New Jersey City University (NJCU) is a state university located in Jersey City, NJ, that serves a multi-cultural and largely non-traditional student base. It's primarily a commuter school.
An independent study to analyze the quality of NJCU's brand image found that the marketplace saw NJCU as “cheap.”
The challenge was to change the university’s image from “cheap” to “tremendous value” and to do it with measurable results.
My campaign – “Worth it” – drove record, double-digit increases in applications and enrollment.
These increases reversed a four-year trend for both the undergraduate and graduate schools. But Worth It did more than affect enrollment; it became the university’s rallying cry. It has adorned speeches by the university President, been printed on campus banners and accompanies every marketing message that is produced. It also boldly answered the media’s current question, “Is college worth the cost?” At NJCU, the answer is a resounding yes.
NJCU View Book
