New campaign demonstrates connections for life
Good grades can only take us so far in life. Often, it’s the people we meet along the way who have the most profound effect on our careers. That’s the insight behind Royal Roads University’s latest marketing and recruitment campaign, which highlights real alumni and the power of student connections.
“At Royal Roads, we’re very proud of the fact that our students graduate not only book smart, but also relationship-rich,” says Catherine Riggins, associate vice-president, marketing and alumni relations. “What better way for us to showcase our defining difference, than with alumni sharing their stories.”
In order to show how an education at Royal Roads extends beyond the classroom, the creative campaign employs typical symbols of education such as textbooks and convocation speeches in digital and print assets to emphasize the importance of personal connections. The campaign includes a number of public and digital placements in locations across the country including transit and airport media. The university is also one of the first educational institutions in Western Canada to use Spotify video in a marketing campaign to reach their digital-savvy audience.
The overall creative campaign and media plan was spearheaded by Cossette Vancouver. The agency also produced an interactive, classroom-themed activation at Burrard Station in Vancouver. On November 4, a large classroom whiteboard was placed in the busy transit hub, filled with notes, charts, bullets and diagrams. People passing by were able to interact with the billboard and erase some of the whiteboard content, revealing a previously hidden alumni story in permanent ink.
“We wanted to cut to the heart of what’s really important to people when choosing an educational institution,” says Michael Milardo, executive creative director at Cossette. “It’s not just the educational offering but the relationships we make while learning together.”
All activity links back to an informative microsite where potential students can make a meaningful connection of their own and contact potential Royal Roads alumni mentors or request more information. The campaign will run until the end of the November.