When NJCU hired us, faculty morale was low. Student enrollment had declined four years in a row. And the marketplace saw NJCU as “cheap” rather than the excellent value it was.
After meeting with school administrators, faculty, and students, and assessing the university’s brand research, we recognized that NJCU delivered a quality education to students who were often the first to attend college in their families. Many were commuter students. Many also had full-time jobs.
We created a brand platform that recognized the often extraordinary efforts these students were making to further their educations: “Worth It”.
This statement was both a platform and a promise. Students would know that an NJCU education was worth the effort. And the university would always promise to make the experience worth their while.
The results were astounding. NJCU enjoyed the best-attended Open House in its history. Full-time enrollment grew by 15%, reversing a four-year decline. Graduate applications reversed a five-year decline. Four years later, NJCU saw the largest graduating class in its history.
Most importantly, this campaign marked the beginning of a transformation that would see NJCU perceived as the quality institution it has always been.