New marketing campaign to support restaurant revitalization in Boston
The campaign, which will launch next week, promotes employment opportunities and dining experiences at local restaurants.
As part of his efforts to ensure a fair recovery, Mayor Kim Janey today announced a new multilingual marketing campaign to inspire audiences and revitalize Boston’s diverse restaurant industry. Developed in partnership with ThinkArgus, a local minority-owned and female-led marketing agency, the two-pronged campaign to support the city’s restaurant revitalization pilot program will encourage job seekers to pursue work opportunities. in restaurants and encourage diners to enjoy the local restaurants that give Boston neighborhoods flavor.
“Restaurants are cultural and economic hubs with a variety of employment opportunities that help keep our communities strong,” said Mayor Janey. “This campaign will inspire residents and visitors to Boston to rediscover all that our city’s restaurants have to offer, from rewarding work to memorable meals. Investing in our vibrant restaurant industry will make our city’s continued economic recovery more equitable.
The first phase of the marketing campaign, which celebrates the benefits of working in the restaurant business, will highlight a three-month recruiting period for workers from November 1, 2021 to January 31, 2022. Prospective restaurant workers can visit Boston. gov / RestaurantJobs for more information on incentives and participating restaurant employers. The second phase, intended for guests, is scheduled for December. In total, the worker recruitment campaign will include radio, digital, social and print formats, as well as advertisements posted on MBTA trains, buses and transport stations. The campaign will appear in English, Spanish, Chinese, Vietnamese, and Russian, with additional languages coming soon to Boston.gov/RestaurantJobs.
“As a small business based in Boston, we are deeply invested in the success of our fellow small businesses. It is our honor to help showcase Boston restaurants, especially those who are committed to leading the way as respectful and responsible employers with a commitment to fairness, diversity and advancement. of employees, ”said Lucas Guerra, Founder and CEO of ThinkArgus.
The architect behind the campaign, Boston-based marketing agency ThinkArgus, was selected through a public request for proposals (RFP) process in September 2021. The minority-owned company and led by women has previously designed campaigns for clients such as the Mass Cultural Council, ArtsBoston and the Massachusetts Office of Travel and Tourism.
The campaign is part of a larger restaurant revival initiative called the Restaurant Revitalization Program – a pilot program led by the Mayor’s Office of Economic Development (OED) and the Mayor’s Workforce Development Office. (OWD). In September 2021, OED began soliciting applications from restaurants to participate in the program. Selected restaurants will receive subsidies for business expenses (such as rent, payroll, or inventory), as well as incentives to attract and retain quality workers. Employee incentives include a retention bonus of $ 900 and up to $ 5,000 in tuition assistance for college or vocational training.
The creation of the program grew out of a roundtable that Mayor Janey and the OED held with restaurateurs in June 2021 to find out what support their industry needed. Hiring helpers and re-engaging with clients have become top priorities. With the feedback, the City of Boston has partnered with City Councilor Lydia Edwards, One Fair Wage and High Roads Kitchen to launch the Restaurant Revitalization Program.
“What we like to emphasize is that we are a local economy,” said Luther Pinckney, operations manager of The Pearl, a seafood restaurant in Dorchester. “We are your neighbors, your friends, your relatives. Your community needs your support.ABOUT THE MAYOR OF ECONOMIC DEVELOPMENT
The Economic Development Cabinet’s mission is to make Boston an attractive and accessible place for working families, entrepreneurs, businesses and investors to innovate, grow and prosper in a way that promotes inclusion, expands opportunity and shares prosperity, thereby improving the quality of life for all Bostonians and the experience for all visitors.ABOUT THE MAYOR’S OFFICE FOR WORKFORCE DEVELOPMENT
The Mayor’s Office for Workforce Development (OWD) is an innovative agency within the Boston Planning & Development Agency that seeks to ensure the full participation of all Boston residents in economic vitality and l future of the city. OWD funds and oversees programs that promote workforce development through education, job training, apprenticeships, financial coaching, career paths, literacy initiatives, and more.