Daryl Rand's extensive experience, passion for advertising and PR and commitment to excellence have distinguished her both locally and globally. Clients benefit from her strategic thinking, deep understanding of organizational planning and contagious energy. She has played an influential role in the success of a diverse roster of brands and businesses such as Provident Bank, Outfront Media, the Jersey City Medical Center Foundation and New Jersey City University.Daryl is a member of the Advertising Hall of Fame of New Jersey, sponsored by the New Jersey Ad Club, and has been named one of New Jersey’s Best 50 Women in Business by NJBIZ. The business journal also recognized her in the inaugural roster of state ICONS recognizing senior business leaders. She is the immediate past Chairman of the Board of the Hudson County Chamber of Commerce, the first woman to hold the position in the organization’s 130+ year history.
Jason has extensive experience working with some of the world’s most iconic brands, including VH1, Vogue, Starwood, Abercrombie & Fitch, and Ouidad. His work has been recognized by a number of professional organizations, including the New Jersey and New York Art Director’s Club. At the latter, he was the recipient of the nationally recognized Young Guns Award.
David's expertise for developing complex and integrated marketing plans provides the agency with its unique knack for strategic audience targeting. National and regional brands rely on his deep understanding of diverse media markets, a keen eye for ROI and long-standing relationships to secure the best pricing and significant over-delivery for all initiatives.
David has honed his professional skill set at distinguished, multi-national companies, such as Outfront Media, Premier Retail Networks and The Wall Street Journal. He has managed local, regional and national Out-Of-Home campaigns and experiential events for iconic brands, including China Tourism, CBS Radio, the World Trade Center redevelopment and Six Flags Entertainment Corporation. David also serves on the Board of Directors of the Fort Lee Regional Chamber of Commerce.
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 Advertising Hall of Fame of New Jersey. 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 and media 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, New Jersey City University 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”
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.
The 200 Club is a non-profit organization dedicated to supporting police, fire and EMS personnel and their families throughout Bergen County. The organization turned to us after witnessing a steady erosion of their membership base and name recognition, particularly among younger audiences.
After a thorough intake process and competitive analysis, we repositioned the 200 Club as a community advocate with a distinct voice and vital mission. We paved the way for a complete overhaul aimed at modernizing the brand and streamlining operations. We launched a fresh new website along with a strong social strategy while generating high-quality assets, expanding and engaging its digital audiences, and providing strategic counsel and event support.
The rebranding effort has been met with great success. The 200 Club’s new aesthetic, improved digital presence and implementation of targeted strategies have bolstered brand awareness, secured membership, heightened engagement and increased event attendance. The organization is well positioned for strong and sustainable growth.
The Club’s social and digital strategies have already seen a significant ROI. To date, the Club’s Facebook page has accounted for more than 15% of total website traffic and its audience has grown by 385%. Our strategic targeting has granted the Club access to a younger demographic; as of April 2016, 18% of their audience consisted of users aged 18-34.
Shuster Development, one of the most innovative real estate development organizations in the state, sought us out after our successful Jersey City – Make It Yours campaign.
The company relied on our wealth of experience in the local landscape to distinguish its brands and gain valuable leads.
We crafted distinctive market positions for both The Oakman and Hamilton House, established iconic brand identities, provided informed strategic counsel, and aided in public relations efforts, all with the know-how necessary to make projects pop in Jersey City.
Our efforts to date have garnered Shuster Development a significant market share. Bold branding and striking campaigns through Out-Of-Home, print and digital media continue to generate valuable leads.