For many Main Street organizations, July marks the unofficial kickoff to planning festive, community-driven events and promotions aimed at drawing holiday shoppers. In Haddonfield, New Jersey, the Partnership for Haddonfield (PfH) — the Special Improvement District managing the town’s historic Main Street — uses this time to dive into production on their annual holiday commercial. With a dedicated line in the budget, professional photo and video content becomes a smart, lasting investment, helping to promote the district not just during the holidays, but all year long. It’s the gift that keeps on giving.

Since the pandemic, social media has become the primary marketing tool for many small businesses. With limited resources, many shop owners have taken on the role of social media coordinator themselves, navigating evolving platforms to creatively engage and attract customers. Recognizing the growing influence of video-centric platforms like YouTube and TikTok, the Partnership for Haddonfield’s Marketing Committee began seeking funding to lay the groundwork for a holiday promotional video supporting the annual Candlelight Shopping campaign.

What began as a modest budget allocation has since grown into a robust, year-round content strategy. To keep production costs down while staying authentic, the PfH enlisted real business owners — rather than actors — in the commercial, highlighting the value of Candlelight Shopping to both local merchants and the broader community. A 30-second version of the video has been repurposed for television, streaming ads, and paid social media, expanding its reach while maximizing ROI.

Building on that momentum, the Marketing Committee introduced a new line item in 2024 to invest in professional photography. These images not only elevate the Downtown’s website, press materials, and social media presence but also provide businesses with high-quality photos of their storefronts and products, completely free and available for them to use in their own marketing. It’s an added value of doing business in a vibrant small-town setting.

Looking ahead to 2025, the Partnership has earmarked $11,500 specifically for professional photography and videography, representing 14% of the overall marketing budget. While this figure may seem significant, the return on investment continues to grow with every shoot, creating a deep archive of reusable, community-driven content.