In 2019, National Football League Legend Drayton Florence and nationally syndicated columnist Jeff Shuford discussed primary issues facing veteran entrepreneurs in a closed-door meeting. Having both ran an award-winning veteran-owned technology company that won a BizTech Award presented by Comcast Business in 2017, they both had a firm grasp of veteran’s entrepreneurial obstacles while attempting to launch their business. “Marketing is a significant obstacle for aspiring veteran business owners in addition to mentorship,” stated Shuford. “As veterans exit the military, we are conditioned to tackle business obstacles as an Army of one as opposed to finding resources within the community,” stated Shuford. With a need to build community, many organizations are available to assist. However, the resources can become challenging to find. “I have discovered that veterans become frustrated with the perception that building a business is an impossible feat, and rightfully so. For the typical person looking to start a business, the internet can become an endless resource that can send aspiring business owners in a tailspin,” stated Florence. Both Florence and Shuford’s perspectives led them to launch National Invest In Veterans Week to raise awareness regarding the obstacles, successes, and resources for veteran business owners nationwide.
After discussing the matter with the National Day Calendar, the decision was made to make National Invest In Veterans Week an official holiday celebrated during the first week of March. Recently named “Best Social Impact Initiative of 2021” the organization is not simply a brand seeking to impact its local community positively. In 2020, National Invest In Veterans Week was celebrated via social media by Ameris Bank, Gary/Chicago Airport, Fort Bragg Federal Credit Union, USS Midway Museum in San Diego, Sports Illustrated, and U.S. Army Soldier For Life, amongst many other notable brands. Prominent politicians also shared their support for National Invest In Veterans Week. U.S. Representative Brian Babin, Congressman Brian Mast, Representative Sara Innamorato, and Attorney General Dana Nessel all showed their support for National Invest In Veterans Week during the first week of March. The social impact strategy of National Invest In Veterans Week is to utilize the power of digital marketing to not only show veterans that the community supports their efforts, but also to empower government agencies, politicians, and the business community to find ways to support veteran entrepreneurs nationwide.
Florence and Shuford utilized a three-pronged approach to expand the reach of the holiday in its inception. “Our multi-faceted approach to National Invest In Veterans Week is to utilize the power of advocacy, branding, and impact to support and promote veteran business owners nationwide,” stated Shuford. Their approach has proved fruitful. Recently, the South Carolina Senate passed H 3825, a concurrent resolution honoring veteran business owners during National Invest In Veterans Week. The legislation was introduced by Senator Katrina Shealy and Senator Ronnie W. Cromer. Moreover, numerous veteran business owners were highlighted in media campaigns throughout the state and shared their appreciation for being honored during National Invest In Veterans Week. Having interviewed countless veteran business owners for Buzz TV, Shuford precisely knows the challenges veteran entrepreneurs face and how they persevere despite adversity. He appreciates the support from legislators nationwide. “Rather than focus on a singular approach to advocate for veteran business owners, our strategy of employing the community through the use of social media is a strategy that we are particularly proud to have implemented. Furthermore, with the pandemic causing many local businesses to shutter, the community needs something to rally behind during this time of uncertainty for people and companies alike,” stated Shuford.
Shuford will be a panelist for an upcoming Veterans Business and Entrepreneurship Virtual Town Hall on March 31, 2021, moderated by Brigadier General (ret) Michael Fleming.
