OPEN FOR BUSINESSHarold L. Harrison, “HLH,” starts Harrison Advertising from the back of the family grocery store in West New York, signing Duffy’s Rug Cleaning in Hoboken as his first client. The agency roster soon grows with the acquisition of the Provident Bank in 1954, which thrives under his stewardship for more than 50 years.
GOING PLACESWith a sharp eye for the industry’s future, HLH pioneers transit advertising in New Jersey. In 1972, he is joined by his daughter, Daryl Rand, who helps build and manage the State’s nascent transit advertising franchise, known as New Jersey Transit, while serving as a trusted advisor for Outfront Media and its predecessors.
THE FAMILY FINDS FAMEIn 1986, the New Jersey Ad Club honors HLH by inducting him into the Hall of Fame. In 2008, Daryl follows suit, making them the only intergenerational recipients. Daryl continues to strengthen her father’s legacy both inside and outside of the business world, evidenced by her ongoing commitment to community development.
NEXT-GENERATION KNOW-HOWDaryl’s sons, both agency veterans, Jason and David join the agency in 2009 and launch as HarrisonRand. Their vision: to bring a next-gen approach to the very tradition that made HLH’s organization so successful. The roster grows quickly with the acquisition of Jersey City, NJCU and Choose New Jersey.
Over 20 agencies competed in an open RFP to brand Jersey City. As the winning agency, we were tasked by the Jersey City Economic Development Corporation to help tell the story of a legendary city on the rise by utilizing strategies which married creative ingenuity with state-of-the-art strategy to deliver tangible results. As a great place to live, work and play, the City required an approach which would capture all of its complexity and opportunity in a simple, authentic and compelling value proposition.
“Jersey City – Make it Yours”
The “Make it Yours” campaign has garnered significant media interest and, to date, has delivered over 170 million impressions as a result of a highly targeted, integrated multi-channel strategy.
It has been successful in repositioning Jersey City in the minds of our millennial target audience. Post-exposure research showed double-digit growth in the perception of the City’s arts, culture, housing, retail, dining, and appeal to singles.
New Jersey City University brought us on as strategic partners in 2011 to facilitate their rebranding initiative and help showcase their mission in the noisy and populated market of higher education.
Social Media Strategy became the cornerstone of our strategic initiative to connect NJCU’s inclusive academic experience with prospects. From video to targeted campaigns, we focused our efforts to build the University’s community and engage its audiences with fresh content in exciting ways. We further capitalized on our social efforts with digital media to bolster brand awareness and catalyze brand engagement.
Since we first began our social development efforts in October 2011, the University’s social networks have experienced unprecedented growth. As of June 2015, NJCU’s University and Alumni Facebook pages have grown 1,743% and 1,081%, respectively.
NJCU’s robust social presence has established a strong foundation for prospective student conversion, augmented awareness of its cultural contributions and facilitated greater attendance at sponsored events.
Choose New Jersey—an economic development organization charged with showcasing New Jersey as a destination for businesses around the globe—first turned to us in the wake of Hurricane Sandy. The resulting, award-winning “State of Resilience” campaign proved to be a crucial turning point for the brand, its message and mission.
Now, as CNJ’s agency of record, we continue to support them in their various economic development missions, which are as diverse as the industries they market to.
Since the significant success of the “State of Resilience” initiative - success which was evidenced by a 75% increase in web traffic (58% of that number comprised of new visits), and a partnership which resulted in $2.67 million in donated media - we’ve gone on to partner with CNJ on other challenging and exciting such as BIO 2013, which resulted in a 412% increase in engagement.
BIO 2015 promises to be yet another milestone for the organization.
Since 2009, we’re honored to have been presented with over 100 awards for a variety of high-profile clients and projects. We’ve been recognized by distinguished organizations such as the International Advertising Association, the Hermes Creative Awards, the Rothman Institute of Innovation and Entrepreneurship, the New York Art Director’s Club, the Art Director’s Club of New Jersey and the New Jersey Ad Club. Most recently, at the 2015 Jersey Awards, we were recognized as New Jersey’s top award-winning agency, receiving 11 First Place, 13 Second Place, and 7 Third Place honors.