SHOP JACKSON

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SHOP JACKSON!

• June 3, 2009

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Who is the JRC?
Appointed by the City Council to assist City with
economic development ideas

• Sally Bligh
• Wayne Garibaldi
• Connie Gonsalves
• Rich Hoffman
• Gary Little
• Stan Lukowicz

• Aaron May
• Craig Murphy
• John Plasse
• Lana Vukovich
• Jane Wilkinson
• many other volunteers

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Shop Jackson WHAT?

• Shop Jackson is a shop local campaign developed
  by the Jackson Revitalization Committee in
  partnership with the Jackson Rancheria Casino
  Hotel Dreamcatchers Club Program

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Shop Jackson WHAT?

• Dreamcatchers Club Members are invited to take
  further advantage of their membership by shopping
  at Jackson businesses, offering Dreamcatchers
  Club members-only discounts

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Shop Jackson WHEN?

• Initial Campaign August 1, 2009 through January
  31, 2010 (in two three month blocks)

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Shop Jackson WHERE?

• All businesses located in the city limits of
  Jackson are invited to participate.
• Ongoing relationships with Dreamcatchers Club
  Members

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Shop Jackson WHY?

• Businesses in Jackson can capitalize on the
  thousands of casino visitors and local
  Dreamcatchers market
• The Jackson Rancheria has 500,000 active
  Dreamcatchers members 300,000 monthly visitors,
  and over 26,000 Dreamcatchers Club Members in
  Amador/Calaveras Co.

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Shop Jackson WHY?

• Collectively the businesses of Jackson have an
  opportunity to ensure that more locals and
  visitors Shop Jackson!

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Shop JacksonThe Requirements

• City of Jackson business license and location
  within the city limits of Jackson
• 45 participation fee (one 45 fee covers both
  quarters)
• Completed participation form
• Promotional offer commitment created by
  participating businesses

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Shop JacksonThe Benefits

• Arrow Magazine will print a map of businesses for
  6 issues, beginning with the August 2009 issue.
  This magazine has a monthly distribution of over
  100,000 copies
• The map will also be printed as a separate sheet
  and be provided to all participating businesses
  as an additional promotion

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Shop JacksonThe Benefits

• Websites like Amador Council of Tourism, Amador
  County Chamber of Commerce, City of Jackson and
  the Jackson Rancheria will list participating
  businesses
• Distribution, Promotion and Exposure at 2009
  Amador County Fair

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Shop JacksonPromotion Examples

• 5 off Monday - Thursday
• Buy 2, get 1 free Buy 1, get 2nd item ½ off
• Provide game opportunities, chances to win a
  higher discount
• Free XXXXX with YYYYY

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Marketing Jackson

• This is a Direct Response Advertising Campaign
• An effective ad includes a call to action
• The Best Ads emphasize Benefits over Features
• FREE is the most powerful word to use in an
  advertisement

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Marketing Jackson

• An effective ad has Measurable Results
• Do not use Institutional Advertising
• Use Relational Advertising
• Emphasize that your Business has a Relationship
  with Dreamcatchers Club
• 26 Keys to Effective Marketing to Dreamcatchers
  Club Membership

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Timeline

• June 15 Deadline to Participate
• July 1 Last Day to submit final ad copy
• July 30 3rd Quarter Campaign Begins
• Sept. 15 Deadline to jump in 4th Quarter
• Oct. 1 Last Day to submit changes
• for 4th Quarter Campaign
• Nov. 1 4th Quarter holiday period starts
• Jan. 31 New Program Launches!!

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Questions?? For More Information Contact Mike
Daly, City Manager 223-1646 or mdaly_at_ci.jackson.ca
.us