How we turned a university perceived as "cheap" into one worth fighting for — and reversed four years of declining enrollment.
Four years of decline. A perception problem underneath.
New Jersey City University (NJCU) is a state university in Jersey City, NJ, offering more than 40 undergraduate and 25 graduate programs. One of the least expensive universities in the state, NJCU serves a multicultural, largely non-traditional student base. But four straight years of enrollment decline and a marketplace perception of "cheap" as opposed to "high value" had taken a toll on the institution and its faculty.
That determination deserved a brand that honored it.
NJCU's students were making extraordinary sacrifices to earn their degrees. That determination deserved a brand that honored it.
A phrase that worked on two levels.
Princeton Partners developed the Brand Platform "Rewarding Ambition" and brought it to life through the integrated campaign "Worth It" — reaching students where they actually spent their time.
Space for the creative.
Four years of decline, reversed in 90 days.
Graduate applications reversed a separate five-year slide. NJCU hosted the best-attended Open House in its history, and four years later celebrated its largest graduating class ever.
Official results transcript.
Ready to accelerate?
Tell us your goals. We'll craft the plan.