Marketing Lab & Marketing Lab+
Supporting small businesses with marketing education, training, resources, and personalized services to help them get noticed and reach more consumers.
Marketing Lab
DEO is committed to uplifting small businesses by providing the marketing education, training, and services needed to compete and grow. In today’s rapidly changing marketplace, many entrepreneurs face barriers accessing digital marketing tools, strategic guidance, and visibility. By offering accessible, culturally responsive support, the County helps small business owners strengthen their brand, reach new customers, and build long‑term stability—driving local job creation and fostering a more vibrant, inclusive economy. There are two distinct components of the Marketing Lab program: cohort-based services and in-depth, one-on-one marketing support.
Marketing Lab
A 6‑week Digital Marketing Cohort helps small businesses expand their reach and compete in today’s online marketplace. Through hands‑on training, expert guidance, and practical tools, participants learn to strengthen their brand, engage customers across digital platforms, and apply proven strategies that help them stand out, attract new audiences, and build long‑term success in the digital economy. Coming Soon!
Marketing Lab+
Marketing Lab+ provides eligible small businesses with in‑depth, one‑on‑one marketing support designed to accelerate growth. Through customized guidance, expert consultation, and tailored services, participants receive direct assistance to strengthen their brand, improve visibility, reach new customers, maximize their presence, and gain a competitive edge in today’s digital economy. Currently available to businesses in Altadena only.
Marketing Lab+
Applications Currently Open. Apply by June 24th to be considered!
Currently only available to wildfire-impacted businesses in Altadena
1.
Prioritize Marketing Lab+ Category
Applying is simple.
Brick-and-mortar businesses in Altadena can submit the application, which asks the applicant to prioritize the Marketing Lab+ category of their choice. Please note, if brick-and-mortar businesses were not awarded an LA Region Small Business Relief grant in 2025, they will be asked to submit their eligibility documents in person at the Altadena One-Stop Permit Center.
Home-based businesses will only be granted the option to optimize their digital presence. Home-Based business will not qualify if they did not receive a LA Region Small Business Relief Grant in 2025.
Optimize Digital Presence
Website and social media optimization, digital marketing, and branding
Optimize Physical Presence
Signage, awning, and/or mural to support storefront branding and visibility
2.
Prioritize the Services under your Category
Eligible businesses, if selected, will be contacted and notified of both the category for which they have been awarded and the vendor/experts that will work with them to provide one-on-one consultation and create an Action Plan based on the business’s needs and goals, preferences, and awarded budget amount. If awarded digital services, businesses will also be asked to fill out an assessment prior to the intake meeting with the vendor to ensure alignment. The Action Plan will consist of one or more of the following services:
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Website Creation or Optimization | Digital Presence Category
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Business Branding Guide | Digital Presence Category
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Localized and Technical SEO Strategy | Digital Presence Category
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Social Media Asset Creation | Digital Presence Category
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Marketing Video Campaign| Digital Presence Category
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Product/Business Photography | Digital Presence Category
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Digital Marketing Ad Spend | Digital Presence Category
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Business Signage | Physical Presence Category
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Storefront Awning | Physical Presence Category
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Storefront Mural | Physical Presence Category
How Enrollment Works
Marketing Lab+ is currently only available to brick-and-mortar and home-based businesses in Altadena. Potentially eligible businesses identified through prior DEO grant programs and DEO records will receive an email and/or text message with enrollment instructions.
Depending on the business’s prior participation history and information already on file, businesses may either:
Receive a personalized online enrollment link to complete enrollment remotely, or
Be asked to complete enrollment in person at the Altadena One Stop Permit Center, where DEO staff will assist with application review and document verification (List of Documents for Applying Businesses Visiting One-Stop). Please note, home-based businesses not invited to participate are not eligible.
Enrollment instructions, required documentation, and deadlines will be included in the notification sent to eligible businesses.
Think your business qualifies but did not get a notification?
Brick-and-mortar businesses that do not receive a notification but believe they may qualify may visit a participating Altadena One Stop Permit Center for eligibility screening no later than June 24th at 5 pm. Please note, businesses submitting any eligibility documents after June 24th at 5 pm will not be considered. The Center is located at 464 West Woodbury Road, Suite 210, Altadena, CA 91001.
Eligibility Criteria for Marketing Lab+
Businesses must be:
located and operating in Altadena (DEO will consider those planning to open in the next 6 months on a case-by-case basis, with prioritization provided to those with permits);
financially impacted by the windstorms and wildfires that took place in January 2025
operating from a brick-and-mortar commercial space or a home-based business;
have fewer than 100 employees and less than $6 million in annual revenue;
for-profit, selling and/or providing services and/or products
represented by majority business owner—who must submit application
In good standing with local, state, and federal taxing, permitting, and licensing authorities
Mobile businesses and independent contractors without a physical presence in Altadena, and those operating in shared temporary spaces are not eligible.
Certain business types located and operating in Altadena may be ineligible per the list of ineligible business types (please visit List of Ineligible Businesses).
Frequently Asked Questions
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There is no cost to eligible businesses. Program costs are covered by the Shop Local Marketing Lab+ program. It is currently made possible through a donation from Google.
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Expect to spend 5–10 hours per week in meetings with your business consultant. Services are anticipated to be completed by no later than August 31. Please note: failure to provide timely feedback and deliverables will result in the business forfeiting the service.
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As of June 10, DEO opened the program to home-based businesses in Altadena that were provided a Small Business Relief Grant in 2025.
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No. The program does not provide direct cash grants to awardees.
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For all services provided, vendors will provide a mock-up to ensure they acquire your feedback prior to finalizing deliverables. We recommend you provide as many samples as possible to help vendors understand your vision. Please contact DEO if you have any concerns.
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The Signage vendors will comply with the Altadena Community Standards District Sign Development Standards which you may also review here.
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After your assigned vendor completes Action Plan deliverables, the owner of the business is fully responsible for any ongoing fees and maintenance of deliverables.
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Indicate your language needs on the interest form. The team will do its best to match you with bilingual staff, interpreters, or translated materials where available.
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Yes. However, please note that you will be asked to sign a Memorandum of Understanding confirming your understanding that the County is not responsible for additional services or your satisfaction with those services.,
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While not advised, the DEO can consider it on a case-by-case basis if the assigned vendor is able to deliver requested service.
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The budget ranges between $5,000 and $10,000 and is depedent on the number of businesses that sign up.
Brick-and-mortar businesses IN Altadena that signed up between May 26th and June 8th will receive services totalling $10,000.
Additional information on program eligibility and documentation requirements can be found here:
Our Partners
Marketing Lab+ is made possible through a kind donation from Google. Marketing Lab is made possible through the California Small Business Technical Assistance Program provided by the California Office of the Small Business Advocate (CalOSBA). Thank you to our donors and partners!
