A Conscious Consumerism Campaign
of McKenna Publishing Company
in partnership with Liberty Bank & Trust Co. and WBOK 1230 AM
Dear Local Leader:
Black America is in a state of emergency;
and we cannot continue to give 94 percent
of our income away and blame 100 percent
of our problems on someone else.
McKenna Publishing is proud to launch its “We are the Missing Piece” campaign
to coincide with the distribution of the 2013-2014 New Orleans BlackBook—the
city’s most comprehensive directory of Black-owned businesses, professionals
and service providers.
Along with our partners, Liberty Bank and Trust Co. and WBOK 1230 AM, we
are asking African-American consumers in the New Orleans metropolitan area
to commit to spending at least $50 a week with Black-owned businesses and/or
service providers. Each month, the participant who spends the most money with
Black-owned businesses (substantiated by receipts) will receive $100 along with
the opportunity to win other prizes sponsored by local businesses. Consumers can
turn their receipts from the previous month in to our offices at 2317 Esplanade
Ave. from the 1st to the 7th of each month beginning January 2014.
Make no mistake, “We are the Missing Piece” is boldly designed to promote
conscious consumerism within the local African-American community. There is
no racist intent, it is about self-determination. We believe that many of the issues
that confront our communities can be improved if Black consumers corralled
their impressive buying power ($1.1 trillion nationally and $4.78 billion locally)
and deliberately chose to patronize Black-owned businesses when and wherever
possible. The puzzle is only complete when Black business owners, in turn, fortify
the communities that support them by providing jobs, contributing resources to
important efforts and supporting other Black-owned businesses.
We are asking you, a community leader, to share the details of this campaign
with those in your sphere of influence (members of your organization,
congregants at your place of worship, etc.) and encourage them to take part.
We have included talking points for you to share with those under your trusted
leadership.
It will take a purposeful effort, but not a difficult one. Think about it. Just $50 a
week—it is the money many of us spend on gas, groceries or dining out. Instead of
shopping, filling up your tank or stopping for lunch randomly, consciously choose
Black-owned businesses so they can grow and expand their capacity to create
more jobs and support our community in other ways. And don’t forget to turn
to the latest New Orleans BlackBook as a resource to locate Black businesses,
professionals and service providers of all types.
Remember, we—all of us together—are the missing piece! So please join us in
this effort. For questions or to learn how you and your organization or business
can become a “We are the Missing Piece” partner, call McKenna Publishing at
504-945-0772.
Sincerely,
Beverly S. McKenna
McKenna Publishing Company
We Are the Missing Piece Talking Points
• In 2012, African Americans had a buying power of
nearly $1.1 trillion; that is how much we spent in the
marketplace—groceries, gas, rents, mortgages, clothes,
entertainment, sports equipment, healthcare, media,
telephone services, charitable contributions, computers
and electronics and so on.
• With a buying power nearly $1.1 trillion annually, if Black
Americans were a country, they’d be the 16th largest
country in the world.
It’s so easy…
Let those you come in contact with know just how easy
it is to deliberately patronize Black-owned businesses by
providing these and other examples
The next time you want to buy a book …
Community Book Center
2523 Bayou Road, NOLA, 948-READ
• In 2011 alone, Blacks in the New Orleans metropolitan
area spent $203 million on clothing and related services
(apparel, alterations, dry cleaning, etc.) and $218 million
on the purchase of new and used automobiles.
Your next grocery shopping trip…
Sterling Farms
• There is not a single industry category in which Blackowned businesses earn more than 50 percent of all Black
spending, including the healthcare and skin/hair/nails
industries.
Need a vet for your pet…
AllStar Animal Clinic
• Currently, African-Americans spend only six cents of every
dollar they spend with Black-owned businesses.
• About 64 percent of all workers employed by Black-owned
businesses are African-American.
Lapalco Blvd., Marrero, LA
4701 S. Carrollton Ave. NOLA
Planning a wedding or need a
gown for a special occasion
Gwen’s Bridal Boutique
3520 Holiday Dr. NOLA
• If Black consumers doubled their spending with Blackowned businesses and spent 12 cents of every dollar with
Black-owned businesses, those businesses could employ
an additional 589,460 Black people, according to the
University of Georgia’s Selig Center for Economic Growth
• Money circulates zero to one time within the Black
community, compared to the more than six times it
circulates in the Latino community, nine times in the
Asian community and unlimited amount of times within
the White community, according to the Selig Center.
• If only 100,000 African-Americans living in the New
Orleans metro area committed to spending $50 a week
with Black-owned businesses, it would generate $5
million circulating in the Black community each week.
The effort must be conscious and deliberate, but it is not difficult.
Who is your doctor, your accountant? Who do you call when you
need plumbing work, roofing work? Where do you bank? AfricanAmerican professionals and product and service providers are
available in just about every business category imaginable. For a
detailed list of Black-owned businesses, consult the latest New
Orleans BlackBook. For partnership or advertising opprtunities,
contact McKenna Publishing at 945-0772.
IT BEGINS WITH A DREAM.
There is a bank that’s expanding access to financial freedom(and making
lots of people happy in the process). Goals are being reached. Businesses are
growing. Communities are thriving. And we’re just getting started.
There’s freedom here
is proud to partner with
McKenna Publishing Co.
and The BlackBook in the
“We Are the
Missing Piece”
campaign.
www.libertybank.net
MEMBER FDIC
Stay tuned to WBOK 1230 AM and read The New Orleans Tribune
for more on what you can do to make a real difference in the
economic empowerment of our community.
www.wbok1230am.com
McKenna Publishing wants you
to be a part of the solution!
A Tank of Gas – $50
Groceries – $85
Hair Cut – $15
Lunch – $12
Helping to support and elevate my community,
Truly Priceless!
For more information on We are the Missing Piece
partnership or advertising opportunities, call 504-945-0772.