1. Spotlight Business Leaders Who Champion Local Businesses

Many executives, plant managers, and corporate leaders have strong connections to local businesses. Some started their careers at small companies. Others have favorite local restaurants, retailers, or service providers they support regularly.

Use those stories.

Create a content series featuring local business leaders discussing:

• Their favorite locally owned businesses
• Early jobs they held at small companies
• Lessons learned from entrepreneurs
• Businesses they recommend residents visit
• How their organization supports local vendors

Vary the content format. A short video, social media post, email interview, podcast segment, or quote graphic often works better than a formal sit-down interview.

This provides valuable (and unique!) content for your Small Business Season campaign and gives larger employers positive visibility while highlighting small businesses. It also can make seemingly unapproachable leaders seem more personable and human, which can be a huge win for a large company. “Oh, the head of Walmart loves our local pizza shop too.”

2. Position Chamber Gift Certificate Programs as an Employee Benefit

Many chambers offer gift certificate programs, local spending cards, or chamber gift card initiatives that can be redeemed at participating businesses.

These programs create a natural connection between large employers and small businesses.

When speaking with HR teams or employee engagement leaders, explore opportunities to use local gift cards for:

• Employee recognition programs
• Holiday gifts
• Service awards
• Wellness incentives
• Team contests and rewards

Unlike single-store gift cards, chamber-backed programs often allow employees to choose from dozens of local businesses, for the ultimate one-size-fits-all-will-make-your-employees-ecstatic gift.

Employers appreciate the flexibility, employees appreciate the choice, and local businesses benefit from increased spending throughout the community.

If your chamber doesn't currently offer a local spending program, you may want to explore it.

3. Tell the Story of Local Supply Chain Partnerships

Many large employers already work with small businesses—sometimes more than the community realizes.

They may rely on local:

• Marketing agencies
• Maintenance companies
• Caterers
• Technology providers
• Manufacturers
• Logistics partners
• Professional service firms

These partnerships create compelling success stories. Highlight examples of how businesses of different sizes work together to solve problems, create jobs, and strengthen the local economy. Not only can this be a source of pride for the area it also can lure new residents to your community because they’re attracted to the shared commitment working toward a growing economy.

National companies continue to invest in supplier diversity and local sourcing initiatives, creating opportunities for smaller businesses to grow. Sharing these examples can help chamber members better understand what larger organizations look for in vendor relationships and procurement processes.

Those insights can be incredibly valuable for entrepreneurs hoping to secure larger contracts in the future.

4. Help Large Employers Join the Local Business Conversation

One trend that continues to gain traction is larger brands publicly promoting smaller businesses.

National media outlets, industry publications, influencers, and corporate brands regularly publish recommendations, gift guides, and "support local" features highlighting independent businesses. Even Amazon highlights small businesses and makers on its site.

Your chamber can create opportunities for large business endorsements of local ones by creating or assisting with:

• Local gift guides curated by major employers
• "Favorites Around Town" lists from business leaders
• Employee-recommended local business campaigns
• Community shopping challenges
• Social media spotlights featuring local business recommendations

The goal isn't to shift attention away from larger employers. It's to demonstrate how businesses of all sizes contribute to a stronger local economy…together.

Small business campaigns are most effective when they bring people together rather than divide attention among different business groups.

Economic success isn't built by one sector alone. Independent businesses, growing companies, nonprofits, startups, manufacturers, and major employers all play a role in creating vibrant communities.

When large employers are invited to participate—not just observe—they often become some of the strongest advocates for local business success.

And that's when a seasonal campaign evolves into something much bigger: a community-wide effort that strengthens relationships, builds goodwill, and supports the businesses that make your region unique.