New Jersey City University
Branding that reveals a university’s spirit and drives record applications.
New Jersey City University is a state university located in the heart of Jersey City, NJ, offering more than 40 undergraduate and 25 graduate programs. They are one of the least expensive universities in the state, and they serve a multi-cultural and largely non- traditional student base. NJCU is primarily a destination campus with very limited student housing.
New Jersey City University
Higher Education
INSIGHT
NJCU had conducted two independent studies to analyze the quality of their brand image and to uncover the strengths and weaknesses that they would need to understand in order to position themselves for success. The findings were disappointing. Faculty morale was low. Student enrollment was declining. Worst of all, the marketplace saw NJCU as “cheap.” They hired Princeton Partners to change this perception and drive lead generation.
SOLUTION
Princeton Partners’ “Worth It” campaign addressed these concerns head-on. It reinforced NJCU’s value propositions and gave the university a fresh, exciting look that resonated with students, faculty, and alumni. We coupled that with a year-long integrated media campaign that incorporated new media into the mix, including web content networks, radio sponsorships, local transit, and movie theatre advertising.
RESULTS
The results were astounding. In just 90 days, applications grew over 20% and full-time enrollment grew by 15%, reversing a four-year decline.
