How we helped New Jersey deliver the largest property tax relief program in state history — driving awareness and applications across a massive, diverse eligible population before the fast-approaching filing deadline.
Every eligible New Jerseyan left behind meant money left on the table.
In late 2022, the New Jersey Department of the Treasury launched ANCHOR, the state's most ambitious property tax relief initiative ever, replacing the long-running Homestead Benefit Program. The challenge: drive awareness and applications across a massive, diverse eligible population of homeowners and renters alike before the fast-approaching filing deadline.
The known file only told part of the story.
By partnering with a data provider to model and append look-alike households, Princeton Partners expanded the addressable audience — unlocking communities that traditional outreach had historically missed.
Meeting New Jerseyans where they lived, worked, and commuted.
The plan combined broadcast and local cable, out-of-home and mobile media trucks in high-density corridors, targeted social, and a dedicated investment in BIPOC media to reach underserved communities.
Space for the creative.
Conversion, by audience precision.
Overall conversion hit 20%, climbing sharply the more precisely the audience was defined — a performance benchmark that reset expectations for public-sector outreach in New Jersey.
The largest relief program in state history.
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