The program has resonated with both merchants and consumers. The American Express team offered a free social media workshop to help users set up media profiles to increase business. Consumers can receive a $20 statement credit when they use a Twitter hashtag and spend $20 at a local merchant.
The initiative works because PRIDE members had access to executive sponsors and senior leadership. The idea surfaced in a town hall meeting and did not stagnate. Affinity members were asked to solve real business solutions during the town hall—not merely participate in a work mixer.
The program is a success because it is authentic. The merchants of Provincetown were receptive to PRIDE members because they share a common culture. It is important to approach diverse markets with employees who speak the language.
Forbes has more about the American Express program here.