Located at the heart of New Jersey, Middlesex County serves as the crossroads of the state, and in many ways the country. With a dynamic, progressive, and incredibly diverse population of nearly one million residents and businesses, the County Government is dedicated to providing top-tier services, benefits, and long-term planning for all. One of the most essential tasks is communicating these initiatives to the community, ensuring that residents know about the opportunities available to them. Our role was to consistently create fresh and engaging campaigns to raise awareness of these programs and help constituents take full advantage of them.
The county government plays an active role in supporting its constituents—both individuals and businesses—as well as the municipalities within its borders. However, many of the county's exceptional efforts went unnoticed, resulting in low awareness and, consequently, low participation in numerous county programs. Often coordination between municipalities was difficult if not impossible.
Our task was to introduce county initiatives and cultivate a strong sense of place and pride. To achieve this, we took an innovative approach to government communications by building a brand and applying private-sector practices to enhance and improve the delivery of public services—an approach rarely seen in county government.
Good government, exceptional services, and an improved quality of life that elevates the status quo doesn’t happen by chance. In Middlesex County, decisions are made with purpose, and progress is achieved—By Design.
By Design
Over the course of eight years, we created more than 30 campaigns supporting various county initiatives and departments. Each campaign featured tailored creative executions designed to meet specific goals.
The campaigns ran both on-air and online, appeared in multiple languages, and delivered content that was informative, relevant, and shareable—successfully raising awareness of county services and boosting participation across the board.
More importantly all of the 25 municipalities in the county began to working together, supporting each other in order for the county to pursue bigger and bigger opportunities.
