LA DCBA

Challenge

Street Level Strategy (SLS) is the Hyperlocal Media and Outreach consultant for the Los Angeles Department of Consumer and Business Affairs (DCBA) programs and services funded by the American Rescue Plan Funds. As the primary consultant on this project, we aim to engage various LA County audiences and stakeholders on DCBA’s services and programs.

To date, some of the campaigns for the programs and services that our team has developed and executed include:

• Mortgage Relief for Mom and Pop landlords
• Healthy Food grants for CBOs
• Tenant Protections Education
• Minimum Wage Awareness
• Umbrella DCBA programming and promotion

Approach

One of the main avenues to spread awareness is by creating a strategic communications strategy that aims to target the specific stakeholders for specific DCBA programs using the following mediums: ad buys in hyperlocal and ethnic media outlets, earned media, social media, and director outreach.  

A key component used throughout the different campaigns includes targeted outreach using the County’s equity index, ARDI, to reach the most vulnerable and under-resourced audiences. Our team uses the county’s data to ensure we are meeting audiences where they and reaching uses their modes of communication. 

Our team deploys direct outreach, organizational outreach, industry and stakeholder group outreach, earned media, paid media, paid social media, billboard ads, placement, and organic social media. Given the ever-changing audiences for these campaigns, our team heavily emphasizes data analytics to measure the campaign’s effectiveness – and to measure the campaign’s geographic reach throughout the county.