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October 3, 2022
Dear William Paterson Faculty and Staff,
As I’ve discussed at last month’s State of the University address and elsewhere, the William Paterson community has done a lot of good branding and identity work over the past year, which will help us articulate our unique value proposition to prospective students and families. One of the key ways in which we will put our plans into action is through the development of a new integrated marketing campaign with an emphasis on advertising to engage prospective students and influencers with a strong University identity and image. To assist us in this work, we have chosen as our new marketing agency the well-regarded firm Ologie of Columbus, Ohio, following a national Request for Proposal process. Ologie specializes in higher education and has gotten strong results for its impressive roster of clients.
Ologie will build out and implement our new branding and identity elements in phases based on our student success resources and know-how while retaining Will. Power. as a key element of our communications strategy and marketing materials. To bolster this effort, we have decided to use strategic initiative funding to increase our marketing agency budget in support of advertising. In an increasingly competitive environment, it is clear that we are being outspent by our competitors on advertising visibility. We have a great story to tell, and this increased strategic funding will allow more prospective students and families to hear it by expanding our visibility and impact in the market. Additional integrated marketing projects will continue to be handled by our Marketing and Public Relations Department, working closely with Ologie and our Admissions offices. We are confident that Ologie is the right choice, and that this is a sound investment that will support our enrollment and retention goals.
A reminder that the Enrollment and Budget Forum will be held this Thursday, October 6, from 12:30-1:45 p.m. in the Library Auditorium. The event will not be livestreamed, so I encourage you to attend in person to hear updates and ask questions on the University’s overall enrollment and finances. The forum slide presentation will be available online afterward.
October 6 is also the First Thursday of the month, so please join me and your colleagues upstairs in Hobart Manor for some light refreshments and socializing from 4:00-5:30 p.m.
Looking ahead to next week, Thursday and Friday, October 13-14 are Wellness Days, when the University will be open, but no classes will be held. Instead, we are encouraging William Paterson students, as well as faculty and staff, to take advantage of a series of events focused on our individual and collective physical and emotional wellbeing. Please check your email, as well as WPConnect and Pioneer Life for more details.
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