Date Approved

1-17-1995

Embargo Period

9-12-2016

Document Type

Thesis

Degree Name

M.A. in Public Relations

Department

Public Relations & Advertising

College

College of Communication & Creative Arts

First Advisor

Shapiro, Steve

Subject(s)

New Jersey State Aquarium; Aquariums--New Jersey

Disciplines

Public Relations and Advertising

Abstract

This study determines how public relations was used to promote the New Jersey State Aquarium to persuade a skeptical public to overcome their hesitancy to come to Camden to visit the facility.

During its first year of operation, the New Jersey State Aquarium attracted more than one (1) million visitors, surpassing its projected goal.

The public relations plan was analyzed in nine different categories. The strategies included marketing, public relations, creativity, media, promotional membership, pricing, facility rental and group sales. The public relations campaign strategies included magazines, billboards, radio, television and a pre-opening press preview. The target market for each of these sub-strategies was identified. The Aquarium Public Relations Department was responsible for carrying out all nine of the above strategy elements.

Conclusions also reveal how the use of public relations contributed to the overall success of the Aquarium during its first year of operation.

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