shop vernon case study
TRANSCRIPT
Shop Vernon Township Marketing Case Study
The Target Organization – Vernon NJ
• Approx. 23,000 residents– Largest town in Sussex
County NJ
• 4 Seasons Resort Area– Mountain Creek Ski / Water
Park / Appalachian Trail
• Median household income - $80,000.00
• ‘Sleeper town’– 70% commute East to jobs
The Challenge
Change the mindset of local residents
• Encourage people to “Shop Locally” to…– Help local businesses and programs– Stimulate the local economy– Bring costs down
The Idea
Develop an ‘incentive program’ to provide…
• Tax rebates for property owners• Cash rebates for renters and vacationers
…all for just shopping local
The Strategy
• Marketing Launch Plan– Consisting of…
• Print Advertising and Media• Media Relations• Social Media• Event Marketing• Outdoor Advertising• Merchant Distribution
– Theme – Simplicity
• Engage company to oversee program
Print Advertising and Media
Media Relations
Social Media
Events / Outdoor Ads / Distribution
The Results
• Over $200,000.00 spent locally in 2014– 10% of residents registered, with month-to-month
increases
• Trackable increase in gross revenue for merchant participants
• Reported ‘buzz’ - Merchants get questioned if they accept the “Shop Vernon” card.
• Recognized– Finalist for program of the year in Sussex County NJ– Top 25 Program – Innovation in American
Government Awards – Harvard University
My Role
• Co-Chair – Vernon Economic
Development Advisory Committee
My Role
• Marketing Launch Strategy– Developed and
implemented with stakeholders including• Graphics Design• Media Relations• Event Planning /
Management• Outdoor Advertising• Merchant Distribution
About George Nikanorov
• Over 15 years of B2B and B2C Marketing and Communications Experience
• Successful track record spanning multiple industries and verticals
• Recognized speaker and panelist• Educator and Volunteer
Contact [email protected]/in/georgen - @george_n – Twitterfacebook.com/gvnikaorov