Royal Roads "take you up" campaign launched

Christopher Lombardo

Royal Roads University’s latest recruitment campaign, “We’ll Take You Up”, was recently featured in strategy, the online magazine for Canada’s marketing community.  

Here is an excerpt:

Catherine Riggins, associate vice president, marketing and alumni relations, says the campaign is building overarching awareness by targeting working professionals who are looking to improve their education and training, and would be interested in its programs, most of which are a mix of online and on-campus classes that can be balanced with a work schedule.


Riggins says Royal Roads commissioned a segmentation study from research firm Insights West, and has built its campaign elements around four groups: “time-starved achievers,” “ambition chasers,” “life shapers” and “life starters.” Each of these, she says, has its own landing pages reflecting demographic profiles and needs, based on their different barriers and motivations for attending post-secondary institutions – but it’s the “time-starved achievers” that are the main target.

“We are dealing with time-starved people, who have financial concerns and are juggling families and hitting a crossroads,” she says.

This story first appeared in strategy.