The College of New Jersey will be launching a new marketing campaign designed to support fundraising, increase out-of-state enrollment, and improve TCNJ’s reputation to advance revenue-generation initiatives, according to newly appointed VP of College Relations and Advancement, Dr. Matthew Golden.
Last spring, Cognitive Marketing, a Rochester, NY firm, was hired to build and help implement a messaging platform for this campaign. According to Golden, the College has paid $80,000 of the total $168,000 the Board of Trustees allocated for the firm. The following are Cognitive Marketing’s primary suggestions:
TCNJ readies exceptional students to take up the charge of improving the world.
TCNJ is a nationally renowned residential undergraduate college.
TCNJ provides an educational opportunity that takes full advantage of a state of the art campus at the heart of the most diverse socio-economic region in America.
TCNJ is a welcoming community of people who believe in one another and actively engage in caring for the world in which they live.
TCNJ will never shrink from its mission nor its mandate, whatever challenges and changes the future may require of public higher education.
Tomorrow at TCNJ
‘Market Positioning Statement’
The College of New Jersey is the best undergraduate institution in the nation for students of ability and determination who seek an education that is both vigorously intellectual and deeply connected to the world…
The College’s Division of Advancement held an open forum last Wednesday, November 3, in which Cognitive Marketing president Peter Holloran presented his firm’s findings and suggestions. At the forum, The Perspective’s request for the presentation to be shared online with the TCNJ community was rebuffed by Golden and Holloran, who both said that the presentation was not sufficient without the aid of Holloran’s oral explanation.
Furthermore, Golden told the Times of Trenton that Cognitive Marketing’s results are not final, but mere proposals for future advertisements. However, the College’s news page already broadcasts the first part of CM’s “Market Positioning Statement.”
So The Perspective wants to know: what do you think? Do Cognitive Marketing’s statements about and for the College accurately represent TCNJ? Does TCNJ need to be re-branded? Why or why not?
Please respond in the comment section below, or email //