Communication + Engagement Lab Playbook
This Playbook is produced by the New Jersey State Office of Innovation’s to help government resources better connect their audiences and constituents to their programs.
The playbook was created by New Jersey’s Communication + Engagement Lab to help state teams adopt a resident-centered marketing process.
It outlines how to begin with discovery—grounded in desk research and user insights—to develop strategic messaging, build and validate tactics, and move through planning and pre‑launch preparation with a pre-flight checklist before deploying live campaigns.
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