Rutgers–Camden

International University

Background

It was a common conception: in the western United States, Rutgers was the Berkeley of the East, but in the East, Rutgers wasn't being perceived with the same level of prestige or stature and was losing ground to schools more well-known for their prominence in sports than their academic record. While this was a branding problem for Rutgers in general, Rutgers-Camden and it's various graduate schools faced this problem along with the unique challenge of being a secondary campus in an area populated by other great small schools. In addition, the urban setting of the campus had become a sticking point for many prospective students, and the general consensus that Rutgers-Camden was not Rutgers did significant harm to a school in a highly competitive landscape.

Approach

To change the perception of Rutgers-Camden, we needed to present Rutgers-Camden for what it really was - a beautiful, green-laden campus in the thriving Camden Waterfront area with award-winning faculty and the prestige of one of the oldest institutions in the U.S., all at a significant value to other area options. Working with the brand promise of Prestige, Opportunity, Value, Rutgers–Camden's advertising, newsletters, and collateral have become greener, vibrant, and exciting, mirroring the experience of setting foot on the Rutgers–Camden campus.