Today, American Express and the Stand for Small coalition, which has now grown to more than 60 companies in less than two weeks, launched a new marketing campaign to raise awareness of and drive small business owners to the Stand for Small digital platform.
Through Stand for Small, small business owners can more easily discover and access valuable offers, content and resources from coalition partners as they work to reduce their operating expenses, manage their teams remotely, enhance their digital capabilities, and address other needs during this pandemic.
Launched on April 21 with 43 partners across industries, the digital platform is quickly gaining momentum among brands passionate about supporting small businesses as they navigate the impact of COVID-19. Twenty new partners have joined Stand for Small since launch.
'This crisis has forced all of us to change our daily habits and these changes have significantly impacted the livelihood of small businesses everywhere,' said Elizabeth Rutledge, Chief Marketing Officer, American Express. 'By launching a national campaign behind Stand for Small, we hope to quickly reach small businesses that are seeking resources as they weather this crisis and prepare to rebuild for the future.'
The coalition marketing campaign, developed in partnership with the agency partners at R/GA, focuses on the new wave of challenges facing small businesses right now and the resources they need today, tomorrow and in the future to support expense management, ecommerce and shipping. The campaign features an entirely new brand, Stand for Small, which is represented in the shape of a flag and is designed to symbolize a movement larger than any one brand partner. The creative is brand agnostic, with customizable elements for participating companies to include their own logos while maintaining a consistent brand feel across partners.
'As a brand, we've always believed in backing our customers and also in the power of partnership. Stand for Small reflects that brand ethos,' said Rutledge.
The campaign debuted across channels on May 1, and is amplified through social media, search, radio and television. Together the coalition has the potential to reach millions of small business owners across the U.S.
American Express will run its own branded version of the campaign in the coming weeks, which it created in partnership with mcgarrybowen. The creative notes, 'In 1850, a promise was made to back you during times of plenty. And during times like this that promise still stands...'
As the nation continues to move through the phases of this crisis, Stand for Small will continue to onboard partners and evolve its offerings to meet the critical needs of small business owners.
For information about Stand for Small or how to join, visit: StandforSmall.com
ABOUT AMERICAN EXPRESS
American Express is a globally integrated payments company, providing customers with access to products, insights and experiences that enrich lives and build business success. Learn more at americanexpress.com and connect with us on facebook.com/americanexpress, instagram.com/americanexpress, linkedin.com/company/american-express, twitter.com/americanexpress, and youtube.com/americanexpress.
Key links to products, services and corporate responsibility information: charge and credit cards, business credit cards, travel services, gift cards, prepaid cards, merchant services, Accertify, InAuth, corporate card, business travel, and corporate responsibility.
.
Media Contact
AMERICAN EXPRESS
Charlotte Fuller
212-640-6841
Charlotte.Fuller@aexp.com
About American Express
American Express is a globally integrated payments company, providing customers with access to products, insights and experiences that enrich lives and build business success. Learn more at americanexpress.com, and connect with us on facebook.com/americanexpress, instagram.com/americanexpress, Linkedin.com/company/american-express, twitter.com/americanexpress, and youtube.com/americanexpress.
AMERICAN EXPRESS COMPANY 
