NEW BRUNSWICK, NJ: Rutgers University has hired Lipman Hearne for its first-ever image campaign.The school expects to spend about $500,000 during the initial phase of the initiative, but anticipates it ultimately will be a multi-year, multimillion-dollar effort.
"As the quest for state funding becomes more challenging ... all universities start thinking about how well they are stating their case," said Kim Manning-Lewis, VP for university relations.
In addition to reaching New Jersey's political and business leaders, the campaign will also target alumni, as well as current and prospective students, faculty, and parents.
Lipman Hearne will develop a "visual identity" for the school, as well as create key messages and advertising materials.
"They understand that they have a lot of work to do to create a strong, unified, consistent approach," said Rodney Ferguson, MD and principal of Lipman Hearne. "It's a very competitive environment for colleges and universities. It's incumbent upon them to communicate their value proposition."