Recognizing that its post-secondary education model is still relatively unknown across parts of Canada, Royal Roads University is hoping to generate some buzz with a new all-digital recruitment campaign.
The Victoria-based university, which offers a mix of online and on-campus degrees, has replaced its traditional media campaign with an aggressive push across social and digital media. That included live virtual tours using Google Glass and the creation of custom LinkedIn profiles showing students their “future selves” after obtaining a Royal Roads education.
“We’ve struggled with communicating how different we are as a university. We do a lot of experiential education,” said Catherine Riggins, director of branding, marketing and recruitment at Royal Roads. “It’s hard to convey what we do in a print ad.”