Brand & Product Strategy

Client: Invest Newark (Retail Reactivation Program)

THE CHALLENGE
Downtown Newark, the city’s historic commercial heart, needed a fresh identity to attract new businesses, tenants and visitors. Downtown Realty, the real estate lead, selected JENN as its marketing partner to lead the revitalization campaign.

THE IDEA
“I’m Downtown” is something people say every day to share where they are. JENN turned that familiar phrase into a statement of identity. “I’m Downtown Newark” speaks to a location and a mindset at once, a sense of pride, belonging and momentum that residents, business owners and newcomers could all claim as their own.

WHAT WE DELIVERED

• Brand identity, including logo design and the “I’m Downtown Newark” platform

• Website strategy, design, build and ongoing management (visit the site HERE)

• A cinematic video interview series featuring Downtown Newark business owners

• A searchable database of available commercial properties for lease

• Billboard and digital billboard truck design for campaign featuring the business owners

THE IMPACT

• High-visibility reach: thousands of daily commuter impressions across billboards and LinkNWK placements throughout the city

• Real business results: featured business owners saw increased traffic and new customers from the campaign

• Leasing momentum: numerous commercial leases signed or initiated in Downtown Newark