Marketing New Jersey for Economic Growth

1. Marketing New Jersey for Economic Growth New Jersey’s Brand Campaign

2. Background • Governor’s Economic Growth Strategy Priority #1 • Market the State for Economic Growth • Prior to the Strategy being released, State marketing practices and collateral materials were fragmented and uncoordinated. • No clear branding • Messaging varied from piece to piece • Goal to develop an Umbrella Brand to: • Begin to shed negative perceptions of the State. • Promote a brand image that will differentiate the State and support its strengths. • Protect and expand market share in key markets and by key industry sectors

4. Positioning Statement Positioning Statement Companies chose to locate and stay in New Jersey as it delivers the location, quality of life, innovation and skilled workforce your company needs to help it grow, innovate and prosper.

5. Positioning Statement Main Messaging Statement The company we keep, keeps getting better.

6. Visual Approach