NBCUniversal today launched a new advertising program to support diverse-owned small businesses. The program, called Open Doors: Where Small Businesses Thrive, is a partnership between NBCU, agency Walton Isaacson and State Farm, with the potential for more partners to join.
Open Doors utilizes NBCUniversal’s One Platform cross-portfolio ad buying suite to offer marketing resources to small businesses still recovering from the pandemic. At its base, the program offers a virtual playbook that includes insights and strategy on marketing from website design to business planning to social media campaigns. The playbook is downloadable in both English and Spanish.
The program comes as media companies and brands continue to look for ways to invest in diverse-owned businesses. Among others, Roku announced an agency partnership program to extend its ad-buying platform to small business clients earlier this month, and last month, OMD Worldwide unveiled a similar program to educate small businesses on media planning and buying.