The biggest challenge of Amanda’s career: Transforming Deluxe Corporation’s 100-year-old, $1.8 billion brand. Long known as a check maker, Deluxe had evolved to provide marketing solutions to millions of small businesses. But to survive and thrive, Deluxe needed to upend its public perception.
Sparking a Movement
Amanda spearheaded the Small Business Revolution, spending Deluxe’s centennial showcasing the power of small businesses, rather than Deluxe itself. The bold move redirected an already modest marketing budget to an authentic content campaign, betting that inspiring content would spread faster and farther than traditional paid ads.
The movement began by showcasing 100 small businesses through photo essays and short films. Amanda then helped produce a documentary starring experts ranging from a Harvard professor to the head of the U.S. Small Business Administration.
Taking the Revolution to Main Street
As Amanda traveled the country, she recognized that nowhere in America are small businesses more critical than in small towns. She helped take the movement to a whole new level, creating the Small Business Revolution – Main Street.
Each season, Small Business Revolution – Main Street seeks out America’s most inspiring small towns, awarding the winner with a $500,000 revitalization and featuring the transformation in an original series. In addition to producing the series, Amanda stars in it alongside Shark Tank’s Robert Herjavec. Learn more and watch the acclaimed series at SmallBusinessRevolution.org.