CHALLENGE​

Once a bustling destination, Flemington had experienced a major decline in business and tourism after 2008.  The Flemington Community Partnership (FCP) was created in an effort to rejuvenate the area by attracting new businesses and residents to the western New Jersey community via revitalizing its Main Street and appealing to a broader demographic.  FCP had just completed a major research study, which indicated both strengths and weaknesses of the community. It was agreed their new agency would work with their existing brand image, but evolve it to more clearly capture and communicate the Borough’s unique personality. 

SOLUTION​

SCG was hired as the agency of record with the goal of raising immediate awareness of the Flemington area by positioning and branding the town as an exciting destination for shopping, dining, and tourism. ​
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SCG’s first task was to review an in-depth market research study and develop a brand positioning platform. This platform was used to create an updated logo and tagline to reflect the spirit of the community and its ultimate goal of being a first class destination. From this platform, the agency then developed a full media plan including billboards, print and digital ads, as well as collateral. This was supported by a full-scale social media program that both rallied local residents and businesses, while also reaching out to potential new tourists. A public relations effort was employed to reach key influencers in the business and travel media and provide ongoing support of local events. ​

RESULTS​

Staying aligned with the brand and campaign direction was essential, leading to exceeding client expectations. Flemington’s local businesses enjoyed an uptick in shoppers and diners since the branding initiative began, and there has been an increase in media interest and coverage of town events. The “Explore Flemington” campaign, through social media and media relations, transformed a previously overlooked beer garden into a popular summer destination. Importantly, several new businesses have chosen to open in Flemington, contributing to the Borough’s growing vibrancy. Additionally, we’ve strengthened the town’s social media presence, tripling the number of followers.