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Recruitment Campaign

Canisius College

Revitalizing the Canisuis brand with a recruitment campaign that emphasizes the amazing things a Canisius education does for students with a full suite of creative tactics.

Situation

Canisius College prides itself on being an affordable college where students can get one-on-one attention, as well as outstanding opportunities for service-learning and real-world experiences. Canisius develops its students through the Jesuit ideals of academic rigor, social justice, service to others and finding God’s purpose for one’s life, preparing them to be successful both personally and professionally.

With the 2016-2017 school year approaching, Canisius challenged The Martin Group to refresh their existing brand and create an undergraduate recruitment campaign that could more clearly and effectively emphasize their brand differentiators to potential students and their parents.

Solution

The new campaign was born out of research indicating that prospective students are particularly interested in hands-on, real-world learning they can apply to their future career. Guided by the inspirational primary message of “You Can,” we were able to emphasize the amazing things a Canisius education does for students while zeroing-in on the everyday moments and accomplishments that transform them and help them to discover who they truly are.

Our team hit the ground running with a full suite of creative tactics, including print, digital and social media executions (Twitter, Instagram and Facebook), as well as radio spots that played on Pandora. We also created a series of videos—appearing on social media and the Canisius website—that used student interviews to highlight important components of the Canisius educational experience.

Results

Thousands of people engaged with the campaign, leading to 1,228 clicks to the Canisius “You Can” landing page and the fall open house page. Between Oct. 15, 2016 and March 31, 2017, the number of clicks to the “You Can” landing page grew to nearly 13,000.