Hudson County Consortium Launches Suite of Education Offerings

Hudson Chamber Partners with Local Organizations to Better Serve County Businesses

Consortium_Logo_version2JERSEY CITY, N.J…. The Hudson County Consortium for Business Growth and Development has been newly formed by five county organizations dedicated to building the capacity of local area businesses. The Hudson County Consortium intends to support business growth and development through the design, plan and coordinated delivery of educational programs to better serve entrepreneurs, start-ups, early stage and mature businesses.

The Consortium, which will provide access to educational programs throughout Hudson County, is comprised of the following founding partners: Hudson County Chamber of Commerce; Hudson County Community College, Center for Business and Industry; Hudson County Economic Development Corporation; the Hudson County Office of Business Opportunity; and NJ Small Business Development Center at New Jersey City University.  The Consortium also intends to support the Hudson County Office of Business Opportunity in its efforts to assist businesses in becoming eligible for certifications and in gaining access to procurement opportunities at the county, state and federal levels and in the private sector.

“The Chamber is excited to partner with organizations that have a proven track record of delivering excellent educational programming for area businesses and entrepreneurs,” said Maria Nieves, President & CEO of the Hudson County Chamber. “This partnership enables us to be true to our mission to provide our Member’s with access to the best resources in the community, assist them in becoming certified, and at the same time, support the good work of our partners.”

The Hudson County Consortium’s first initiative is the launch of spring educational programs that include classes in basic financial management, accounting fundamentals, QuickBooks, and Excel for business and finance professionals. Spring classes began in March and will continue through June and are open to the public. Information about class offerings, dates, and locations, as well as how to register is available at

Founded in 1888, the Hudson County Chamber of Commerce is one of New Jersey’s oldest and largest regional chambers of commerce. The organization serves more than 625 members and is celebrating its 130th anniversary year. For information about the Hudson County Chamber, please call (201) 386-0699 x 220 or visit

Posted in Member Programs, Uncategorized | Leave a comment

Keeping Hoboken Vital

Hoboken_Chamber_Logo-HighResThe Hoboken Chamber of Commerce has published Keeping Hoboken Vital: White Paper Outlining Issues and Opportunities for the Business Community which makes nearly 20 recommendations for how to improve the overall business climate in Hoboken, streamline the City’s development approval and permitting process, rationalize parking strategies, boost tourism, improve the transportation system, and provide a more comprehensive and predictable framework for development.  The paper urges the City of Hoboken to undertake an inclusive master plan outreach process with the business community as a meaningful stakeholder.

Front Page of Report

The Hoboken Chamber, realizing both the opportunities and the challenges of doing business in Hoboken commissioned the white paper to study how to improve business conditions and make recommendations. The Chamber retained Phillips Preiss Grygiel LLC to prepare the white paper, which also sets out recommendations for Hoboken’s Master Plan examination.  The white paper offers guidance to the community and elected officials on how the city’s code, regulations and offices can be modernized in such a way to promote growth, vibrancy and ease of use for the whole of the Hoboken business community.

“The white paper represents the culmination of a comprehensive process between Paul Grygiel, the Hoboken Chamber Board, chamber membership, as well as members of the business community.  Significant though it is, the white paper is just a first step in what the Chamber hopes is a collaborative journey between the business community, elected and appointed officials, and the whole of Hoboken, leading to a vibrant, bustling and accommodating business climate. When Hoboken’s business community prospers and thrives the whole of Hoboken shines brighter,” said Richard Mackiewicz, President of the Hoboken Chamber Board.

Mr. Paul Grygiel of Phillips Preiss Grygiel LLC spearheaded the project for the firm.  He specializes in comprehensive and neighborhood planning, zoning analysis and expert witness testimony, and has prepared master plans and redevelopment plans for numerous municipalities. Mr. Grygiel worked with the Chamber to gather input for the white paper which included Chamber roundtable meetings with its members as well as the public, a meeting with the Chamber’s Board of Directors and a survey of the business community.

Keeping Hoboken Vital is available online and will be distributed to members of the Hoboken Chamber, members of the business and elected and public officials during the month of February and promoted through the Hoboken Chamber Facebook page.

The Hoboken Chamber of Commerce represents nearly 200 members, facilitates forums with local, officials, and provides a platform for business networking and partnerships.


Posted in Hoboken Chamber of Commerce | Tagged , , | Leave a comment

HarrisonRand Know-How: 3 Trends to Watch in Nonprofit Marketing

by Jason Rand, HarrisonRand

There are more than 2,500 nonprofit organizations in Hudson County doing amazing work every day to enrich our communities and elevate the quality of life throughout the County for all. Each has a unique history, mission and audience of donors and participants and each has unique challenges as trends in marketing continue to shift, technology becomes more advanced and donor behavior changes. With that in mind, it’s become increasingly important for organizations to be proactive and focused on developing strategic plans that integrate these factors to maximize engagement in new ways to amplify your message and tell your unique story to donor bases and communities.

Tell Your Story


What would you read about in Jason’s next post? Email your suggestions to

The growth of content marketing (video, blogs, and social media to name a few) continues to accelerate across all sectors. Non-profits have a distinct advantage here due to their emphasis on mission and positive outcomes. This sense of purpose provides the necessary foundation for great storytelling – a critical component to an effective content marketing program. Over the past year, according to a recent non-profit study, organizations have increased their focus on content marketing from 61% to 76%, only 26%, however, believe that their efforts are realizing an impact largely due to challenges such as staffing, budgets, planning and measurement.

Tip: To maximize efforts and minimize stress, develop a strategic plan and action calendar for creating, distributing, and measuring content and performance. Dedicate a team when possible to driving the initiative (consider board members or donors who might have valuable insight into outreach efforts and valuable messaging).

  • Develop a workflow plan that guides and schedules your content production, delivery and the various platforms you will use
  • Analyze and create donor personas and the content that resonates best with them
  • Focus on the how, what and whys of your approach to storytelling
  • Measure content engagement on different platforms (clicks, comments, sharing, traffic)

Think video. Think mobile.

As the undisputed champ of content marketing, video provides the most compelling and engaging experience for non-profits to communicate their mission, tell their story and demonstrate the value of the organization’s work. Most importantly, it helps create an emotional connection with your supporters that can motivate them to take action.

According to one marketing study, 90% of users said that viewing a video about the organization impacted their decision process. At HarrisonRand, we’ve discovered that video implementation also aligns with successful fundraising efforts across multiple platforms.

After studying a number of high-performing fundraising pages, we discovered that the one consistent component of each was compelling video. Visual storytelling can be an effective way to connect supporters to your mission.

Tip: Compelling video content should be considered for events, websites and email as well as social marketing campaigns.  Also consider embedding a call to action within the video, to make sure viewers know what they can do. Remember, Hudson County is on the go! Make sure your communications are consistent, clear and responsively designed for mobility (Keep your messaging brief and CTAs colorful, bold, and clean). Streamline the conversion process to keep your supporters engaged and improve your mobile strategy.

Make it Personal

The rise in content creation and online communication with audiences presents unique opportunities for nonprofits, but also often frustrating challenges for organizations to track, analyze and truly engage audiences in ways which best suits their preference. Non-profits of all scales, from global to local initiatives are competing for audience’s attention so your mission’s ability to truly connect requires personalization.

Like all relationships, nonprofits can strengthen their connection with donors by effectively communicating in a way that’s meaningful and personalized for them. This requires a deep understanding of your supporters and how they like to be engaged.

Fortunately, as technology has improved, it’s become cheaper and easier than ever to leverage the right resources that can help you learn more about your donors and deliver customized content to them, no matter their current engagement stage.

Tip: There are a number software solutions to better understand your donors. For example, with the right fundraising software, you can add intake questions to your checkout page to gather more information, such as interests and reasons for giving. You can then craft separate follow-up messages that are meaningful to your supporters and show that you care.

There are also many email automation software options available that you can use to analyze donors’ interactions on a broader scale and launch subsequent targeted email campaigns. And by feeding this application into a backend CRM (constituent relationship management) system, you can also effectively manage and track donor data in a single database. This will help you understand supporters’ giving habits, track trends, and identify opportunities for larger gifts.

In light of these emerging nonprofit marketing trends, it’s time to think more strategically about your organization’s strategic planning in concert with communication methods. No doubt it will require time, effort, and patience, but the improved results will be well worth the investment. By taking the necessary steps to understand your supporters and how they prefer to be engaged, you can dramatically improve engagement and more effectively carry out your mission.

Anything in particular you’d like us to write about? We want to hear from you! Email your suggestions to

Posted in Marketing and Advertising Tips, Uncategorized | Tagged , , , , | Leave a comment

Calling All Voters: It’s Election Season in New Jersey

By Hoboken Strategy Group

Fall is here!  Kids are back in school.  The weather is getting crisp.  Campaign signs are populating front lawns like leaves.  That’s right, it’s election season in New Jersey!  Grab a pumpkin spiced latte and get caught up on all of the action with From the Halls of Trenton.

statecap2017 is a big year for Elections in New Jersey.  Only 2 states in the nation are going to the ballot box this year to elect Governors: Virginia and New Jersey.  This year, in addition to electing a Governor, voters will also be going to the polls to choose their State legislative representatives, with all 40 seats in the State Senate and all 80 seats in the State Assembly up for grabs.

Under the New Jersey State Constitution, Governor Chris Christie is term-limited from seeking another term as Governor.  Seeking to replace the Governor are Ambassador Phil Murphy on the Democratic side and Lieutenant Governor Kim Guadagno for the Republicans.

Democrat Phil Murphy previously served as Chairman of Goldman Sachs as well as the United States Ambassador to Germany.  His running mate is Assemblywoman Sheila Oliver (D-34), the former Speaker of the General Assembly.  Former Ambassador Murphy has pledged to reclaim the Innovation Economy in New Jersey including re-investing in higher education and community colleges to improve affordability as well as the expansion of small business incubators to incentivize new businesses to start in New Jersey.  He has also pledged to increase the minimum wage, mandate earned sick leave, while expanding the Earned Income Tax Credit.  He has also called for the creation of a New Jersey Public Bank which would use state deposits to finance local investments in infrastructure, small businesses and student loans.

Republican Kim Guadagno is New Jersey’s first Lieutenant Governor, serving as the New Jersey Secretary of State.  She is a former prosecutor and served as Monmouth County Sheriff until her election as Lieutenant Governor in 2009.  She is running with Woodcliff Lake Mayor Carlos Rendo who is seeking the Office of Lieutenant Governor.  If elected, the Lieutenant Governor has pledged to cut property taxes through vetoing any new tax increases in addition to the creation of a property tax “circuit breaker” which would cap the school portion of a homeowner’s property tax bill to 5% of their household income.  She has cited the need for reducing the tax burden on working families in order to make the State more welcoming for businesses.  An opponent of the increase in the Gas Tax, the Lieutenant Governor has called for the State to develop a sustainable, long-term infrastructure plan to fund urgent infrastructure needs.

Hudson County’s legislative delegation is also up for election this November.  In the 31st District (Bayonne & Parts of Jersey City) incumbent Democrats Senator Sandra Cunningham, Assemblywoman Angela McKnight and Assemblyman Nicholas Chiaravalloti are being challenged by Republicans Herminio Mendoza, Lauren DiGiaro and Michael Alonso, respectively.  Senator Nicholas Sacco, Assemblywoman Angelica Jimenez and Assemblyman Vincent Prieto, all Democrats, will be facing Republicans Paul Castelli for State Senate and Ann Corletta and Bartholomew Talamini in the 32nd District (East Newark, Guttenberg, Harrison, Kearny, North Bergen & West New York).  In the 33rd District (Hoboken, parts of Jersey City, Union City & Weehawken), Democratic Senator Brian Stack is being challenged by Beth Hamburger while incumbent Democrats Assembly members Annette Chaparro and Raj Mukherji will be facing off against Republican Holly Lucyk.

With all of these elections across New Jersey, it has been a quiet time around the halls of Trenton.  But once Election Day passes, lawmakers will return to Trenton for the Lame Duck Legislative Session.  Legislators will have until January 8 to advance any pending legislation prior to the end of the session.  The new Legislature will be sworn in on January 9.  On January 16, Governor Christie will officially be leaving office with the swearing-in of New Jersey’s 56th Governor.

In the lame duck session, Governor Christie has expressed his intent to fill any remaining judicial vacancies in the State in order to avoid any backlogs in the court.  The Governor has also called upon lawmakers to make permanent the State’s two percent cap on arbitration awards for police and firefighters.  The cap was implemented in 2010 to assist local governments to maintain the State-mandated 2 percent cap on annual spending increases.  The current measure is set to expire at the end of the year without legislative action.  Proponents of extending the measure have cited an estimated $530 million in savings from police and firefighter salaries during the 7 years of implementation of the cap.

Lame duck sessions are traditionally opportunities for lawmakers to enact new funding measures such as salary increases.  In 2016, Governor Christie and the Legislature failed to enact a measure which would increase the salaries of cabinet officials, county prosecutors, state Supreme Court justices and Superior Court judges while also increasing the salary allotment for staff members of the Legislature.  To date, no word has been provided as to whether this measure would once again be considered.

In September, Governor Christie instituted a $200 million plan to expand the state’s role to address the opioid epidemic.  Absent a hurricane or other natural disaster, this is expected to be the Governor’s final major spending of his administration.  The plan includes the launch of 25 new programs and the expansion of others including housing, prescription drug monitoring, treatm Continue reading

Posted in Government Affairs, Uncategorized | Tagged , , , , , , , | Leave a comment

5 Tips to Get Ready for Your First Business Loan

by Maria Nieves, President & CEO, Hudson County Chamber of Commerce

Our mission is to be a leading resource for our Members. We know that access to capital is one of the most critical needs of a small business on the verge of growth. For this month’s newsletter, we researched tips to help our Members who are considering applying for that first loan. Get ready with these 5 tips.

#1: What Are Lenders Looking For? Most lenders will want to know that you can repay the loan plus interest, and that you can do so regularly. They’ll also likely want the loan to be secured. So get very specific about how much money you need to borrow and how long you’ll need to pay the loan back. See this Fox Business News entitled How to Apply for Your First Business Loan.

smallbizloanpicture#2A: Build Your Personal Credit Score Lenders will want to look not just at the credit score of your business, but also your personal credit score.  Your personal credit score ranges from 300 to 850 (the higher, the better), and evaluates your ability to repay your personal debts, such as credit cards, car loans and a mortgage. The FICO score, commonly used in lending decisions, is based on five factors: your payment history (35% of your score), the amounts owed on credit cards and other debt (30%), how long you’ve had credit (15%), types of credit in use (10%) and recent credit inquiries (10%). You can get a copy of your credit reports for free once a year at and dispute any inaccuracies you find through each of the credit bureaus’ websites (Experian, Equifax and TransUnion). If you find any errors, you’ll want to dispute them to improve your credit score.

#2B: Build Your Business Credit Score Forty-five percent of small-business borrowers who are turned down by a creditor are denied because of their credit scores, according to the Federal Reserve Banks of New York, Atlanta, Cleveland and Philadelphia. There are several credit bureaus that collect data and create business credit scores, including Dun & Bradstreet, Experian and Equifax.  You’ll want to maintain a score with all three, because a lender can use any of these bureaus to pull your business credit score. You’re also advised to make sure you pay any creditors on time, and borrow loans from lenders that report to credit bureaus. In fact, borrowing a small loan and paying it back on time from such a lender, can help build your business credit score. See this article from Nerd Wallet for more tips on building your business credit score.

#3: Consider a MicroLoan to Start Building Your Business Credit Consider taking a microloan with the Small Business Administration. The SBA offers loans for businesses to purchase new machinery and equipment, or make improvements like landscaping. Additionally, if you need to renovate your existing office or facility, these funds can help. They offer a microloan program that caps amounts at $50,000. Click here to learn more about the SBA. Here in Hudson County, the Hudson County EDC has a microloan program that also caps loan amounts at $50,000. The Hudson EDC Microloan Program offers fixed-rate (5.0% – 9.5%), six-year loans with as little as 10% down for start-up and existing businesses. Businesses in operation for less than two years can borrow a maximum of $35,000; older business with a profitable operating history are eligible for up to $50,000. There are no prepayment penalties. Click here to see their full suite of loan programs.

#4: Get Your Information Together In addition to solid business and personal credit scores, you’ll need  solid business plan, a strong personal resume (to prove your credible), a strategic marketing plan, and a P&L statement, which is also known as the income statement.  Your P&L statement is a summary of the profit and losses that your business has incurred during a particular time period. Basically, it’s revenue in, less expenses incurred. The SBA has a Business Loan Checklist to help you assemble the needed documents for applying.

#5: Get Help There are many online resources and agencies like the SBA and Hudson County EDC. If you need help connecting to them, let us know. We’d be glad to connect you. Finally, you may also want to consider taking a workshop like our upcoming Next Level Business Planning, a six-week intensive course that can help you put together a business plan and marketing plan.
Posted in President's Report, Uncategorized | Tagged , , , , , , | Leave a comment

From the Halls of Trenton: Battle Brews Over Horizon Blue’s Reserve Fund

By Hoboken Strategy Group

No real surprises: it’ll be Democrat Phil Murphy, a former U.S. Ambassador in the Obama administration, versus NewJersey Lt. Governor Kim Guadagno on the Republican Hoboken Strategy Group

June is here.  The Spring pollen season is coming to a close, which equals less tissues and cleaner cars. The days are getting warmer and longer.  For those of us in the Halls of Trenton, June is shaping up to offer a lot of long days.

statecapAs a loyal From the Halls reader, you know how important this year and this month are.  With the Governor’s Office and all 120 seats in the Legislature up for grabs in November and a balanced State Budget due by June 30- there are a lot of wheels in motion.  On June 6, New Jersey voters headed to the polls to decide who will represent their respective parties on the November ballot. No real surprises: voters have chosen Democrat Phil Murphy, a former U.S. Ambassador in the Obama administration, and  New Jersey Lt. Governor Kim Guadagno on the Republican side.

With Republican Governor Chris Christie term-limited from seeking another term, political observers are closely watching the Republican and Democratic Gubernatorial Primaries.  On the Republican side, Lieutenant Governor Kim Guadagno is seeking to replace her former running mate.  The Lieutenant Governor is being challenged by Assemblyman Jack Ciattarelli (R-16), Nutley Commissioner Steven Rogers, and political newcomers Joseph Rullo and Hirsh Singh.  For the Democrats, voters will choose between former Ambassador Phil Murphy, Senator Raymond Lesniak, Assemblyman John Wisniewski, Tenafly Borough Councilman Mark Zinna, former Under Secretary of Treasury Jim Johnson and activist Bill Brennan.

The other focus of this month will be the consideration of the State Budget.  Legislators and the Governor will face a projected $527 million budget shortfall which must be filled for a balanced budget.  The administration has announced that roughly $300 million to in funding to local governments to cover Homestead property-tax relief credits will be delayed until the next Fiscal Year.  The remaining shortfall will be plugged using budget surplus funds as well as the State’s Clean Energy Fund.

The administration has also announced that the 2018 Fiscal Year revenue forecast will be increased by $200 million through a series of new tax collection initiatives enacted by the Department of Treasury.  These initiatives include the implementation of a process for collecting overdue taxes which includes more aggressive audits and the targeting of tax delinquents.  This increased revenue forecast is good news for the State given the recent reductions to the sales tax as well as the phasing out of the estate tax.

Another proposal to be considered as a part of the budget process is the Governor’s plan to dedicate lottery revenue to the State’s pension system.  The Governor has lauded this proposal as a dedicated source of revenue after decades of underfunding by both Republican and Democratic administrations.  In recently released details, this proposal includes the dedication of the Lottery Enterprise to the Public Employees Retirement System, the Teachers’ Pension and Annuity Fund and the Police and Firemen’s Retirement System for a period of 30 years.  If enacted, lottery revenue would generate a predicted $36.5 billion to the pension funds over 30 years.  This proposal would drop the State’s unfunded liability in the pension funds from their current $49 billion deficit and result in the funds being 58.9% funded from the current level of 44.7%.

Currently, lottery revenue is directed to the General Fund and dedicated towards higher education programs, psychiatric hospitals, center for people with developmental disabilities and homes to disabled soldiers.  If the plan is enacted, these programs would be funded directly through the State Budget.  According to State Treasurer Ford Scudder, if the pension payment receives a dedicated source of revenue other than annual State Budget appropriations, additional funding will be available in the Budget to be dedicated towards these purposes.

The real battle to watch will be on the Governor’s plan to tap $300 million in funding from Horizon Blue Cross Blue Shield of New Jersey’s financial reserves to be dedicated towards the creation of a fund for drug treatment programs in the State.  Since proposing the plan during his State Budget address, the Governor has waged a public campaign to urge support for his proposal including the questioning of Horizon’s non-profit status as well as the salaries of their leadership.  Horizon has been quick to defend their operations as well as the purpose of their financial reserves which equate to 75 days cash on hand to pay claims for its 3.8 million insured.

Last week, Assembly Speaker Vincent Prieto stated that “there is no appetite” in the Assembly to advance the legislation.  During the Assembly Budget Committee’s hearing on the Department of Banking & Insurance, Committee Chairman Gary Schaer (D-36) expressed his concerns that if the State took $300 million from Horizon’s reserves, the fund would have to be replenished, likely through increasing the cost of premiums to policyholders.  On the Senate side, Senator Joseph Vitale, Chairman of the Senate Health, Human Services & Senior Citizens Committee has stated that he has yet to decide on whether he will sponsor the proposal.  But hey, it’s June in Trenton and a lot can happen, so stay tuned!

On the good news front, Governor Christie recently announced that the State’s unemployment rate has dropped to 4.1 percent, the lowest that it has been at any time since 2001.  Considering that New Jersey’s unemployment rate was 9.8 percent when the Governor took office in January 2010, this has been a steady improvement for the State’s economy.

Another positive development since our last issue is that the Legislature approved the Governor’s proposed $400 million in extra spending for transportation projects this fiscal year.  For Hudson County, this supplemental appropriation has provided funding for projects include:

  • Viaduct repair/reconstruction along Route 495 in North Bergen;
  • Bridge deck and approach repairs on Route 280 in East Newark;
  • Re-surfacing of Route 185 in Jersey City;
  • Drainage reconstruction and paving of West Side Avenue in North Bergen
  • Preliminary engineering and final design for the NJ Transit Hudson-Bergen Light Rail Route 440 Extension in Jersey City
  • Completion of the Environmental Impact Statement for the Hudson-Bergen Light Rail Northern Branch Extension

Well, it’s June and we are government relations professionals, so we have to get back to work.  We will be back over the Summer reporting from a beach chair with an icy libation in hand and bring you up to speed on all of the June excitement that occurred in June in and around the Halls of Trenton!

Hoboken Strategy Group is a boutique New Jersey government relations and business development firm made up of public affairs professionals with years of experience handling legislative and regulatory challenges on the local, state and federal levels.  Kay Elizabeth LiCausi, President of Hoboken Strategy Group, serves on the Hoboken Chamber of Commerce.  Michael J. Comba serves as Vice President of Hoboken Strategy Group.  Special thanks to our Summer Intern, Alexis Bailey, on her contributions to this edition.  Alexis is a rising Sophomore at Rider University.  They can be reached online at and on Facebook at Hoboken Strategy Group.

Posted in Government Affairs, State Government, Uncategorized | Tagged , , , , , , , , , | Leave a comment

HarrisonRand Know-How: The 5 Types of Video You Should Be Thinking About Right Now

by Jason Rand, HarrisonRand

The first thing I did this morning was scroll through my Instagram feed, its like a shot of espresso and gives my brain a visual jolt to get it going. In my feed was a sponsored Kickstarter video for a product called “Gravity”, a weighted blanket that claims to provide a more restful sleep by activating pressure points throughout the body, it was nicely executed, well timed and engaging. When I clicked through to the landing page, the campaign had raised over $4.4 million. Welcome to the new marketing power of video.


What would you read about in Jason’s next post? Email your suggestions to

Online video content has skyrocketed, making up 80% of all Internet traffic in 2017. Video increases conversion and engagement rates more than any other content and is the #1 way to capture the attention of your market. Good video will keep your audiences happy and visitors to your site will stay longer all while giving your SEO (Search Engine Optimization) a big boost due to Google’s higher ranking of sites with deeper engagement. So whether you’re a small or large business, start-up or not-for-profit thinking about video, you’ll want to consider all the places your content will be, who your audience is and what you want them to learn and do after watching it.

#1 The Testimonial Video

Innovative businesses like Amazon and Yelp! have transformed testimonials into powerful marketing tools that build communities around products and experiences. Testimonial videos have that same ability to convert by delivering compelling and authentic messaging about your brand in a more dynamic way. Preparation is the key to a quality outcome so think about who you’ll be featuring in your video and why. Also important to consider are feelings and thoughts you want your audience to take away from watching. Draft a series of questions, some serious and maybe some fun, that really explore the who, what, where and why of your business’ unique selling proposition.

#2 The Storytelling Video:

This approach is similar to a testimonial, but is more focused on the sharing of a personal and transformative story, providing deeper insight into a brand experience and eliciting an emotional response from the audience. This type of approach is particularly effective in the healthcare and educational sectors which face tough competition and rely on patient or student outcomes to differentiate their organizations and provide proof of excellence. As in the testimonial video approach, making this strategy work best for your brand requires preparation and the selection of the right subjects to help tell your story.

#3 The “About Us” Video

I think it’s fair to say that reading bios and Linkedin profiles is not one of the more exciting online activities. The reality is, much of this writing starts to sound the same after awhile. So think about producing a unique video which allows your audience to “meet” your team in a different way. Short introductions, interesting, fun facts, a day at your business, all help your message to break through the noise and differentiate your brand personality by engaging with your audience in a warm, fun, new and different way.

#4 The Virtual Reality Video

VR (Virtual Reality) is fast becoming THE marketing industry buzzword for sectors like Real Estate where tenants and buyers are often only presented with computer generated renderings of lobbies, apartments and amenities while the property is being constructed. A VR video tour is next level marketing for companies who wish to immerse their audiences in a total brand experience anywhere they choose.

#5 The Facebook Live Video

One of the newest and hottest trends to hit the social video world is Facebook Live (and IG stories) and allows users to engage with brands and businesses in real time. The many benefits and applications of the “Live” sessions feature are still being explored online, but consider a live Q&A, tour, event or demo. Be sure to add an description of your content and invite engagement from your audience often. Experimenting with new and different approaches will keep your audiences coming back for more and help spread the word.

Simply put, we’re living in a dynamic age of change and video is leading the way as the king of content and dramatically reshaping the marketing landscape for businesses of every type and scale. Get into it and you’ll be richly rewarded.

Jason Rand is Creative Director of HarrisonRand, a third generation family owned business in Hudson County and Member of the Hudson County Chamber of Commerce. Please let Jason know how it goes and what you’d like to see in his next post: email him at

Posted in Marketing and Advertising Tips, Uncategorized | Tagged , , , , , , , , , , | Leave a comment