Creative Review →↓ Download PPTXCreative Plan · v4

Campaign Creative Plan

730,000 residents.235 new acres.1 better park for all.

Most of Liberty State Park has sat locked behind a fence for decades. It's time to clean it and open it for all of Hudson County. Let's finally take down the fence and build a better park for all.

Read the plan

235

Acres fenced off

Years of waiting

Park, for everyone

Creative workstreams

Three core ideas

Community-driven. Rooted in everyday needs. Not politics.

Everything we make should reinforce these three ideas — championed by the Hudson County Executive, told in the voice of parents, kids, seniors, coaches, community leaders, environmental advocates, and neighbors.

More Park for More People

Every resident deserves a great park — regardless of age, zip code, or how they choose to use it.

Public Land Stays Public

235 acres of Liberty State Park belong to the people of New Jersey — not to private interests. Public land is a public right, and it stays that way.

Clean Up the Fenced Land

After 50 years behind a chain-link fence, it's time to remediate the land and open it up.

Our mission

Built to serve the community. Owned by the public.

A Better Park for All is a coalition of Jersey City, Hudson County, and statewide residents fighting to reclaim Liberty State Park's 235 fenced, polluted acres for the public. Public land is a public right.

We fight for a park where kids play on real fields, tracks, and multi-use courts; youth leagues have room to compete; seniors and neighbors gather year-round in community spaces; and the park's natural land welcomes birders, walkers, and anyone who needs a breath of fresh air.

A Better Park for All.

Creative asset overview

Six workstreams.

Landing Page

Digital home for all audiences to learn more and get involved.

Table-Setter Video

A :30 spot explaining the problem, the coalition, and the vision.

Validator Video Series

Short social videos featuring trusted community members.

Static Content

Strong, engaging graphics and copy for campaign and outreach.

Stakeholder & Coalition Materials

Toolkits to support the coalition and the cause.

Earned & Sponsored Media Support

Polling graphics, event signage, and creative support.

Team & ownership

Who's building what.

Campaign & creative

Moxie

Strategy and campaign management, table-setter and validator video, coalition website / landing page, static content, finalized materials and one-pagers, and polling. Stakeholder deck and coalition materials to be reviewed by the full team as overall outreach materials.

Legislative, Regulatory Lobbying

Lobbying Team (Nevins, Eric, Kevin and Mike)

Direct engagement with elected officials, staff, and civic leadership across the county.

Audiences

Two tracks. Two conversations.

Everything downstream — messaging, executions, media plan — flows from who we're actually trying to reach.

Hyper-engaged general public

Segmented from cross-tabs data (once the county poll is fielded), this will be a very engaged sliver of the electorate — the most active and influential with elected officials. (Further segmentation will be made by demographic with tailored messaging.)

Stakeholders

Elected officials, staff, and civic leadership. What they see everywhere they look shapes what they feel able to move on.

Why this matters now

Free, family-friendly recreation is an affordability issue.

Families across Hudson County are stretched by rising costs and property taxes. A clean, open, public park — the fields, courts, and gathering spaces the community actually needs — is one of the few things that gives families relief without asking them to pay for it. Fifty years is long enough. And it's the same park people already love — everything new is built on land that's been off-limits for 50 years.

01 · Coalition Website

A digital home for all audiences to learn more and get involved.

Sitemap

Seven pages, one coalition.

Home

The problem, the vision, the ask.

Our Mission

Coalition statement and what we're fighting for.

Community Voices

Quotes and videos from residents and validators.

Research & Polling

Data on public support and park use. Added later, once research is ready to promote.

News & Updates

Press, statements, and campaign milestones.

About Us

Coalition partners and organizational backing.

Get Involved

Example Layout — Home

i · The Problem

Most of Liberty State Park is still fenced off.

235 acres of Liberty State Park are fenced off from the community. But we can build a park that serves everyone: from pickleballers to birders, youth athletics to environmental preservation. Opening up Liberty State Park serves everyone.

CTA copy · "Join Hudson County residents who believe we deserve a Better Park for All"

Hero image / auto-play video

Kid(s) with a soccer ball standing on one side of a fence, looking through into the park. Recreated near the site. Doubles as the cover frame for the :30 table-setter, which auto-plays on load.

Alt headline: "Most of Liberty State Park is still fenced off."

ii · Our Mission

A Better Park for All.

Built to serve the community. Owned by the public.

We fight for a park where kids play on real fields, tracks, and multi-use courts, youth leagues have room to compete, seniors and neighbors gather year-round in community spaces, and the park's natural land welcomes birders, walkers, and anyone who needs a breath of fresh air.

Every resident deserves a great park, no matter their age, zip code, or how they choose to use it. Built to serve the community. Owned by the public. A Better Park for All.

iii · Community Voices

Quotes + videos.

Real Jersey City residents — parents, coaches, seniors, advocates — telling the story in their own words. Validator series clips embed here and across the site.

Quotes from

▸ Coach Bob Hurley

▸ Senior, 45-year resident

▸ Parent of three

▸ Environmental advocate

Videos from

▶ Coach Bob Hurley

▶ Senior, 45-year resident

▶ Parent of three children

▶ Environmental advocate

iv · Research & Polling

Added later

Data on public support and park use.

Toplines from the countywide poll, plus park-use data. Added at a later date, once there is research to promote.

Topline poll result

Crosstab / demo

Park-use stat

v · News & Updates

Press, statements, and campaign milestones.

A running feed of coalition news — press hits, official statements, and campaign moments as they happen.

PressCoalition launches with statewide backing

StatementA Better Park for All on the fenced 235

MilestoneSignatures crossed · endorsers added

vi · About Us

Coalition partners and organizational backing.

Who's behind A Better Park for All — the community groups, civic organizations, and leaders lending their name to this fight.

Partner logo

vii · Get Involved

Sign up, volunteer, share.

Reuses the lightweight sign-up above — name, email, ZIP — plus volunteer and share paths for supporters who want to do more.

Add your name to the coalition.

Volunteer

Canvass, table, and turn out neighbors.

Post the video, tag your reps, spread the word.

02–04 · Creative Elements

The pieces we'd build.

High-level introductions to each creative component. Scripts, storyboards, and the full static library are available on request.

Anchor spot

Table-Setter Video — :30

:30-second table-setter with a compelling review of the problem, the vision, and a call to take action.

02b

Interactive walkthrough

Digital Stakeholder Deck

We're building a digitally-hosted deck so stakeholders can understand the vision — motion-animated renderings of the remediated park, before/after comparisons, and the specific ask for each audience.

Short social

Validator Video Series

15-second clips from trusted community voices — factual, warm, in their own words. Built from prior coalition members and new validators (NAACP, seniors, bilingual voices, kids, Sen. Stack, CE Guy).

Cross-platform

Static Content

Headlines and copy built to travel — including a dedicated “Public land, kept public” set. One worked example: “Everyone deserves a better park.” Full library available on request.

Stakeholder & Coalition Materials

One-pager, FAQ, deck, and coalition support materials.

Earned & Sponsored Media

Polling graphics, event signage, and other creative support.

Always

Voice & Tone

“Us,” not “them.” Community-driven. Specific. Hopeful. Never alarmist.

02b · Digital Stakeholder Deck

An interactive walkthrough of the park journey.

A digitally-hosted deck for stakeholders — motion-animated park renderings and a clear before/after of the 235 fenced acres. Built in the same format as our Liberty State Park plan site.

Digital deck

Web-hosted

Walk stakeholders through the park, then and now.

Section

What it covers

The park today

Aerials and ground-level views of the 235 fenced acres — what stakeholders and residents actually see when they walk the perimeter.

How we got here

The short history of contamination, broken promises, and the DEP status of the interior — framed for a policy audience.

The vision

Motion-animated renderings of the remediated park — pickleball, youth athletics, birding, wetlands, and preserved open space — mapped onto the current fenced footprint.

Before / after

Side-by-side of the fenced center today vs. the opened park after remediation, so stakeholders can see the change in one frame.

Who it's for

The 730,000 Hudson County residents and 4.5M annual visitors who would gain access, with the specific communities closest to the fence called out.

The ask

What we need from each stakeholder audience — legislators, agencies, coalition partners — and the timing that follows Guy's kickoff.

02 · Table-Setter Video

Script options for the anchor spot

Option A

:30 · 78 words

For Five Decades, For Our Neighbors

The anchor script. A sweeping, community-wide frame — five decades of broken promises, a fence coming down, and a park built for everyone.

Voiceover

Visual

For five decades, over two hundred and thirty-five acres of Liberty State Park has sat contaminated and unusable for the public.

B-roll of the park looking contaminated, dilapidated, and gross.

For five decades, Hudson County has watched as promise after promise to finally clean up the park was broken.

B-roll of people walking past the fence and kids staring through it.

It's finally time for a Better Park for All —

The fence being pushed down.

for parents, kids, seniors, coaches, community leaders, environmental advocates, and for our neighbors.

Hero shots of a parent, their kids, seniors, a coach, a multiracial group, environmental activists, and then the entire group together.

Let's clean up the park, tear down the fence, and make a Better Park for All.

Logo lockup.

Option B

:30 · 77 words

Soccer on the Sidewalk

A kid-led script. A ten-year-old plays soccer on the sidewalk across from a fenced-off park — direct, disarming, and pointed at the adults who can fix it.

Voiceover

Visual

Young child (10): I live across the street from Liberty State Park, but I play soccer… here, on the sidewalk.

A group of kids playing soccer on the sidewalk across the street from the park. Fence in the background.

Most of the park has been fenced off for my whole life, and my parents' whole life.

Kid direct-to-camera.

They're really old.

Kid to offscreen.

One day I'll play soccer on a real field. Walk with my abuela in a big park.

Portraits of Jersey residents together: parents cheering on kids' soccer, teens watching a movie, adults cheers-ing glasses.

So listen up, adults: take down the fence, clean up the park, and open it for everyone in Hudson County.

Logo lockup.

What's a county?

Kid to offscreen.

Option C

:45 · 102 words

Coach Hurley

A validator-led anchor. Coach Bob Hurley connects championship basketball to the public courts and parks that made it possible — and makes the ask for the next generation.

Voiceover

Visual

Coach Bob Hurley: My best players grew up playing basketball on courts in public parks and public schools. I can't imagine winning a championship without that most basic resource.

Bob Hurley direct-to-camera, intercut with archival footage of his teams winning championships.

But for most of my life, Liberty State Park has left 235 acres polluted and unusable. Kids nearby don't have a court to play on.

B-roll of the park looking contaminated, dilapidated, and gross.

I believe in a better park for all — especially our kids. It's time to clean it up and make use of it — with something for everyone: pickleballers, birders, environmental preservation, and youth athletics.

B-roll of pickleballers playing, a group watching birds, advocates testing the soil of a preserved area of the park, and finally Coach Hurley watching a team of young kids play.

Let's clean up the park, tear down the fence, and make a Better Park for All.

Logo lockup.

03 · Validator Vignette Series

Script options for validator vignettes

Example scripts across trusted messenger types. Final talent and demo mix will be driven by data recommendations.

Coach Bob Hurley

:30 · 70 words

Script

Visual

What's the first part to a team's success? Having a space to play and practice. Good courts and fields aren't just important for athletes when they're competing, but for all kids when they're spending time off their iPads and outside together. And without good courts and fields, kids can never experience winning a championship. Let's tear down the fence, open Liberty State Park and make a Better Park For All.

Coach Hurley direct-to-camera. Cut to teenagers playing basketball on a court outside, then to college kids playing in a nice gym. Back to DTC.

Senior · 45-year resident

:30 · 79 words

Script

Visual

I've spent a lot of time in Liberty State Park. I used to run through it, but now I can just take walks. I always see the perimeter of the fence, wondering when I'll get to see the other side. When will I see more kids and families enjoying this land that belongs to all of us. I've waited long enough. It's time to tear down the fence, open Liberty State Park and make a Better Park For All.

Senior direct-to-camera. B-roll of them walking through the park for exercise. They stop at the fence. Back to DTC.

Latina parent of three

:30 · 75 words · bilingual version available

Script

Visual

With the rising costs of everything, Hudson County deserves a place where parents can bring their kids to play. For Free! A place for the entire community to come together. Not just an “affordable” option, a free one. Opening Liberty State Park up with more places for families can make life better for families near and far. It's time to tear down the fence, open Liberty State Park and make a Better Park For All.

Latina parent direct-to-camera. The parent watching their kids play with others on a jungle gym, running through a field, etc. Back to DTC. Can also be produced as a bilingual English/Spanish version for Spanish-language placements.

Environmental advocate

:30 · 83 words

Script

Visual

I've devoted my life to preserving the environment. We all should care about the air we breathe, the water we drink, and the world around us. Having a toxic site so close to home is damaging and dangerous. New Jersey needs to clean it up, preserve it, and turn it into something useful — for us, for the animals, for our air, and our water. It's time to tear down the fence, open Liberty State Park and make a Better Park For All.

Advocate direct-to-camera. Running a test on the ground soil, bird watching, b-roll of local animals. Back to DTC.

Richard Smith · President, NAACP New Jersey State Conference

:30

Script

Visual

A great public park shouldn't depend on your zip code or your income. For 50 years, 235 acres of Liberty State Park have sat fenced off and out of reach — and the families who live closest have waited the longest. Every resident of this city deserves a clean, open, welcoming park. That's what a better park for all really means.

Richard Smith direct-to-camera. B-roll of the fenced perimeter and nearby neighborhoods, families walking the edge of the park, then wide shots of the open, accessible portions in use. Back to DTC.

04 · Static Content

Static concepts — copy and visual direction.

Headline, subhead, and visual direction for each static.

Static 01

Copy concept

Tear down the fence. Open the park.

A Better Liberty State Park for All.

Visual direction

A kid holding a soccer ball stands looking through a chain-link fence into the park. Logo included.

Static 02

Copy concept

Most of the park… still fenced off.

A Better Park for All.

Visual direction

Bird's-eye view of the park with the 235 fenced-off acres blacked out — designed to show they're completely missing. Logo included.

Static 03

Copy concept

Liberty State Park isn't complete.

Join our campaign for A Better Park For All.

Visual direction

Bird's-eye view of the park with the 235 fenced-off acres blacked out — alternate treatment. Logo included.

Static 04

Copy concept

Something for everyone, all owned by the public.

A better Liberty State Park for all.

Visual direction

Static/GIF slider: side-by-side before/after of how the park will be updated and remediated. Slider variants for pickleball courts, birding, youth athletics, and environmental protection. Logo included.

07 · Timeline

Where we are, where we're going, and what has to happen first.

Phase 1 is the build — poll in field, coalition landing page, and creative development. Phase 2 is the 3-month, two-track paid media launch after Labor Day, gated by the poll's public release.

Phase 1 · BuildNow → Labor Day

Getting the campaign ready to launch.

Produce campaign ecosystem before public launch - four work streams running in parallel: digital landing page, creative production, field poll, and conducting outreach both for both stakeholders and elected rollout strategy.

Countywide poll

Where we are: Poll draft to be circulated today; final edits suggested by July 31 — fielding scheduled for August.
What has to happen: Finalize instrument, field the poll, deliver toplines + cross-tabs.
Why it gates launch: Cross-tabs segment the Track 2 audience and confirm message priorities. Public release gives the County Executive cover to go public.

Coalition landing page

Where we are: Approved and in build · prior invoice
What has to happen: Complete sitemap build, wire CRM sign-ups, load validator quotes and mission content.
Why it gates launch: Live and CRM-connected before any paid traffic — every ad drives here to sign, share, or learn more.

Creative development

Where we are: Moxie to share scripts for review and sign-off by July 31. Production in August.
What has to happen: Produce table-setter video, validator series, and static library. Confirm site access and drone permissions for the fence-line shoot.
Why it gates launch: All Phase 2 spend needs finished creative in market on day one — no launch without it.

Coalition & stakeholder outreach

Where we are: Now that renderings are complete, build out outreach materials.
What has to happen: Moxie and Connell Foley to update and refresh all materials for the varying outreach meetings required (stakeholder, elected, etc.).
Why it gates launch: Assist lobbying teams in their briefings and asks prior to launch. Assist the governing committee in refreshing previously supportive stakeholders and recruiting new allies.

Launch gate · Post-Labor Day

Phase 2 goes live when three conditions are met: (1) poll is public and cross-tabs are in hand, (2) the landing page and CRM are live and validated, and (3) the table-setter, validator series, and static library are approved and shipped to media. Endorsers announce on their own timing and trigger opportunistic activations throughout.

Phase 2 · Launch3 months · Two tracks

Orchestrate timing of Guy kick-off and campaign launch.

Armed with campaign infrastructure — from outreach materials to video, with message architecture prepared — we work with the lobbying team to identify the cadence of the Guy announcement and immediate campaign launch. Full paid-campaign review and discussion in August for sign-off before Labor Day, so we're ready to launch at go.

Track 1 · 12 weeks

Stakeholder audience program

Targets: Elected officials, staff, and civic leadership throughout the county. Custom audience hand-built by Moxie. Est. 5–10k size.

Table-setter ad (informed by polling)

For 50 years, 235 acres of Liberty State Park have sat fenced off and unremediated.
What if we finally cleaned it up?
We could have a clean, welcoming park — with the fields, courts, and gathering spaces our community actually needs.
Public land, kept public. A better park for all.

Strategic goal

Constant pressure, extremely high frequency to manufacture the feel of a big moment.

Tactics

Streaming TVStreaming AudioFacebookInstagramLinkedInOnline VideoDisplay

Track 2 · 12 weeks

Grassroots education & mobilization

Targets: Likely supporters based on polling and modeling data — excluding Solomon's strongest districts in Wards E and F, and excluding enviros.

Phase 1

Weeks 1–6

All registered Dems with an active voting history (2024 and 2025). Table-setter ad + CTA: "Sign your name; support our vision." Information capture for reactivation. Educate people about the need for action and our proposal; build a funnel and start capturing supporters.

Streaming TVStreaming AudioFacebookInstagramOnline VideoDisplaySearch

Phase 2

Weeks 7–12

Expand to a lookalike audience based on signatures to date. Drop Streaming TV, Streaming Audio, OLV, and Display. Optimize for conversions.

FacebookInstagramSearch

Throughout · Opportunistic timing

Endorser activations as supporters come online.

As endorsers announce, we run supporter-specific activations — static ads featuring each endorser, targeted to the districts where they already command overwhelming support.

Craig Guy: on announcement, run static ads featuring Guy's support in the 171 Hudson County districts where Guy received >80% support.
Brian Stack: on announcement, run the same play in SD33.
And so on for each additional endorser as they come online.

Phase 1 · Build (now)

What we need to build now.

Outreach materials — Moxie circulates landing page, updated stakeholder deck, and scripts for sign-off / group edits by July 31.
Countywide poll — Moxie circulates poll draft for sign-off by July 31; field in August.
Creative production — Moxie goes into production on the table-setter video, validator series, and static design in August. (Budget to be submitted to Stephanie July 17.)

Phase 2 · Launch (with the paid campaign)