Pitfall of a state campaign

The launching of a state campaign for a state as well informed and as well connected as NJ is, inevitably gives rise to criticism. In NJ's experience, developing a new campaign for the state with the intention of reflecting state pride, instead made the states already negative even worse. In 2005, global image consultants Lippincott Mercer recommended the tag-line "New Jersey: We'll Win You Over" as part of a $260,000 contract, paid for by state taxpayers. Acting governor, Richard Codey, rejected the recommendation as appearing negative. The state, thinking it could do better, held a contest where the public would send their suggested tag-lines to a telephone hotline and website. The topic became a national joke within talk radio, newspapers, blogs and late night comedians, who suggested tag-lines such as "NJ: The Garbage State." Tag-lines with references to Bruce Springsteen such as "Born to Fun" and "Bada Bing! Choose New Jersey" that referenced the TV hit The Sopranos were popular suggestions among residents. The state reenforced negative stereotypes onto itself by providing the public a platform. The finalists of the state contests were "Love at First Sight," "The Real Deal," "The Best Kept Secret," "Expect the Unexpected," and "Come See for Yourself." Paul Deckert said this about the contests finalists, "I think it is the worst way to pick a slogan. If you have a beauty contest and 12 ugly people show up, you still have to pick a winner." The winner was "Come See for Yourself," suggested by Jeffery Antman. The winning tag-line however didn't last long as it was jetsam from tourist brochures and TV ads due to a legal issue with West Virginia, whom had previously used the tag-line. New Jersey is currently without a tag-line.

Format of the Thesis

The Thesis will be in two halves. The first half of the book will argue why NJ ought to be The Garden State and then once flipped it will argue why NJ ought to be The Ungarden State. The book will have two covers, each on the reverse side of the other. It tells the whole story once put together, as to not to repeat itself. I feel I can take this liberty because clients often want more than one solution.

Marketing a state

The identity of states are not as flexible as that of the products we are accustomed to branding. There is a culture, economy, geography and political identity already assigned to the state. "Place promotion involves the re-evaluation and re-presentation of a place to create and market a new image for localities to enhance their competitive position in attracting or retaining resources." Economic success or failure can be influenced by the mental images people hold of places, such as China and the scare created from the use of lead paint or jalapeno peppers from Mexico. Places compete amongst each other for status, tourists, entrepreneurs, investors, high-class residents, capital, industries, sporting events (such as the Olympics), conventions and businesses. The target audience for places re-establishing their identity are residents, visitors and investors. Place marketing aims to elevate awareness (maintain a perception) and recognition (being able to identify) of the place it's campaigning for. The current trend in the transformation of a place is to update its identity from the industrial era to the post-industrial era. Negative images of wasteful consumerism, crime, murder, pollution, exploitation, social unease and economic problems are attributed to industrial cities. The goal of post-industrial identity is to project images of a clean & safe environment, high-tech industries and intelligent residents. Just as in your home, physical changes made to a state can be refreshing and rejuvenate the spirit. Making a state attractive for living, working, leisure, tourism and investment are common objectives to marketing a place. More specific to NJ will be the need to address state pride and the contentment of state authorities.

Road as a metaphor

Roads are no longer just a "passage between two places," instead they make up both a national and regional network that leads to every conceivable destination. The destination itself has multiple routes to reach the same goal, which compels us to make choices. Robert Frosts poem "The Road Not Taken" informs us of choices and the individual experiences that each offer. "TWO roads diverged in a yellow wood / And sorry I could not travel both / And be one traveler." Roads don't just lead us to our destinations, they are places themselves that offer privacy, reflection, social gathering, new awareness, self-discovery and a sense of freedom. Hitting the road is sometimes the only way to get away from everything as you are no longer at home or at your destination but rather in-between, which gives one time to think. Although roads offer a peaceful place to reflect they also can disturb the tranquillity of people living near them. Sound barriers offer a compromise between the individual needs of highways and neighborhoods. Roads are essential to a places infrastructure as they promote growth and distribution. The study and science of roads is called Otology, which calls attention to the cultural, economic and spiritual meaning of roads on a place. Roads also determine the orientation of homes and businesses. The front yard of a house for example is always the yard facing the road, while the backyard is concealed behind the house away from public view. By constricting the movement of automobiles to roads, it has effectively allowed advertisers to reach consumers in bulk. The importance of roads are so great that they have become a metaphor for human life, which tell of adventure, memories, hope, danger (as in the expression "don't go down that road"), choices and much more.

What's wrong with the identity

1. The identity only uses green, the garden hasn't bloomed
2. Lack of visible gardens or garden motifs
3. Lack of understanding of what the garden state symbolizes, possibly because of the lack of application
4. The identity doesn't apply to all of the state (some areas appear left out - How to include them?)
5. Lack of differentiation/contrast from NYC and Philadelphia
6. Needs to include technology in its identity to separate itself from farming and gardens to separate itself from the city.
7. Geometric shapes are emphasized over organic shapes

Why I believe as I do

Here is a new list of ten reasons why I think NJ ought to be "The Garden State."

1. It symbolizes an alternative lifestyle to the city and farm, which was the intention of the suburbs.
2. Gardens are characteristically therapeutic. I must admit when I moved from Brooklyn to NJ it was because I wanted trees and grass.
3. It brings simplicity to the complexity of NJ, under the intention of an alternative lifestyle.
4. It encourages desirable behavior and an appreciation to the environment, which is a global issue.
5. The value of a garden symbolically is upheld/appreciated around the world and NJ does business globally
6. It softens NJs hard image.
7. "The Garden State" suggests it promotes health and well-being
8. Gardens offer a stark visual contrast to the city, which could help differentiate NJ from NYC
9. Update NJ from an industrial to a post-industrial identity (possibly re-brand recycling).

Possible change

From the research I've done, I'm starting to become convinced that "The Garden Sate" is surprisingly a worthwhile identity for the state. From an argument point of view, it might be more interesting to argue for the side of The Garden State. I already have a good argument set up against myself as to why its not an appropriate identity and would be fun to challenge my previous opinion. I would reconnect people with the roots of the states intentions, which are becoming lost and bring this identity into full bloom.