New Jersey City University is an accredited university located in the heart of Jersey City, New Jersey. The university’s initiatives yield a profound economic, cultural, and social impact that extends far beyond the boundaries of our campus. NJCU prides itself on not only being an institution of higher learning, but an institution dedicated to a higher purpose— the betterment of their students, their city, their communities, the state of NJ, and the world beyond.
The university is a dramatic agent of change for students and communities across the state, as their mission is to provide a diverse population with an excellent education, fortified with a commitment to improving the educational, intellectual, cultural, socioeconomic, and physical environment of the surrounding region and beyond.
Splendor was approached to create an engaging creative campaign that would help tell this game-changing university’s story.
During this branding exercise, Splendor created the idea of the university acting as an “Agent of Change,” and then defined, articulated and fleshed out this game-changing concept through the development of an all-new strategic position including the brand vision, brand differentiation, brand promise, and brand personality, plus a new executive summary and elevator pitch.
Once the internal brand strategy was defined, Splendor executed campaigns that implemented these concepts in across various out-of-home environments. Our creative development included billboards, bus shelters, and transit posters for the initial launch.
The campaign was launched for public consumption in Summer 2019, with a series of OOH placements running in Jersey City and across the state.
The deficit revolving around marketing and advertising is important to note in the Higher Ed industry. Colleges can further their net to new students and talent with marketing and advertising, backed by strategic branding, design, and creative. The result of this can impact overall awareness, interest, and excitement for a college internally and externally.
Located in Red Bank, New Jersey, Splendor is a full-service advertising agency founded in 1999 that works with a wide variety of clients in various categories, Higher Ed being one of them. Aside from NJCU, Splendor also works with Brookdale Community College.