Coronavirus Sections Special Coverage

A New Reality

The massive federal stimulus that took shape last week brought some clarity to how the government would address troubling impact of COVID-19 and the large-scale economic shutdown that has emerged in response to this public-health crisis. Other efforts on the state and local levels aim to help businesses and families struggling with job loss and the suspension of livelihoods. Of course, the true relief will come when this viral threat subsides and businesses ramp back up. But no one knows exactly when that will be.

The news came in quickly — and landed hard.

Last Thursday morning, the Department of Labor issued its first unemployment-claims report since much of the country began implementing, in various ways and at various speeds, some form of economic shutdown to slow the spread of coronavirus and the respiratory illness it causes, known as COVID-19.

The news was not good. The number of Americans filing for unemployment benefits skyrocketed to a record-breaking 3.28 million for the week ended March 21 — nearly doubling expectations of 1.64 million claims. The previous record was 695,000 claims filed during October 1982.

It’s a big problem — and sometimes, big problems require big solutions. Which is why lawmakers in Washington spent much of last week hammering out a $2 trillion stimulus package aimed at helping families facing sudden job loss, small-business owners trying to survive, and entire battered industries ride out what is increasingly looking like a severe disruption to America’s economic way of life.

“Business owners … will be receiving a lifeline from the federal government that is unprecedented in scope, speed, and breadth,” Scott Foster, a partner with Bulkley Richardson, said the morning after details of the stimulus became known.

Among its many provisions, the Keeping American Workers Paid and Employed Act appears to apply to every for-profit business with fewer than 500 employees, including sole proprietors, Foster noted. The act would allow these businesses to obtain a loan — at 4% interest with a 10-year repayment term — to cover payroll costs, including healthcare premiums and paid time off, rent, utilities, mortgage payments (interest, not principal), and interest on other pre-existing loans for any eight-week period falling between Feb. 15 and June 30.

“To summarize, if you are a business and are willing to keep your employees on the payroll, pay your rent or mortgage, and stay in business, the federal government is prepared to pay your rent, your utilities, and your payroll — for employees making under $100,000 annually — for eight weeks, and the payment is tax-free,” Foster said. “It sounds too good to be true, but the public policy is sound — the easiest and best way to get financial support to the most Americans is through their employers.”

Unlike most other loans, this one will be forgiven in an amount equal to the sum of payroll costs, payments of interest on any covered mortgage, payments on any covered rent obligations, and covered utility payments. And to encourage businesses to retain their employees, the amount to be forgiven would be reduced if the business reduces its workforce.

“Business owners … will be receiving a lifeline from the federal government that is unprecedented in scope, speed, and breadth.”

Families will receive a simpler but shorter-term fix — a tax rebate totaling $1,200 for most adults and $500 for each child — which will be distributed as checks in the coming weeks. Meanwhile, states will get help in the form of a $150 billion grant fund, to be distributed proportional to population size, with a minimum of $1.25 billion for states with the smallest populations.

For many of the impacted, it’s a start, at a time of unprecedented anxiety — after all, the country has never voluntarily shut down activity on a massive scale due to a health threat, or for any other reason. This issue of BusinessWest details many of the ways businesses and families are coping, and plenty of advice from local professionals on the best ways to do so. It’s a story that changes by the day, but read on for a snapshot of where we are now.

Targeted Assistance

For many, the COVID-19 threat really hit home the morning — March 23, to be exact — when Gov. Charlie Baker issued an emergency order requiring all businesses and organizations that do not provide “COVID-19 essential services” to close their physical workplaces and facilities to workers, customers, and the public at least until April 7, while continuing to operate remotely when possible.

Those ‘essential’ businesses include healthcare and public health; law enforcement, public safety, and first responders; food and agriculture; critical manufacturing; transportation; energy; water and wastewater; public works; communications and information technology; financial services; defense industry base; chemical manufacturing and hazardous materials; and news media.

Everyone else is being asked to work at home, and most area companies were already moving in that direction before Baker’s mandate. The Springfield Regional Chamber polled its members last week about how the order impacted their operations. Almost two-thirds — 62% — said their employees were already working remotely, 27% said they began remote work after March 23, and 11% said they temporarily closed all operations because they cannot work remotely.

The threat of a longer shutdown looms, and may be foreshadowed by the governor’s order last week to keep all schools and most childcare programs closed at least until May 4, while requesting that educators gear up for the long haul by developing and enhancing online-learning capabilities.

“It sounds too good to be true, but the public policy is sound — the easiest and best way to get financial support to the most Americans is through their employers.”

In the meantime, a number of relief efforts have popped up at the federal, state, and local levels. For example, the U.S. Small Business Administration (SBA) will offer low-interest federal Economic Injury Disaster Loans for working capital to Massachusetts small businesses suffering substantial economic injury as a result of COVID-19. Applicants may apply online at disasterloan.sba.gov/ela.

This week, the Baker-Polito administration also announced economic support for Massachusetts small businesses with the Small Business Recovery Loan Fund, a $10 million fund that will provide emergency capital up to $75,000 to Massachusetts-based businesses impacted by COVID-19 with under 50 full- and part-time employees, including nonprofits. The application is at empoweringsmallbusiness.org.

Meanwhile, Common Capital offers a Fast Track Loan Program to address the needs of local businesses that need quick access to capital. Applicants seeking funding from the program to help mitigate the effects of the COVID-19 pandemic can contact Kim Gaughan, loan fund manager, at (413) 233-1684 or [email protected] for more information.

The Baker-Polito administration also announced steps last week to keep vulnerable families in their homes, preserve the health and safety of low-income renters and homeowners, and prevent homelessness due to reduced or lost income. Specifically, the Department of Housing and Community Development (DHCD) will temporarily suspend terminations of federal and state rental vouchers under its purview, while MassHousing is transferring $5 million to the DHCD for a COVID-19 Rental Assistance for Families in Transition fund to assist families facing rent insecurity.

In addition, the state Division of Banks has issued new guidance to financial institutions and lenders urging them to provide relief for borrowers — several banks have already committed to do so — and will advocate for a 60-day stay on behalf of all homeowners facing imminent foreclosure on their homes. Finally, affordable-housing operators are being urged to suspend non-essential evictions for loss of income or employment circumstances resulting in a tenant’s inability to make rent.

Meanwhile, Massachusetts will delay the collection of sales tax, meals tax, and room-occupancy taxes in the restaurant and hospitality sector for up to three months, while waiving all penalties and interest. And, of course, the IRS has informed all taxpayers that this year’s filing deadline has been moved forward three months to July 15.

Nonprofits are being squeezed by the crisis as well. In response, the Community Foundation of Western Massachusetts (CFWM) established the COVID-19 Response Fund for the Pioneer Valley with a lead gift of $1 million from MassMutual and contributions from a number of area businesses. The fund will provide resources to Pioneer Valley nonprofits serving populations most impacted by the crisis, such as the elderly, those without stable housing, families needing food, and those with health vulnerabilities. To make a gift, visit communityfoundation.org/coronavirus-donations or e-mail [email protected].

Meanwhile, Berkshire United Way and Berkshire Taconic Community Foundation have established the COVID-19 Emergency Response Fund for Berkshire County to rapidly deploy resources to community-based organizations as they respond to the impact of the coronavirus in Berkshire County. Numerous corporate funders have already emerged. To donate, visit berkshireunitedway.org/donate. Nonprofits can request funds at berkshireunitedway.org.

Finally, to help individuals in need, the United Way of Pioneer Valley established the COVID-19 Recovery and Relief Fund to provide aid and resources to those affected by the current public-health emergency. Funds collected will help families and individuals impacted by the pandemic to meet their basic, childcare, housing and financial needs. Visit www.uwpv.org for more information.

Hunkering Down

Resources such as these are critical because there’s really no telling when the region and country can return to some semblance of economic normalcy. Judging by what the medical community knows about how aggressively coronavirus spreads, the health costs of emerging from this collective cocoon too soon are too great — the healthcare system would simply be overrun. That’s why ‘flattening the curve; has become the watchword of the day.

Unfortunately, many businesses feel overrun in a different way. The Springfield Regional Chamber conducted a different poll recently, asking members what level of impact they expect the COVID-19 crisis have on their business.

More than four-fifths have major concerns; 34% say the crisis may put them out of business, while 47% say it will significantly impact their financials. Another 15% say they’ll be impacted financially but expect to weather the storm, while 4% say it’s too early to know.

In many ways, it’s too early to predict many things related to COVID-19 and its impact. Meanwhile, a nation increasingly shelters in place, seeking relief and solutions where they can find them, and hoping for the best.

Joseph Bednar can be reached at [email protected]

Marketing Tips Uncategorized

Courtesy of https://www.business2community.com/

In everything we do as brands, context matters. Beyond the basic actions taken to protect employees and businesses during a crisis, brands can either help or hinder our collective experience. So when a cultural moment shifts as dramatically as it has in the face of COVID-19, it’s important that brands address the issue with tact, empathy, and mindful marketing.

That said, when it comes to current and planned campaigns, marketing teams face unique challenges during a crisis. While it’s still early in the quarantine, we’ve already been asked to help our clients adjust their communication approaches. Thus, we thought it might be useful to share some of our general guidelines for marketing protocol during these challenging times.

How to Do Empathetic Marketing During a Crisis
Here, we’ve assembled our top tips for addressing your marketing approach during a crisis.

While every brand is different, we see this as a basic action plan that can help brands of all sizes make the right choices and avoid serious mistakes.

Of course, we’re always open to more ideas about how to address sensitive times thoughtfully. If you have more tips or thoughts, please share them in the comments. Otherwise, we hope you find these tips helpful.

Read more

COVID-19 Daily News

SPRINGFIELD — The Community Foundation of Western Massachusetts (CFWM) announced the release of its first grants, totaling $700,000, to community organizations and nonprofits from its recently-established COVID-19 Response Fund for the Pioneer Valley.

The fund has raised $2,480,000 from local philanthropic and business organizations and over 50 individuals. The first round of funding to support local response to the crisis includes $190,000 to distribute food through the region’s system of food pantries; $120,000 to address the needs of vulnerable elders, including home-delivered meals; $120,000 to provide critical health services and outreach through the Valley’s federally designated Community Health Centers; $150,000 to provide shelter for those without homes and those impacted by domestic violence; and $120,000 to provide flexible supports to the region’s lowest-income families and individuals.

Organizations receiving funding include Caring Health Center, Catholic Charities Agency – Diocese of Springfield, Center for Human Development, Community Action Pioneer Valley, Community Health Center of Franklin County, Food Bank of Western Massachusetts, Friends of the Homeless (Clinical & Support Options), Greater Springfield Senior Services, Highland Valley Elder Services, Hilltown Community Health Center, Holyoke Health Center, LifePath, New England Learning Center for Women in Transition, Safe Passage, ServiceNet, Springfield Partners for Community Action, Springfield Rescue Mission, Valley Opportunity Council, WestMass ElderCare, Womanshelter Companeras, and YWCA of Western Massachusetts.

According to Katie Allan Zobel, president and CEO of the Community Foundation of Western Massachusetts, more grants are expected to be announced and released this week to respond to emerging needs.

“These initial grants will support urgent and immediate needs of those most vulnerable and adversely affected by this unprecedented crisis and those who have been most impacted by inequity,” she said. “Through the generosity of our community and the establishment of this response fund, we are helping those in need living in the 69 cities and towns that make up Franklin, Hampden, and Hampshire counties.”

Zobel said next week’s round of grants will likely include health services to organizations serving those with particular health vulnerabilities due to factors such as mental illness, compromised immune systems, or addiction. 

Given the long-term impact of the crisis and the evolving community needs, CFWM and its partners will continue to raise funds and make grants over the next several months. “We are encouraging our business community and individuals to consider contributing to the fund as the urgent needs for support continues to grow,” Zobel said.

Entities contributing to the fund thus far include bankESB; Berkshire Bank; Beveridge Family Foundation; Big Y; Blue Cross Blue Shield of Massachusetts; Community Foundation of Western Massachusetts; Irene E. & George A. Davis Foundation; Dietz & Co. Architects; Greenfield Cooperative Bank/Northampton Cooperative Bank; Keady, Foard, Montemagni, UBS Wealth Management; MassMutual; PeoplesBank; TD Charitable Foundation; and Westfield Bank.

In subsequent phases, grants will be made to address needs of nonprofit organizations that have been financially impacted by the crisis.

The Community Foundation welcomes additional donations to the COVID-19 Response Fund for the Pioneer Valley. Gifts can be made online at communityfoundation.org/coronavirus-donations.

“The COVID-19 Response Fund for the Pioneer Valley is designed to pool community giving and apply the Community Foundation’s expertise and experience to make grants that help our community effectively respond to the crisis” Zobel said. “During this time, we also encourage our community members to give directly to those nonprofits you know and trust that are being impacted now or that are responding to the COVID-19 crisis.”

Daily News

CHICOPEE — Elms College has named accomplished higher-education executive Antoinette Candia-Bailey the college’s first vice president of Student Affairs and chief Diversity officer. Reporting directly to the president, Candia-Bailey, who will join Elms College on April 1, will be responsible for the strategic oversight and management of the college’s Student Affairs and Diversity and Inclusion offices.

Candia-Bailey is joining Elms from the University of Wisconsin Madison (UWM), where she currently serves as senior project coordinator to the deputy vice chancellor for Diversity & Inclusion. Prior to that, she was associate dean of students and Student Life at UWM. 

Abiding by the college’s social-distancing policy during the COVID-19 pandemic, she will be working remotely at the start of her tenure.

“I am excited to welcome Dr. Candia-Bailey to Elms College,” said Elms College President Harry Dumay. “The fact that she is joining the college in the midst of the coronavirus pandemic highlights the strategic importance of this position to the college. She brings a wealth of experience in both student-affairs administration and diversity and inclusion, and has served in multiple roles within each discipline. I look forward to having her join my cabinet and collaborating with her on the strategic direction of the college.”

The position of vice president of Student Affairs and chief Diversity officer is a new one for the college. Candia-Bailey will be responsible for providing leadership, management, and supervision to the director of Diversity and Inclusion, the dean of students, the director of Campus Ministry, and the director of Athletics. She will advise the president and other members of the executive leadership team on all student-affairs and diversity matters.

Candia-Bailey has more than 20 years of progressive experience in student affairs and diversity and inclusion at higher-education institutions, including North Carolina State University, Towson University in Maryland, and North Carolina A&T State University. She holds a doctoral degree in leadership studies from North Carolina A&T State University, a master’s degree in rehabilitation counseling and disability studies from Michigan State University, and a bachelor’s degree in sociology from Lincoln University in Missouri.

“I am deeply honored and humbled to join the Elms College Cabinet, led by President Harry E. Dumay,” Candia-Bailey said. “I look forward to playing a role in promoting and advocating the success of all of our students. I am excited to contribute to the strategic goals, mission, and vision by being a student-centered advocate.”

COVID-19 Daily News

LONGMEADOW — Caleb Poirier, an LPN who spends his evenings caring for frail elders at the Leavitt Family Jewish Home at JGS Lifecare in Longmeadow, is a consummate team member — in more than one way.

After serving in Afghanistan, Poirier continued his military commitment in the U.S. Army Reserves. With his unit, he has been called to duty to support the medical teams in New York during the COVID-19 crisis. Once again, he is on the front lines in support of our country.

“Caleb has compassion, kindness, excellent attention to detail, and a quirky sense of humor, four qualities that are imperative as a nurse,” said Shannon Wesson, director of Nursing at JGS Lifecare. “He will be an amazing asset to his team.”

Wesson called Poirier “a true healthcare hero, as are all the others in healthcare who report to work daily and care for our sick and frail. We will welcome him back home post-deployment and celebrate his dedication, when we can all be together post-COVID-19.”

JGS Lifecare joins the local community in thanking Poirier and many other healthcare heroes for caring for the sick and frail at their greatest time of need, and wishes him and his unit safe travels and a safe return home.

Coronavirus

By George O’Brien

By most accounts, this region is still in the beginning stages of the COVID-19 pandemic. Many of the experts are saying it will several months before things will return to something approaching ‘normal.’

But while we have a long way to go, it’s certainly not too early to begin speculating about what ‘normal’ will be, whenever we get there. And it’s fair to say that ‘normal’ won’t look like it does now. In fact, it could look much different because of what we’re all experiencing — and what we’re all learning — during these unprecedented times.

Some questions come to mind even as we’re only about a week into the state’s shutdown of non-essential businesses. In no particular order:

• Will men ever wear ties again?

• Will anyone ever print out a document again?

• Will anyone ever go into a bank branch again?

• Will anyone visit a car dealership again?

• Will companies ever again lease out all the space they’re leasing out now?

• Will we still need college campuses?

• Will we ever need to meet anyone in person again?

The answer to all these questions is ‘yes.’ But the more accurate answer, when we examine things closely, is probably ‘yes, but certainly not as much.’

OK, maybe guys will go back to wearing ties as much as they used to, but … then again, maybe not. Probably not. A good number of them had decided they no longer needed to long before this crisis, and now, this club, if that’s what you want to call it, is certain to get bigger. Maybe much bigger.

As for the rest of those questions, life with COVID-19 has certainly changed how we do things, and maybe for the rest of time, not just until we get that signal that it’s safe to go back in the water, whenever that might be.

Let’s start with paper. Most offices were at least trying to use less paper, but many weren’t exactly fully committed to the task. Now, as offices are relying on other forms of communication, and in many cases, they can’t hit the ‘print’ button, many are learning that it’s OK not to have a print copy of everything. And when the smaller bill comes in from the office-supply company, it’s a good bet that things won’t go back to the way they were.

As for leasing office space, some companies will go back to the same footprint. But it’s safe to say many will find that having employees work at home when they can isn’t just for snowstorms and pandemics. Not everyone wants to work at home, certainly, but if the spouse and the children are not at home at the same time as you are when you’re working — unlike now — it begins to look more doable and more attractive.

Yes, there are limitations, and some people have already found that working at home is like being retired in that you lose track of the day and date. Meanwhile, it can be lonely, and many are finding they need to be around others and just hear the sound of a human voice. But now that some are doing it, they find they can do it.

Bank branches? Some young people can boast that they’ve never been in one. And now, many who are not so young are joining those ranks. People who were intimidated by new banking technology found themselves without a choice — and many have now found themselves saying ‘that wasn’t so bad’ or even ‘that’s pretty cool.’ And, by that way, the same goes for office technology as well.

As for meeting people face to face, this will probably stage some kind of comeback. Skype, Zoom, and all those other platforms are fine, but there’s nothing like sitting across the desk or the coffee-shop table from someone. Although … many people are starting to think those aforementioned options are almost as effective, and they save time, gas, and money. They’ve been around for a while, but now that people have a need to use them, they are.

This doesn’t mean auto dealers, bankers, college presidents, and insurance agents won’t ever meet as a group or an association again. But technology is now showing us that there are other ways to meet collectively.

As noted, we’re still in the beginning stages of this crisis, but we’re already learning things. We’re learning that the technology we were afraid to use for some reason is nothing to be afraid of. We’re also learning new and different ways to do things, and it’s likely we’ll keep doing them that way when this crisis is over.

That’s why things on the other side will certainly look much different.

George O’Brien is the editor of BusinessWest.