New Jersey President’s Council (NJPC): Be More

Narrative Media was hired by the New Jersey President’s Council (NJPC), a group of NJ college and university presidents, to help create messaging targeting New Jersey resident students with the aim of keeping them in-state and choosing to pursue their education in NJ.

What made this job unique was that we partnered with strategic marketing firm Message & Media and market research firm, Bully Pulpit Interactive, in order to create, test, and discover the most effective messaging for the chosen audience.

We wrote a couple of scripts and developed a few unpolished spots, which were then tested among college-age rising students and their parents for the purpose of obtaining feedback. The participants shared their likes and dislikes about the content and, subsequently, focus groups were formed to further determine the effectiveness of each spot.

Take a peek at each of the 3 spots we tested below:

The findings revealed that the “Be More” spot was hands-down the most effective. Respondents shared that they felt this content was more positive, more objective, more authentic, and that students gravitated toward this content in particular, partly because it focused more on what NJ specifically has to offer.

You can view the final, polished version of the Be More campaign below.

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