Marketing Communications Strategy + Implementation
Melissa Hensley served as the organization’s Chief Marketing Officer, leading the creation and implementation of New Jersey’s international economic development brand. We started with market research both inside and outside the state to gain insight into relevant business location decision-makers, their motivations to invest in New Jersey (or not), and better understand the overall “buyer’s journey.” This original research shaped how we would take the state “to market.”
We then worked with a New Jersey-based creative team to develop the state’s economic development brand and implement it across paid, earned, social, and owned media. The new tagline—Highly educated. Perfectly located.—perfectly captured the state’s unique value proposition. The campaign actively promoted the state’s core strengths to businesses in and outside New Jersey.
The international marketing program was integral to the state’s overall economic development effort, which secured 65,626 new/retained jobs and $9.9 billion in public/private investment in the first few years of operation. This set the newly-formed economic development organization on a path to success and strategically positioned the state for a more prosperous future.