Right from the start, LJS Communications provided the strategic expertise to positively position this Business Improvement District in Hackensack, NJ. In an initial brainstorming session, LJS guided the client to reconsider the organization’s name: the Hackensack Business Alliance since it lacked the pizzazz needed to energize the fading business district. Since the district was situated in the northern end of Main Street, LJS suggested “The Upper Main Alliance,” and a new name was born.