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
Ric Edelman College of Communication & Creative Arts
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.
Recommended Citation
Rose, Beth J., "How the New Jersey State Aquarium was promoted" (1995). Theses and Dissertations. 2277.
https://rdw.rowan.edu/etd/2277
