Distance – Algoma University

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Title

Distance

Advertiser:

Algoma University

Year:

2010

Source:

University Affairs, SooToday.com

Product Category:

Education

OOH Format:

Indoor, Outdoor

Country:

Canada

Objective:

  • Increase applications from Grade12 students
  • Entice prospects to visit Algoma University’s website
  • Improve Algoma University’s first choice ranking as measured by submissions through OUAC

Target Group:

High-school seniors, post-secondary education students.

Strategy and Media Used:

With competitors fighting for the expected ground of success, employability and self-discovery, Algoma focused on the desire for independence and relief from parental badgering. The campaign ran in the fall of 2009 and again in 2010. It matched images such as a Mohawk hairdo with the words: “Put 681 km between you and ‘Not while you live under my roof!’” The tagline, “Plan your escape,” directed students to the Algoma U website. Media used included OOH, transit, radio, and online advertising, as well as a redesigned website and view book that went beyond the distance messaging to educate students (and their parents) of the institution’s academic credentials.

Results:

  • The university saw a 133% increase in student applications and a 58% increase in the number of first-choice applicants.
  • The campaign drove an 81% increase in unique visitors to the university’s website.
  • The campaign earned a CASSIE award for advertising proven to have delivered results.