If college were a race, doctoral students would be cross-country runners, relay teams would be group project presenters and sprinters could graduate a semester early.
Because the stars of track and field aren’t too dissimilar to SJC’s academic all-stars. Hours upon hours of training are required to build physical prowess and intellect alike. So, hopefully, by the time you find yourself hunched at the starting line, you’re prepped for the race ahead.
“Ready. Set. Joe’s,” kicking off this fall as the College’s new recruitment campaign, aims to inspire and ensure future students that attending St. Joseph’s will prepare them for the marathon of life ahead.
“What makes it such a great concept is that it’s one that only SJC can own,” said Eva LaMere, president of Austin & Williams, the SJC-partnered advertising agency who created the campaign. “It’s not just because of its creative execution, but because it leverages SJC’s impressive, forward-looking programs and accomplishments.”
This campaign will allow us to reach a new corner of the existing market and help introduce the College as a place where dreams are brought to life and students’ goals are achieved.”
–SJC President Donald R. Boomgaarden, Ph.D.
As SJC ushers in its second century of existence and welcomes a new president, more in-demand programs, campus improvements and student housing are just a few of the things on the horizon for the College. The campaign’s underlying message is a call-to-action for a new start. Something of which the College is clearly familiar.
“There are so many exciting things happening at St. Joseph’s College,” said SJC President Donald R. Boomgaarden, Ph.D. “This campaign will allow us to reach a new corner of the existing market and help introduce the College as a place where dreams are brought to life and students’ goals are achieved.”
The concept of Ready. Set. Joe’s began in late 2016. After a resurgence in enrollment at SJC, the College looked to meet the enthusiasm of its audience. By summer 2017, SJC and Austin & Williams were at work filming television ads under the new campaign.
“After an extensive search process that began in 2016, the College partnered with nationally-ranked higher education marketing giant Austin & Williams as its new agency of record,” said Jessica McAleer Decatur, SJC’s vice president for marketing and communications. “We engaged in months of market research and planning before selecting a bold and exciting brand campaign that resonates with both current and future SJC students … and we are excited to finally see it in action.”
With so many changes happening among its administration, the College’s reassessment of its marketing strategies looks to have a dynamic effect on prospective students.
“It’s a powerful rallying cry for prospects, students and graduates alike,” said Ms. LaMere. “It’s conveying both a sense of shared aspiration and camaraderie.”