street, more than 1,000 businesses in Burlington have had the chance to improve digitally, and 177 businesses received grants totaling $442,500 between 2021 and 2024.
Conclusion
As a member of the Digital Service Squad, Ana has learnt that no business can succeed alone. Programs like DMS are vital for small businesses, and connections with community organizations such as Economic Development, BIAs, The Small Business Centre, and The Chamber of Commerce are crucial to facilitate success.
The Digital Main Street program is a sign of hope for Burlington’s Main Street, showing that with the right support, businesses can thrive in the digital world. Together, let’s keep exploring new opportunities and supporting Burlington’s entrepreneurial spirit.
After 5 successful years, the program will be wrapping up at the end of March. However, Ana will be continuing to provide assistance to Burlington’s brick and mortar businesses. Looking for assistance with your small business? Send an email to ana@techplace.ca to see what resources are still available.