Trib Total Media $1 million Shop Local Marketing Grant program extended

Trib Total Media will extend its 2021 Shop Local Marketing Grant program, following a strong response from local businesses that claimed the first allotment of funds.

The program was launched in April 2020 in the jaws of the pandemic. It supports locally-owned businesses by matching their advertising purchases — in essence, doubling their ad buy, and offering a range of options. The program began with a $250,000 pool, which was quickly expanded to $1 million to meet demand.

The 2021 effort, which kicked off on Jan. 1, received a similar response.

“When we allocated another $1 million to grants in the first quarter of 2021, this felt like a healthy number,” said Matt Miller, chief revenue officer of Trib Total Media. “After just 14 days, though, our funds for the quarter have been claimed. But we’re not going to pump the brakes.”

Shop Local is open to companies with two or fewer locations in the region. As a local business with deep roots in the community, “Trib Total Media feels a special kinship with other independently-owned local enterprises,” said Trib Total Media President and CEO Jennifer L. Bertetto. “We appreciate the business challenges of the pandemic, and are determined to see that the region works its way through to the other side.”

Applications will continue to be accepted through the end of January.

“The businesses in our community need assistance, and we want to be a partner they can look to for a helping hand,” Miller said.

Stoney’s Kitchen and Bath has been making use of the grant funds since the program began. The Irwin-based remodeling company is part of Stone & Co., a family-owned construction supply business in Greensburg for over 85 years.

“Opening a kitchen and bath center was a whole new thing for the company. Not a lot of people knew our story at first,” said Mike Stump, manager of Stoney’s Kitchen and Bath. “Our work with the Trib is helping people understand what we’re all about. It’s been driving business in the door, and getting us more recognition.”

The National Aviary, known as the nation’s bird zoo, has also been in the program since its launch last year. A treasure on Pittsburgh’s North Side, the nonprofit is primarily funded by admissions and program revenue — both greatly affected by statewide and countywide closures and capacity restrictions caused by covid-19. That’s why they greatly benefited from the match program.

“This grant was a great opportunity for us,” said Megan Hinds, senior manager for marketing and communications at the National Aviary. “Thanks to the Trib’s advertising match, we were able to maximize our admission goals, raise individual donations for the Aviary and make our marketing budget — limited by the pandemic — stretch even further. We were able to enroll again in 2021, and are excited to have the Trib help us continue to manage a strong advertising campaign that will help support our mission.”

The overwhelming response to the 2021 extension of the program “confirms to us that our region’s economy has staying power, and that businesses are able to see the horizon ahead,” said Bertetto. “Our staff appreciates the chance to work with other local businesses who share that outlook.”

“The most challenging times bring out the best in people,” said Miller. “We see it every day with our clients. They are transforming their businesses to work remotely, convert to takeout or provide a safe environment for their customers to come in. While this is difficult work, it’s also inspiring to watch. We have a resilient business community that refuses to be a victim.”

Details about the Shop Local program are at MarketingGrant.TribLIVE.com.