Category: Community Engagement

local marketing

Charleston’s Choice 2026

Posted on | by Thom Leaman | Leave a Comment on Charleston’s Choice 2026
The Big Idea

The Big Idea: Turn Local Love Into Measurable Growth
How Charleston’s Choice 2026 helps established favorites and emerging brands turn community love into year‑round revenue.
Charleston's Choice 2026
Charleston’s Choice 2026

11
years of Charleston’s Choice
celebrating local favorites

30,000+
engaged readers invited to
nominate & vote in 2026

6,000+
businesses nominated
in 2025 across the Lowcountry

125,000
votes cast in 2025,
creating massive word‑of‑mouth

Charleston’s Choice is not just a contest—it is the moment each year when the Lowcountry pauses to recognize the businesses they simply cannot live without. Now in its 11th year, the 2026 program again invites more than 30,000 engaged readers to nominate and vote for their favorite local businesses across 350+ categories, from food and nightlife to home services, health, shopping, and more.

In 2025, over 6,000 businesses earned nominations and more than 125,000 votes were cast, giving local brands massive word‑of‑mouth exposure and recognition that lasts long beyond the ballot. For 2026, Charleston’s Choice is designed to serve two core groups: long‑time favorites ready to defend and expand their reputation, and emerging businesses that want to get on the map fast.

▲ Why It Matters for Established Favorites
Turn past wins into a 2026 loyalty engine.
If your business has been nominated or placed before, Charleston’s Choice is now part of your brand story—and 2026 is about amplifying that advantage. A pre‑populated ballot means prior nominees are already in the system, making it easier for loyal customers to find and support you during Phase 1 (May 1–29).

Built‑in head start
Upgrade listings into full‑funnel touchpoints.
Upgraded listings let you stand out with photos, descriptions, and links, turning a simple “vote” button into a full‑funnel brand touchpoint. Instead of a plain name on a list, customers see who you are, what you offer, and how to engage with you—right at the moment they are most motivated to choose their favorites.

Visibility + depth
Layer on sponsorships for market dominance.
Category, group, and package sponsorships add premium visibility: fixed 728×90 placements, print ads, and high‑impact digital positions across postandcourier.com and the ballot itself. Your name stays front and center while customers are actively deciding where to spend their money in the year ahead, creating proof you can use in advertising, hiring, and sales all year long.

Defend & grow

■ Why It’s a Launchpad for Newcomers
Compress years of awareness into one season.
For businesses that are new to Charleston’s Choice—or even new to the market—this promotion compresses years of awareness‑building into a focused, highly visible window. Readers are actively looking for “the next great” restaurant, shop, service provider, or experience in their neighborhood, giving newer brands a rare chance to be discovered alongside long‑time favorites.

Fast‑track exposure
Tell your story with upgraded listings.
An upgraded listing gives your brand the space to properly introduce itself: your story, your visuals, your links, and a built‑in share button that makes social amplification easy. Instead of hoping people stumble across your name, you give them a clear reason to click, explore, and vote.

Brand introduction
Choose packages that scale with your ambition.
Entry‑level options like upgraded listings or single‑category sponsorships provide an efficient path into a crowded marketplace. Bronze, Silver, and Gold packages add multi‑channel reach with bundled print, digital, and ballot exposure—helping new businesses quickly earn finalist or winner status, then leverage that badge on their website, signage, and marketing all year long.

Flexible investment

★ What’s New in 2026: Frictionless “Text to Vote”
Turn everyday interactions into votes.
The 2026 program introduces dedicated “Text to Vote” keywords, giving both established and new businesses a low‑friction way to turn everyday customer interactions into nominations and votes. With a simple SMS—no links, no QR codes needed—customers can take action in seconds, whether they are in your storefront, on the phone, or seeing your message on social or email.

Frictionless action
Add Text to Vote as a built‑in or standalone lever.
These keywords are included in packages, group and category sponsorships, and upgraded listings—and can also be sold on their own. That flexibility lets you test the waters or layer “Text to Vote” onto your existing marketing mix, creating a seamless bridge between your real‑world customer base and the Charleston’s Choice ballot.

New 2026 lever

▼ How Charleston Businesses Plug In
Understand the three phases and pick your level.
Charleston’s Choice runs in three clear phases: Phase 1 nominations (May 1–29), Phase 2 finalist voting (June 5–July 3), and Phase 3 celebration and publication of winners and finalists in The Post and Courier in September. Throughout, you can choose the level of participation that matches your goals and budget—from upgraded listings to Bronze/Silver/Gold packages and the exclusive Title Sponsorship for maximum market dominance.

Structured timeline
Lock in sponsorships before they sell out.
To reserve a group or category sponsorship, or to discuss the right package for your business, contact charlestonschoice@postandcourier.com and secure placement before key categories are sold out. Whether you are defending your title or stepping into Charleston’s Choice for the first time, the big idea is simple: show up where local love is being measured—and turn that love into measurable business growth.

Act early
Sources: Post and Courier internal Charleston’s Choice data • April 2026
thebigidea — Post and Courier Advertising

The Big Idea: Stop Asking AI For Help, Start Giving It a Job

Posted on | by Thom Leaman | Leave a Comment on The Big Idea: Stop Asking AI For Help, Start Giving It a Job
The Big Idea

Time Saver: AI Workflow Automations
Five practical AI workflows Charleston teams can “hire” to reclaim hours every week.

70%
of knowledge workers expected
to have an AI “robot” by 2026

4–8
hours per week saved
by automating reporting alone

50%
faster research & prep
with AI‑generated briefs

60–70%
of reading, writing &
coordination time AI can touch

Most teams still use AI like a smart search bar. The real edge comes when you give it jobs instead of one‑off tasks. Click into each workflow below to see what to automate, how it works, and how to localize it for Charleston.

▲ Gaining Ground: AI Workflows You Can “Hire” Today
🤖The Big Idea: From Prompts to Workflows
▾
Most Charleston marketers still copy‑paste from AI into existing processes. The leaders are turning recurring loops—research, reporting, follow‑ups—into AI‑run workflows that quietly save hours every week while you focus on judgment calls.

Mindset shift

📚Workflow #1: Auto‑Research Briefs for Pitches
▾
Drop a new company, category, or RFP into a simple “Research Queue” and let AI build a one‑page brief: recent news, local trends, likely goals, and objections. Your reps start every Charleston pitch with a cheat sheet instead of 10 browser tabs.

Pre‑meeting time saver

📝Workflow #2: Meeting Shadow Assistant
▾
Use a transcription tool in Zoom or Teams, then feed the transcript to AI for summaries, decisions, action items, and a draft recap email. Instead of spending Sunday nights writing follow‑ups, you click “approve and send” after each key meeting.

Instant recaps

📥Workflow #3: Inbox Triage & Draft Replies
▾
Route emails and Teams messages into “Urgent,” “Needs response,” and “FYI,” then let AI draft thoughtful replies in your voice. You batch‑review and send in 15–20 minutes instead of losing half a day to inbox avoidance and context‑switching.

Calmer inbox

■ Holding Steady: Core Channels, New Brains
✉️Workflow #4: Prompt‑to‑Campaign Builder
▾
Modern platforms can take a plain‑language brief—“re‑engage 60‑day inactives in Mount Pleasant with a locals‑only offer”—and build the email series, subject lines, and timing for you. You still approve and localize, but AI handles the heavy lifting.

Faster campaigns

📊Workflow #5: Weekly “Robot Reporter” for Metrics
▾
Every Monday morning, AI pulls your web, ads, newsletter, and CRM data, then writes a 10‑bullet summary: what’s up, what’s down, and three moves to make this week. You start with a story instead of a spreadsheet.

Reporting on autopilot

🧠Human‑in‑the‑Loop Guardrails
▾
The best AI workflows don’t send anything without a person checking tone, accuracy, and timing. In Charleston’s relationship‑driven market, AI drafts and organizes while humans protect nuance, brand, and local context.

Still essential

⚙️Use the Tools You Already Have
▾
You don’t need a new platform for every workflow. Start by connecting AI to the stack you already live in—HubSpot, email, calendar, project tools—so the friction goes down instead of up for your team.

Low‑lift adoption

▼ Losing Steam: Busywork You Can Retire
🔁Random One‑Off Prompts
▾
Asking AI to fix a sentence or brainstorm headlines is fine, but it doesn’t move the needle if the underlying workflow stays manual. The real ROI comes from automating loops you run every week, not one‑time requests.

Low leverage

📉Manual Reporting & Slide Decks
▾
Copy‑pasting numbers into slides and then staring at them until a story appears is fast becoming a relic. AI can assemble the first draft of your dashboards and commentary so humans can focus on decisions, not data wrangling.

Replace with AI drafts

📅Unstructured Meetings Without Recaps
▾
Meetings that generate no clear notes, decisions, or follow‑ups waste the very time you’re trying to save. Pairing transcription with AI‑written recaps turns every key conversation into a documented plan in minutes.

High hidden cost

🧩Always‑On Tabs & Context Switching
▾
Jumping between inbox, calendar, reports, and chat all day quietly kills productivity. When AI runs the connective tissue—triage, summaries, and drafts—you recover focused blocks of time for deep work that actually moves the needle.

Quiet time drain

Sources: McKinsey, MindStudio, Conbyt, ActiveCampaign, V7 Labs • April 2026
thebigidea — Post and Courier Advertising
local marketing

Level Up Your Local Marketing 

Posted on | by Thom Leaman | Leave a Comment on Level Up Your Local Marketing 
The Big Idea

Level Up Your Local Marketing
What’s gaining ground, holding steady, and losing steam in Charleston marketing right now.

96%
of marketers
now using AI tools

22%
of local 3-pack results
now show paid ads (up from 1%)

49%
of orgs increasing
in-person event budgets

451%
increase in qualified leads
with marketing automation

Click into each trend below to see what Charleston marketers are doubling down on — and which tactics are quietly fading out.

▲ Gaining Ground
🤖AEO & AI Search Visibility
▾
Answer Engine Optimization is overtaking traditional SEO. Charleston firms need AI‑readable content to appear in Google AI Overviews and voice answers.

Rising fast in 2026

✨In‑Person & Local Events
▾
Live events are back as a growth engine. Lowcountry roundtables, sponsor activations, and community meetups are delivering bottom‑funnel results.

49% budget increase

📈Marketing Automation
▾
Email sequences, lead nurturing, and CRM automation are essential for Charleston firms to compete. Avg ROI: $42 for every $1 spent on email alone.

451% more leads

👥Buying Group Targeting
▾
Smart marketers in Charleston are shifting from chasing individual leads to reaching entire decision‑making groups across finance, IT, and leadership.

New best practice

■ Holding Steady
📍Local SEO & Google Business
▾
Still essential for Charleston visibility, but organic reach is shrinking as paid ads crowd 3‑pack results. Maintain & optimize — don’t abandon.

Requires paid boost

🎥Video Marketing
▾
Short‑form video remains a reliable engagement driver for Charleston brands. 60% of B2B companies now invest here. Human‑led content outperforms polished production.

60% B2B adoption

✉️Email & SMS Campaigns
▾
The Lowcountry’s most cost‑effective channel. 70% of marketers report positive ROI. Personalization and segmentation are now table stakes.

70% positive ROI

📝Content Marketing
▾
Long‑form blogs and thought leadership hold value for credibility — especially for Charleston professional services. Quality over quantity is the 2026 standard.

75% plan to invest

▼ Losing Steam
🔒Gated Content & MQL Funnels
▾
Traditional “fill the form, get the PDF” tactics are losing traction. B2B buyers now research independently. Ungated content builds more trust in Charleston’s market.

Funnel control fading

📤Cold Outreach & SDR Blasts
▾
Spray‑and‑pray email blasts and cold LinkedIn DMs are hitting diminishing returns. Charleston decision‑makers tune out generic outreach. Signal‑based targeting wins instead.

Declining conversion

🔍Keyword‑Only SEO
▾
Stuffing pages with keywords without structured, AI‑readable content is obsolete. Google’s AI Overviews reward clarity and entity trust — not keyword density.

Organic clicks dropping

📅Generic Social Posting
▾
Scheduled posts with no community strategy generate minimal pipeline. Charleston businesses need employee advocacy and authentic storytelling to stand out.

Low organic reach

Sources: EndeavorB2B, DemandGen Report, Two Octobers, Digital Coast Marketing, SearchX • March 2026
thebigidea — Post and Courier Advertising
SBMG The Big Idea

Your 2026 Small Business Marketing Grant Guide

Posted on | by Thom Leaman | Leave a Comment on Your 2026 Small Business Marketing Grant Guide

The Big Idea

Your 2026 Small Business Marketing Grant Guide

A Q&A with Chase Heatherly on How to Double Your Marketing Impact


SBMG Logo


Chase Heatherly

With the 2026 application window now open, we sat down with Chase Heatherly, Chief Revenue Officer of the Post and Courier and President of our in-house marketing agency King & Columbus, to break down exactly how the Small Business Marketing Grant works, who it helps, and how you can turn a $10k budget into a $15k impact.

Q:
For readers who are new to it, how would you explain the South Carolina Small Business Marketing Grant in one or two sentences, and how is it different from a traditional cash grant?
Chase: The South Carolina Small Business Marketing Grant is a matching advertising space program where businesses and nonprofit organizations across South Carolina can apply to be accepted into the annual program.
In that case, any marketing dollars they choose to invest with The Post and Courier and Evening Post Publishing over the course of 2026 are eligible to receive a match of advertising space at a 50 percent rate. So if a business, for example, has a $10,000 working budget they commit to spending with us in one or more of our products, we would offer them $5,000 in additional program advertising space if they are part of this program.

Q:
In the past, this program has supported over 500 small businesses and nonprofits to the tune of nearly $3.5 million in matched advertising value. Could you share one or two specific examples of how that has translated into real growth?
Chase: Absolutely. You have to understand, we started the program in 2020 in the middle of the COVID-19 pandemic. The idea was that businesses needed to be great stewards of their working dollars more than ever. We wanted to help extend their budgets as far as we could. That need has continued throughout the years, even as the COVID pandemic has receded.
One example is The Pee Dee Hearing Center in Florence. They have really seen a substantial difference in their business due to this advertising partnership. Their appointments this year are double last year. From an availability and scheduling standpoint, they are busier across the course of the year, in slow months and busy months, more than ever before.
Another example would be The Lourie Center, a nonprofit in Columbia. The Small Business Marketing Grant allowed them to receive free advertising for other initiatives on top of a paid investment using grant dollars. So they are really able to promote programs and community offerings that otherwise they probably would not be able to share widely.

Q:
The grant itself is a 50 percent match on a minimum six‑month advertising investment. Could you walk through a hypothetical scenario to give a picture of how it works in practice?
Chase: Sure. If a business applies, we meet with them and they commit to investing $10,000 of their marketing budget. Then we would provide an additional $5,000 in advertising space. Our team would put together a crafted marketing strategy for them in the amount of $15,000, taking their paid investment plus what we offer as a match.
A lot of times businesses are investing on the digital side. So they might commit to spending $10,000 in digital marketing, and then we offer them $5,000 in print advertising or event sponsorships. It is different for everyone. But the idea is that you are committing to a $10,000 investment, and you are actually going to be signing off on a marketing plan that is worth $15,000 with that match at the end.

Q:
From what you’ve seen over the last six or seven years, what separates the businesses that really maximize the program?
Chase: The ones who benefit the most are the ones who lean in and participate more. That might mean a higher investment, but it also might just mean a closer partnership, working alongside our staff day to day to ensure their campaign goals are being met.
Businesses that go all in and say, “I want The Post and Courier to be my premier marketing partner,” obviously see real movement. As businesses are willing to invest more, not only financially but also their time and energy, the better partners we can be to them and the more ingrained we can become in their business.

Q:
The application deadline is March 6, 2026. What should businesses be doing now to get ready?
Chase: Our application approval process is rolling. Our goal is to approve applicants within two weeks of them applying. So the earlier you apply, the earlier we can get started and work with you to develop your strategies for 2026.
There is no cost to apply and no commitment. The application takes about 10 minutes. I would encourage folks not to wait until they are certain they want to move forward. Go ahead and apply, move into our system, let us approve you, and then meet with our team to develop some strategy. You can then decide whether or not you want to move forward.

Ready to Apply?

Don’t leave matching dollars on the table. The application takes just 10 minutes and there is no cost to apply.

Deadline: March 6, 2026

Have questions before you apply? Connect with our team today!

Wrapped

The Biggest Business & Marketing Stories of 2025

Posted on | by Thom Leaman | Leave a Comment on The Biggest Business & Marketing Stories of 2025

The Big Idea

The Biggest Business & Marketing Stories of 2025

Charleston’s Shift from Hospitality to High-Tech

The biggest business stories of 2025 reveal a Charleston in the middle of a massive identity shift—moving from a hospitality-first economy to a tech-and-infrastructure powerhouse. For marketers, the “story” of 2025 wasn’t just growth; it was the complexity of that growth.

Here are the biggest business and marketing stories of 2025 that defined the Lowcountry:

1
The “Billion-Dollar” Anchors

Boeing Dreamliner

The sheer scale of investment in 2025 signaled that Charleston is no longer just a “mid-sized” market.

  • Google’s $2B Power Move: Google committed $2 billion to two new data center campuses, cementing the region’s status as a digital infrastructure hub.
  • Boeing’s “Dream” Expansion: Construction began on a $1 billion expansion at the North Charleston Dreamliner facility, adding 1,000 new jobs and securing a long-term future for aerospace manufacturing in the state.
  • Port Modernization: The Wando Welch Terminal underwent a $500M modernization, critical for keeping Charleston competitive in global logistics.

2
The Changing Map of Charleston

If you were marketing a local business in 2025, your “location strategy” likely had to change as the center of gravity shifted.

  • Magnolia Development: The massive mixed-use project in North Charleston (4,000 homes + retail on 200 acres) officially became the region’s newest “city within a city”.
  • Union Pier Progress: The redevelopment of Union Pier continued to reshape the peninsula’s waterfront, opening up new commercial and green spaces like “The Charles” and St. Mary’s Field.
  • PickleRage & The Experience Economy: Experiential retail surged, highlighted by brands like PickleRage opening their first SC locations in North Charleston, proving that “activities” are the new anchor tenants.

3
The “Innovation” Pivot (CRDA’s New Plan)

The Charleston Regional Development Alliance (CRDA) unveiled “Charleston Inspired,” a 5-year economic plan designed to pivot the region’s brand from “tourism” to “innovation.”

The Goal:

Boost regional earnings by $10 billion by 2040.

The Shift:

This marked a distinct change in how the region markets itself to the world—focusing less on beaches and more on attracting high-value talent.

Proof Points:

We saw this play out with new HQ relocations like Heirloom Cloud and the arrival of AI-healthcare firm Alita, creating a new “tech corridor” narrative.

4
The Main Street Tension: “The Downtown Spiral”

While big industry boomed, local retail faced a harder reality. A major narrative in 2025 was the struggle of beloved downtown businesses facing rising rents and shifting foot traffic.

Closures vs. Chains:

There was significant community discourse (and Reddit threads) about “Charleston’s Best Businesses Closing,” highlighting a growing divide between heritage local brands and incoming national chains. This created a marketing opportunity for businesses that could authentically claim “locally owned” status.

5
Community & Connection Remained King

Charleston's Choice

Despite the high-tech influx, the most effective marketing in 2025 remained deeply local.

  • Charleston’s Choice 2025: The continued engagement with the Post and Courier’s voter’s choice awards showed that social proof and community validation are still the most powerful currency for small businesses.
  • Steeplechase of Charleston: The event solidified its role not just as a race, but as a premier B2B networking and hospitality venue, demonstrating the continued value of “in-person” marketing in a digital world.

Stay Ahead of the Curve

The Charleston market is evolving faster than ever. Whether you’re navigating the new “tech corridor” or doubling down on local authenticity, The Post and Courier Advertising team has the tools to help you reach the right audience.

From sponsored content to high-impact events, let’s build your 2026 strategy together.

Ready to grow your business in the new Charleston economy? Connect with our team today!

Holiday Spending By The Numbers

Charleston Holiday Spending – By The Numbers

Posted on | by Thom Leaman | Leave a Comment on Charleston Holiday Spending – By The Numbers

The Big Idea

CHS Holiday Spending By The Numbers
(Source: National Retail Federation 2024 Report)
Why It Matters
  • The South leads all U.S. regions in holiday spending growth.
  • Charleston and Mount Pleasant households outspend the national average.
  • Tourist dollars stack on top of strong local demand.

Need to brainstorm ways to tap into this unprecedented holiday spending? Let us know!

Win Cyber Monday

5 Ways Charleston Businesses Can Win Cyber Monday and Gifting Season

Posted on | by Thom Leaman | Leave a Comment on 5 Ways Charleston Businesses Can Win Cyber Monday and Gifting Season

The Big Idea

5 Ways Charleston Businesses Can Win Cyber Monday and Gifting Season

Charleston businesses can dominate Cyber Monday and the holiday gifting rush by pairing urgency-driven offers with “shop local” storytelling that feels distinctly Lowcountry. Here’s how to stand out—even when you’re not the cheapest option on the page.

Broad Street, Charleston shoppers

1
Create Real Urgency Without Feeling Spammy

What it looks like:

Use concrete, limited offers paired with countdown timers on your homepage, email headers, and SMS reminders.

Why it works:

Shoppers need multiple touches on Cyber Monday because inboxes get buried fast. A teaser on Sunday, a launch email Monday morning, and a “last call” SMS in the evening keep your brand top of mind without overwhelming customers.

Charleston angle:

Frame your urgency around local impact—”First 50 orders get free King Street delivery” or “Today only: Support local and save 25%.”

Pro tip:

Stack reminders across channels but keep each message short and action-focused. Avoid vague language like “limited time”—be specific with “Ends at 11:59 PM tonight.”

2
Gamify Your Promos to Boost Engagement

What it looks like:

Add spin-to-win discount wheels, mystery discount codes, or “pick-a-box” surprise gifts directly on your site or social channels.

Why it works:

Interactive elements increase time on site and make the shopping experience memorable. Contests asking followers to tag a Charleston friend or favorite local business create organic reach and community buzz.

Examples:

  • Instagram story poll: “Which deal do you want us to drop first?”
  • Spin-to-win popup: prizes range from 10% off to free local delivery
  • Tag-a-friend giveaway for a Charleston restaurant + retail combo gift card

The data:

Gamified experiences can boost engagement rates by keeping visitors on your page longer and encouraging social shares.

3
Turn Shoppers Into Insiders with Loyalty Perks

What it looks like:

Give email subscribers, SMS opt-ins, or loyalty program members early access—an extra hour before public sale, a better bundle, or an exclusive free add-on.

Why it works:

Exclusivity builds brand affinity and rewards your most engaged customers. It also helps spread traffic across Cyber Monday rather than creating a single rush.

Charleston hook:

Position your loyalty offers as “locals-only” or “Holy City VIP” access. Reference community events like Small Business Saturday or “Shop Where You Live” campaigns to reinforce that shopping with you keeps dollars in Charleston.

CTA example:

“Join our text list for first access Monday at 6 AM—before everyone else.”

4
Build Gift-Ready Shopping Experiences

What it looks like:

Create dedicated gift landing pages with clear categories like “Gifts Under $25,” “For Foodies,” “For New Charlestonians,” or “Lowcountry Favorites.” Feature these in paid ads, email campaigns, and pinned social posts.

Why it works:

Holiday shoppers are overwhelmed and time-crunched. Curated gift guides reduce decision fatigue and help customers check multiple people off their list quickly. Bundles feel like strong value even in tight-spend years.

Must-haves:

  • High-quality product images for each gift option
  • Clear pricing and any bundle discounts (“Buy 3, save 20%”)
  • Easy add-to-cart from the guide page—no extra clicks

Bonus:

Highlight gift bundles with Charleston themes—think “Lowcountry Pantry Essentials” or “King Street Style Starter Pack.”

5
Capture the Last-Minute Rush with Clarity and Convenience

What it looks like:

Clearly communicate shipping cutoff dates on your homepage, in email footers, and via SMS. Offer perks like free shipping, curbside pickup at your downtown or West Ashley location, or same-day local delivery right up to the deadline.

Why it works:

Procrastinators make up a significant portion of holiday shoppers. If you make it easy to get gifts on time, you’ll capture sales that would otherwise go to Amazon.

Execution checklist:

  • Add a countdown timer: “Order by Dec 20 for Christmas delivery”
  • Send SMS reminders: “Final hours for free shipping!” or “Curbside pickup available until 6 PM”
  • Promote local pickup/delivery once national shipping windows close
  • Use urgent but friendly language: “Don’t panic—we’ve got you covered”

Charleston advantage:

Emphasize hyper-local delivery zones (peninsular Charleston, Mount Pleasant, West Ashley) to differentiate from national competitors who can’t deliver same-day.

Your Cyber Monday + Gifting Checklist

Before you launch, make sure you’ve covered:

  • ✅ Uploaded PPC ads early to avoid review delays
  • ✅ Prepped email sequences (Sunday teaser, Monday launch, evening reminder)
  • ✅ Set up SMS alerts for flash sales and shipping deadlines
  • ✅ Created gift landing pages and linked them in all campaign assets
  • ✅ Ensured consistent messaging across email, social, SMS, and paid ads
  • ✅ Staffed customer service 24/7 during peak sale periods
  • ✅ Added countdown timers and urgency messaging to your homepage

Shop Local, Win Big

Cyber Monday isn’t just for big-box brands. Charleston businesses that lead with urgency, make gifting easy, and lean into local pride can capture shoppers who want to support their community while checking off their holiday lists. Start prepping now—and remember, your customers want to shop with you. Make it easy, make it fun, and make it feel like home.

Ready to launch your best Cyber Monday yet? Start with one tactic from this list and build from there.

Shop Local Y'all

SHOP LOCAL Y’ALL

Showcase your brand in our locals-only holiday shopping guide and gift feature, reaching our readers every Sunday and Wednesday from mid-November through December.

What’s included:

  • 2×4 ad space with photo, description, and logo
  • Shared listings in weekly email blasts promoting Shop Local Y’all

Don’t miss out—reserve your spot early to capture holiday shoppers’ attention while they’re planning (and buying) earlier than ever before.

Need to secure your advertising space before it’s too late? Reach out today!

Holiday Marketing

12 Days of Holiday Marketing Wins

Posted on | by Thom Leaman
The Big Idea
12 Days of Holiday Marketing Wins
Twelve bite-size ways Charleston businesses can ride holiday trends, AI discovery, and local charm
Charleston Holiday Hero Image
  1. 1
    Reach Charleston Shoppers Everywhere
    Most buyers hit at least five online spots before buying — ambient shopping is in.
    Tip: Seed your ads and gift guides on Google, YouTube, and social feeds for local shoppers, especially those browsing Charleston hashtags and planning King Street visits.
  2. 2
    Surf the Trend Tsunami
    Niche trends explode overnight. Google’s AI tracks searches like “palmetto ornaments” and “oyster wreaths.”
    Tip: Set local search and social alerts to pivot fast. Highlight Charleston staples in your holiday imagery.
  3. 3
    Mix Culture, Creators & Commerce
    Video isn’t optional — especially in Charleston where local creators thrive.
    Tip: Partner with a Holy City influencer for a YouTube holiday guide or festive reel. Make your products #CharlestonFamous.
  4. 4
    Offer Last-Minute Solutions
    Charleston’s busy streets mean shoppers want quick options.
    Tip: Post daily stories with curbside pickup, local delivery, or “order by” dates to capture procrastinators.
  5. 5
    Bundle Holiday Experiences
    People search for location-based bundles (“Charleston Sweets Bundle”).
    Tip: Collaborate with nearby businesses — oyster bars, boutiques, bakers — for limited-time holiday packages.
  6. 6
    Spotlight Local Gift Wisdom
    Charleston’s heritage is a gift.
    Tip: Share “Top 5 Charleston Gifts Under $50” in carousel posts/guides, mixing classics (pralines, prints) with trendy picks.
  7. 7
    Run a #HolyCityHoliday Contest
    UGC is huge — shoppers love sharing their Charleston moments.
    Tip: Launch a holiday photo contest with a local hashtag. Showcase winners in your feed and newsletter.
  8. 8
    Use Video Discovery Tactics
    Think Retail says YouTube drives reach and trust.
    Tip: Short videos demoing holiday products, featuring Charleston scenery, work best. Use “shoppable” links and clear calls to action.
  9. 9
    Promote Exclusive AI-Powered Deals
    Performance Max + YouTube = higher ROAS, per Google.
    Tip: Run bundled holiday deals, preview them in stories and carousels, and use AI-driven ad tools to drive local discovery.
  10. 10
    Answer Charleston Shopper FAQs
    Zero-click behavior means answers should appear in-feed.
    Tip: Share “5 Charleston Holiday Shopping Questions” (hours, parking, shipping cutoff) right in your post or story.
  11. 11
    Feature Local Holiday Events
    Tie your marketing to Charleston events (Parade, Waterfront Park lights, etc.).
    Tip: Create countdowns, show your products at events, or promote meetups in your content.
  12. 12
    Retarget & Win Back Post-Holiday Shoppers
    After Christmas, recapture interest for New Year or returns.
    Tip: Offer special January bundles, prompt reviews, and stay present in search and social feeds.
Mix carousels, reels, and newsletter snippets for best results.
Tag #HolyCityHoliday and your fav Charleston vendors!
Which tip will you try next?

The Fourth Annual BASC 2022 is one for the Record Books

Posted on | by Post and Courier Staff
The largest event of its kind in the state, BASC 2022 welcomed a record number of participants to scenic McCormick County, SC

Since its inaugural ride in 2019, Bicycle Across South Carolina (BASC) has invited participants of all ages and abilities to discover the natural beauty of communities across the Palmetto State while connecting with one another. The annual event, hosted by the Post and Courier, consists of a multi-day bicycle ride, plus camping and nightly entertainment and activities, with the goal of bringing together a community of like-minded enthusiasts.

… And BASC 2022 did not disappoint!


Spotlight on McCormick County

From October 13-16, 400 participants from 18 states and Europe descended to the pines and hill country of Sumter National Forest in McCormick County, South Carolina. From the base camp, located at the South Carolina Governor’s School for Agriculture at John de la Howe (JDLH), participants experienced an adventure of a lifetime, exploring up to 150 miles of beautiful, vast landscapes during one-to-three-day rides. In the evenings, family members, friends, and partners joined riders at the base camp, relaxing around the fire pits and enjoying live music, food, and drinks.

Every year, BASC chooses a different ride location, often highlighting “hidden gems” that may be new to some South Carolinians and out-of-staters. This year, $50,000 was awarded to the event from the South Carolina Department of Parks, Recreation and Tourism (SCPRT) Undiscovered SC grant program, in support of driving tourism to underrepresented areas.

Several local and national businesses and organizations partnered with the McCormick County Chamber of Commerce and McCormick County Economic Development to make this year’s event possible.


Focus on the Future

The popularity of BASC has the Post and Courier team excited for the future. Chief Opportunity and Marketing Officer Chris Zoeller said riders return year after year and bring more friends and family.

“BASC is unique not only for the full-service experience, but the riders coming together as a community for their common passion of cycling and adventure,” Zoeller said. “Our riders love to see new parts of our beautiful state. And beyond riding, they love sharing their ride with others over a beer, at a campsite, and with local entertainment. They’re like a second family.”

“I’ve become so attached to this event over the past few years and even more so to the tight-knit community surrounding it,” said BASC Director Alison Warburton. “We’re currently working on a long-term plan for BASC, as gravel and off-road rides are becoming more popular in recent years. We’re definitely on the right path and I’m looking forward to BASC 2023!” 

For more information about advertising and sponsorship opportunities, visit our BASC event page.

10 Reasons to Start Planning Your 2021 Event Sponsorship

Posted on | by Peyton Riddle

2021 is on the horizon and there is no better time than now to make sponsorship plans. COVID-19 has affected the event landscape in a major way. Events are changing, and so should the way sponsorships are planned and executed.

Every business in the market wants to create an image of success and authority. But it’s not very easy when you are competing with the large, already established, companies. Through event sponsorship you can leverage the power of credibility.

If you are thinking of stretching your marketing budget, here are 10 reasons why you should sponsor an event.

Brand Visibility

Sponsoring an event brings your business in the limelight. The event you sponsor puts your business in front of a global audience and gets you a lot of mention in the social media and press. The bigger the event, the bigger the reach.

And in an era of virtual and online-hosted events, reach is actually increasing. More people are open to the idea of attending an event from the comfort of their couch. You don’t have to rely on only reaching the people who enjoy public outings. Under COVID lockdown measures, both audiences are engaging in virtual events.

Lead Generation

With event sponsorship you reach a huge population at one place. You get to meet your target audience and approach them all under one roof. The event organizers also provide a list of attendees which you can use for email marketing.

Business Relationships

Event sponsorship is an opportunity to meet non-competitive companies from your industry and in your area. Sponsorship is a way to collaborate, rather than compete. You can learn more about other businesses that share your target audience and likely hold the same values, which could help plan future partnerships.

Increase Sales of Products

With event sponsorship you get to increase your sales. You can put your products in the hands of your target audience and let them experience it. You can also pass on some free samples which will lead to increase in sales. In the virtual space, you can give product or service demonstrations. You can even have an easy way for the viewers to click through and sign up to learn more, opt in to email messaging or just make a purchase!

Show Social Responsibility

Event sponsorship is a way to show that your business supports a cause or mission about which your customers are passionate about. It helps you to build an image in the society and connect with customers on an emotional front.

Enhance Content & Social Media Marketing

Sponsoring an event gives you a lot of content for ramping up your strategies. Events can put your brand name in every possible social media platform including the event’s official website boosting your reach on social media.

Improve Your Company’s Image

When your business sponsors a big event with a wide enough base, the public perception of your business is as big as the host of the event. People see you as big professional and reputable business.

Learn More About Your Target Audience

Event sponsorships are an opportunity to meet your target audience, though not always in person. Virtual events will continue to be popular even after we start returning to in-person gatherings. But both types of events allow you to interact with your audience.

As a sponsor, you can work with the event host to hold an interactive Q&A segment as a part of a virtual event. Get the audience engaged and learn what they’re interested in, and ideally tie it back to what your business does.

Sponsorships are Affordable

Radio, television and print ads continue to work well and even work together. However, these take a great deal of your time and could potentially be out of your budget. Event sponsorships save you the time and money of having to target an audience. Let the audience choose to come to you through the event.

Get a Strong ROI

All in all, event sponsorships get you a solid return on investment. You get to approach your target audience, increase your sales and you get a list of leads to follow up with afterwards.

Event sponsorship is a deal with a lot of benefits. So start planning how this could fit into your 2021 budget now, before sponsorship slots fill up. Events often live or die based on sponsors, so showing that you have interest and can help support live and local events can help everyone involved.