A revitalized Shop Carp Campaign, a community-wide effort designed to celebrate, promote and support locally owned businesses in Carpinteria is being initiated by Mayor Natalia Alarcon and Joyful Media, a local public relations company.
The Shop Carp Campaign introduces a refreshed and modernized approach focused on helping Carpinteria businesses gain visibility, attract customers, and thrive in an increasingly challenging economic environment, organizers said.
“This is my hometown and the local businesses are the heart of our community,” said Alarcon. “As the mayor I want to support a flourishing business community and this is just the campaign to help make that happen.”
Alarcon said she is participating in the initiative in her individual, voluntary capacity as an elected official and community member. Her involvement is separate from and not part of her official duties as mayor Carpinteria, and the campaign is not a city program or city-sponsored activity.
The campaign will include new storefront decals, dedicated social media channels under @LovingCarp, strategic media outreach, digital marketing resources for businesses, and professionally produced weekly video features highlighting local business owners and their stories.
“I saw our business community needed uplifting and I believe this effort will boost business and inspire our amazing local owners,” said Regina Ruiz, owner of Joyful Media. “Our local businesses are what make Carpinteria special.
“Through storytelling, media exposure, and community engagement, we want to remind residents and visitors alike that every local purchase makes a difference.”
A Carpinteria resident, Ruiz is a former television news anchor and reporter, and communications professional.
She earned her doctorate degree from the University of Southern California in organizational change and leadership, and has spent her career helping organizations build community connections through storytelling and communications.
A signature component of the campaign will be weekly business spotlight videos featuring broadcast-style interviews and video storytelling.
“The stories will highlight the people, history and passion behind Carpinteria businesses, from multi-generational family restaurants and longtime retailers to new entrepreneurs bringing fresh ideas to the community,” organizers said.
Business spotlight opportunities are open to all Carpinteria businesses. Any business owner interested in being highlighted through the Shop Carp Campaign’s social media features, video storytelling, or promotional efforts is invited to contact Joyful Media.
Featured businesses will be selected based on scheduling, availability, and the campaign’s goal of representing a broad cross-section of Carpinteria’s business community.
The campaign also addresses a growing challenge facing many small businesses.
“As commercial rents and operating costs continue to rise, many local business owners have limited resources available for marketing and promotion,” campaign officials said.
“The Shop Carp Campaign aims to provide businesses with professional visibility and marketing support at a critical time, particularly as the busy summer tourism season approaches.”
Organizers said they hope the campaign will strengthen community pride, increase local spending, support tourism, and provide lasting benefits for Carpinteria’s business community.
For more about the Shop Carp Campaign, or for businesses interested in participating, email Alarcon at nataliamalarcon@gmail.com; or Ruiz at Regina@Joyfulmedia.org.