Shop Vernon Case Study

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 Megnikanorov@hotmail.comlinkedin.com/in/georgen - @george_n – Twitterfacebook.com/gvnikaorov