A public liberal arts college tucked into the foothills near the northern edge of the state, Ramapo College of New Jersey (Ramapo) competes with better known publics in the central and south, as well as New York City institutions and private colleges across the metro region. They wanted to be known for who they were: interdisciplinary and inventive, serene and yet close to the bustle. Recruiting and advancement efforts needed a brand with velocity and direction.

Stamats undertook intensive qualitative and broad quantitative research to uncover authentic perceptions of Ramapo. We clarified a brand promise, brand attributes, and a brand message platform. Then Stamats articulated the brand’s emotional appeal through a recruiting tagline of “Pushing Boundaries” and a visual look that included a vibrant palette, boundary arrows, and graphical representation of forward motion. Recruitment materials and a capital campaign Further Our Promise. View the award-winning video and full case statement at: www.ramapo.edu/campaign.

The capital campaign exceeded prior goals by $20 million and the fundraising video won a Gold Admissions Advertising Award. The brand continues to drive enrollment in both undergraduate and graduate programs. “Stamats has helped us position ourselves in the marketplace, and they’ve really helped us really project our strengths.” Dr. Peter P. Mercer, President, Ramapo College of New Jersey.

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