Rutgers' Value Proposition

In 2018-2019, Rutgers University Foundation led a university-wide effort to create the institution’s first data-driven, unified messaging framework. The result was core value proposition statements and supporting pillars for each of Rutgers’ four divisions and the university writ large. Each core value proposition statement articulated the who, what, how, and why of the division. Several of the “why” statements I wrote proved powerful taglines and have anchored much of our work in the years since. The themes we surfaced during the process have given shape to our content marketing. In co-leading this effort through a yearlong process of discovery, quantitative and qualitative research, and content development , I learned valuable lessons in relationship-building and coordinating efforts across a large, matrixed institution. The results: record engagement with Rutgers University Foundation web, email, and social media marketing.