Stockton University broke ground on a new campus in Atlantic City in April 2017. The primary goals were to assure that all 533 beds of the new residential building were filled and that enrollment goals were met. The secondary goals were to establish Stockton University as a vital part of the redevelopment and reimagining of Atlantic City. The State of New Jersey had designated Stockton University as an “Anchor Institution.” Thus, Stockton had to convince students they could benefit from beachfront living and learning at New Jersey’s only college or university just steps from the beach and boardwalk.
From the Judges
The judges agreed that the campaign itself was fantastic, showcasing beachfront living in a unique and colorful way. However, it was the institution's effective use of a wide variety of multimedia channels that really brought this campaign to life, and ensured it reached the target audience in ways that ensured the campaign resonated. The judges were also very impressed that much of the campaign was done in-house, and were impressed by the organization's ability to use the resources available to them.
