Marketing and Branding Plan - Rutgers School of Social Work New Jersey CSI - Diversity Marketing & Communications

The Challenge
The School of Social Work was designated by the state of New Jersey to develop the New Jersey Child Support Institute (NJCSI) as a training center for new hires and as a support and education center for the thousands of workers within the state’s child support services fields.

The $13 million Institute provided uniform training procedures and practices for new workers, and a standardization of procedures and policies for veteran workers in child support services from Superior Court judges to sheriff’s officers to intake and social workers.

The Institute had a captive audience in the new employees but had to find a way to invest long term staffers in the training process and convince them that it was in their professional best interest to attend the seminars and workshops offered at the Institute.

Diversity was hired before the Institute opened to create an internal marketing plan and communications strategy for the Institute.

The Results
Diversity’s multi-pronged approach generated great excitement throughout the child support system, Rutgers and the state; attendance at the initial workshops exceeded expectations and additional faculty had to be hired to meet the demands of child support workers enrolling in the programs.

The marketing plan and communications strategy continues to be used by the program and the state.

Working Budget: $180,000

Marketing and Branding Plan - Rutgers School of Social Work New Jersey CSI - Diversity Marketing & Communications