Richland Source, partners to boost visibility for downtown businesses during Main Street construction

MANSFIELD — As construction continues on the Main Street Corridor Improvement Project, a coalition of Mansfield organizations led by Richland Source has launched a new advertising program to help small downtown businesses stay visible — and open — throughout the disruption.

The Neighbors Helping Neighbors program, announced Monday, offers a full year of free advertising on the Source to eligible, locally owned businesses in the construction zone.

Participating businesses will receive professionally designed advertising campaigns that utilize display ads, article content, newsletters, and audio advertising across the Source’s platforms — all at no cost to them.

Applications are being accepted through Aug. 17

Apply to the Neighbors Helping Neighbors Program

The initiative is made possible through a partnership between Richland Source, Alumni Roofing, K.E. McCartney & Associates, Downtown Mansfield Inc., Destination Mansfield, and the Richland Area Chamber & Economic Development.

The Source is donating 75% of program costs in advertising and labor, while the balance is being covered by the partnering sponsors.

“The Main Street project will be transformational for downtown Mansfield and ultimately Richland County,” said Kristine Lindeman, co-owner of Alumni Roofing and current board chair of the Richland Area Chamber & Economic Development.

“Right now things are being disrupted because that’s what construction does. We are fortunate to be a community that isn’t afraid to get creative, find solutions, and come out stronger in the end.”

Program came together based on business feedback

Neighbors Helping Neighbors was developed in response to over a dozen interviews with small business owners. They shared stories with Source reporters of reduced foot traffic, confusion over parking and access, and uncertainty about the months ahead. In a recent public meeting, several voiced the worry that the construction — however exciting and overdue — is testing their ability to stay afloat.

Mansfield Mayor Jodie Perry acknowledged those concerns at that same meeting, stating, “We want to do all we can to push people downtown.” She encouraged the community to share ideas that help market downtown businesses and minimize the project’s impact on local businesses.

The Neighbors Helping Neighbors program is that idea brought to life.

“This isn’t just free ads,” said Jay Allred, CEO of Source Media. “It’s a local solution to a local challenge. These business owners are showing up every day despite the obstacles. Neighbors Helping Neighbors is about showing up for them.”

A simple plan, built for small businesses

Eligible businesses — those located between First and Sixth streets, and Adams and Mulberry — can apply for one of 24 available spots in the program by Aug. 17, 2025. If accepted, they’ll receive 12 months of done-for-you digital marketing, including:

Ads on Richland Source’s website and newsletters
Mentions in the Better Together podcast
Features in monthly “Downtown Deals” articles
And more tools to help them reach new and returning customers

Importantly, the program removes the typical burden of managing an advertising campaign. Source Media’s team will handle everything from setup and creative to delivery and reporting.

“Businesses are experiencing a mix of excitement for what’s coming and frustration in the here and now,” Lindeman added.

“We must get creative, and this program is a great example of creativity in action. It gives downtown businesses access to tools and resources to amplify their own creativity — at a time when it’s absolutely essential.”

A community-powered investment

The cost of the advertising is fully covered by the sponsoring organizations. If all 24 spots are filled, the program represents more than $200,000 in collective donation and investment.

While the Main Street project may be months from completion, the message from local leaders is clear: businesses don’t have to wait to start seeing results.

“We believe Mansfield’s best days are ahead,” Allred said. “And that starts with making sure the people building its future can survive today.”