Be Local Buy Local | Marquette County, Michigan
When Local Meant More Than a Sticker
The Situation
Marquette County’s business community wanted a “Buy Local” program that would actually move the needle—not just slogans and stickers. Local businesses were hungry for something that would translate into real sales. Media partners, on the other hand, were focused on ad buys. Everyone wanted support for local commerce—but no one agreed on what that meant or how to get there.
The Real Challenge
There were national models, but most involved coupons or discounts—something cash-strapped local businesses weren’t eager to offer or train staff on. No one could agree on what success should look like, and no one wanted to lead. What started as a vague desire for “something” risked stalling out entirely.
What We Did
We facilitated a series of focused, honest co-design sessions with business owners across the county to map out needs, constraints, and overlapping interests. From there, we built something new: a mobile app-based loyalty program that gave people a way to register their purchases at local businesses—and win weekly prizes redeemable only at those businesses. The program launched as a three-month pilot during the 2016 holiday season, supported by a region-wide media campaign funded by business contributions.
What Changed
The results were remarkable. 103 businesses joined the pilot. The app saw 2,100 users who logged over 700 purchases totaling more than $600,000—all tracked and celebrated as local economic wins. Businesses got customers. Media got the campaign. And the community got a reason to choose local—again and again.
Why It Matters
This wasn’t just a marketing campaign. It was a proof of concept: that cross-sector, community-driven design can create smarter programs with real impact. And it all came from deep listening, bold coordination, and clear execution.
