Staking Our Claim as a “Powerhouse of Personal Progress” in New Jersey

William Paterson University recently launched a new integrated marketing campaign that positions the University as a powerhouse for students, our community, and our state. The new campaign was created in partnership with higher education marketing and branding agency Ologie, based in Columbus, Ohio.

“This exciting new work is already resonating with prospective students and families because it authentically communicates our well-earned reputation for student support and success,” says President Richard Helldobler. As we continue to roll out the campaign, I am excited for more people to learn about Student Success Teams, Will. Power, 101, and other distinctive elements of the William Paterson experience, which prepares students to earn a life-changing college degree, launch successful careers, and strengthen their communities and New Jersey. William Paterson does, indeed, ‘power the people who will power our state.’”   

The Powerhouse concept builds on the University’s longstanding and successful “Will. Power.” theme, which highlights the grit of WP students as they complete their degrees and focus on their careers. The new campaign promotes the University’s distinctive resources and services, including its signature Student Success Team program that provides each student with individualized guidance throughout their college journey.

Featuring images of current students and recent WP alumni, the Powerhouse ads are prominently displayed throughout the fall on New Jersey highway billboards, including Route 80, the New Jersey Turnpike, and Route 78, among others, as well as on NJ Transit bus wraps and ads on the Bergen-Hudson Light Rail and PATH trains into New York City.

The campaign also includes a full range of digital advertising, including video on YouTube and streaming television, digital display, social media, and streaming audio ads, reaching prospective students where they are on mobile phones and digital devices in their homes. Spanish language versions of the digital ads are also in market.

  11/03/23