Problem

Montclair State University has gained a reputation for being one of the top teacher’s universities in the area. However, it also offers a wide variety of other degrees and programs that are not in the teaching and education areas. The five schools and colleges (the College of Humanities and Social Sciences, the College of Science and Mathematics, the College of Education and Human Services, the College of the Arts, and the School of Business) offer over 250 majors, minors and concentrations. In order to compete with other colleges and universities, MSU had to communicate to the various targets that it not only offers degrees in education, but in a wide variety of areas.

 

Action

Insight|SGW conducted its proprietary Brand DNA research to develop a brand positioning and program for MSU. Results found that one of MSU’s key strengths has always been diversity. SGW wanted to solidify that message but also expand it beyond an ethnicity statement.We wanted to highlight that diversity at MSU also means an extremely diversified college experience. For example, MSU’s student population is very diverse, but so are its teaching staff, course and degree programs, and campus life. In short, everything MSU does adds up to a diverse list of options that speak to a number of its audiences.

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One key target is, of course, high school students, and college is a teen’s first chance to call the shots and be independent. We wanted to capture that independent spirit and fulfill the promise that students have more options when they choose Montclair State. We wanted to elevate MSU’s position in the minds and hearts of all of its target audience—college-bound students, current students, grad students, donors, parents and alumni. The research also indicated the strength of being able to make an emotional connection with the targets by communicating the possibilities that can happen when touched by Montclair State. The result was the "Imagine" campaign, which provided consistent messaging for the schools and colleges as well as for the Foundation and alumni.

 

Results

MSU has experienced a dramatic increase in open house attendance since the campaign was launched.