NON-PROFIT

NEW JERSEY'S HEARTLAND

Before 2014, the entity known as “New Jersey’s Heartland” – representing the four-county area composed of Southern New Jersey’s Cumberland, Salem, Gloucester, and Atlantic Counties – didn’t exist. Within a year, as part of the Pascale Sykes Foundation’s South Jersey Economic Initiative (SJEI) to spawn economic development and tourism in the region, Masterpiece created an identifiable brand with a fully integrated digital marketing presence, as well as an infrastructure of community-focused services for it.

Built around the moniker “New Jersey Heartland” and driven by a tagline that encouraged the public to “Take Pride of What’s Inside,” the ensuing marketing campaign included digital, mobile, outdoor, print, PR, social media, and email marketing against target audiences (MULTICULTURAL). A robust and dynamic clearinghouse website – NJHeartland.org – allowed for the gathering and dissemination of information about the Heartland’s “gems and hidden treasures”; the people, places, and things, that make New Jersey’s Heartland a great place to live, work, play and raise a family. As part of this, to interface with key individuals, businesses, attractions, community service organizations, and DMO’s within South Jersey, Masterpiece also created the requisite relationships and information network.