PROVIDENCE, RI – Secretary of State A. Ralph Mollis is taking a page out of the late-night-marketing playbook by targeting small business owners on cable television. A new 30-minute TV spot promoting the economic development tools offered by government agencies will air dozens of times over the next few months.
“We may be breaking new ground for a government agency, but this is a proven way to get information into the hands of the public,” said Mollis
Filmed at the “We Mean Business Expo” at Providence’s Hotel Renaissance on Sept. 10, the production contains all of the man-on-the-street interviews and product endorsements common to the genre. Channel surfers should be able to catch the spot almost every day through the end of the year.
Hundreds of business owners attended the expo, which gave entrepreneurs the opportunity to connect with local, state and government agencies. But Mollis was looking for a way to let people know that his office will help open doors to government all year long.
“We play matchmaker 52 weeks a year. Our message to small business owners is simple. Let us help you talk face-to-face with the officials who regulate you, provide financing and offer advice,” said Mollis.
More than 70 organizations set up shop at the expo. The IRS, the Providence Economic Development Partnership, the U.S. Small Business Administration and the state TV and Film Office are among the agencies that can be seen touting their services on TV.
Customers get in on the act, too. In one scene on the expo floor, Ploipailin Flynn and Katherine Harty of Leotus Home Cooling in Providence tell viewers how useful it is to have help connecting with bureaucrats.
The spot was filmed and edited by Capitol TV. Full Channel and Cox customers can watch the show on channel 15. Verizon will air the program on channel 34. The cable companies provide the airtime free of charge.
“Making it easier for Rhode Island companies to do business frees them to do what they do best – be innovative and grow. ” said Mollis.
Why is an office that is best known for its stewardship of last year’s record-setting election season working on economic development?
State law gives the Secretary of State responsibility for commercial liens, corporate trademarks, notaries public and corporate reporting. In fact, Mollis works with every company registered to do business in Rhode Island – more than 67,000 in all.
Mollis and the R.I. Economic Development Corporation launched the We Mean Business initiative in 2007 to make it easier for businesses to obtain forms, make contacts and get quick answers from government at all levels. This is the third straight year that they have staged the expo.