As the former Co-Chair of the Vernon Economic Development Advisory Committee, I led and worked with other committee members and township officials to launch the Shop Vernon Shop Local Program, which at the end of 2014 generated over $200,000 in local revenue. This is a brief profile of the strategy, and role that I played in the success of the program.

1. Shop Vernon Township Marketing Case Study

2. 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

3. 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

4. The Idea
Develop an ‘incentive program’ to provide…
• Tax rebates for property owners
• Cash rebates for renters and vacationers
…all for just shopping local

5. 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

6. Print Advertising and Media

7. Media Relations

8. Social Media

9. Events / Outdoor Ads / Distribution

10. 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

11. My Role
• Co-Chair
– Vernon Economic
Development
Advisory Committee

12. My Role
• Marketing Launch
Strategy
– Developed and
implemented with
stakeholders including
• Graphics Design
• Media Relations
• Event Planning /
Management
• Outdoor Advertising
• Merchant Distribution

13. 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

14. Contact Me
gnikanorov@hotmail.com
linkedin.com/in/georgen - @george_n – Twitter
facebook.com/gvnikaorov