DHS - EFK Group
STATE OF NEW JERSEY
STATE OF NEW JERSEY

The Background Story

Create a unified campaign to connect New Jersey residents to cost saving and life-changing programs.

In 2018, the Administration set out to fulfill Governor Murphy’s promise to create a “stronger and fairer” New Jersey. Together with partners in the Legislature, numerous cost-saving and life-changing programs have been created or expanded over the last seven years to boost affordability and improve access to critical health and mental health care. To make sure everyone is aware of these resources and knows how to apply for them, the Governor and the Legislature allocated American Rescue Plan funding to create a statewide marketing and outreach initiative to ensure every eligible resident is aware of how to take advantage of these resources. Governor Murphy stated that “Amidst the hustle of daily life, Garden State Community Outreach is designed to help ensure that every family is not only aware of these programs, but understands how to access them.”

Services Provided

As Agency of Record for Garden State Community Outreach Initiative, EFK worked with the State of New Jersey across many deliverables including:

  • Program Name Development
  • Branding Development
  • Paid Media Management
  • Broadcast Television Spot
  • Multilingual Campaign (English, Spanish, Creole)
  • Video production
  • Traditional Media Buying
  • Digital Media Buying
  • Public Relations and Communications

Bringing New Technology to the State

With canvassing, EFK understands that the target audience may have a distrust in government or a fear in giving out information. The EFK team developed an intuitive website experience that allows users to quickly and anonymously insert information details to see what state programs that may be available to them. These questions include Zip Code, Rental or Home Owner Status, Children Status as well as Household Income.
DHS website

Marking Bold Geographic Boundaries

Geo-targeted communications saturated target audiences in North, Central and South Jersey, including local broadcast and cable television, streaming video, streaming audio, paid social, programmatic display, retargeting, geo-fenced mobile, paid search and digital out-of-home.

Developed Custom Media Distribution to cast a targeted net versus a wide net

At project kick off, the EFK team quickly discovered that this initiative has a specific target audience base. To ensure we were reaching individuals to drive impact and results, the team developed a cohesive media distribution strategy that focused on digital media to cast a targeted marketing net to drive actions.

More Work

Lets work together

Branding

Digital