This is Learning Campaign
A multi-year student recruitment campaign for Confederation College
Advertising, Brand Identity, Graphic Design, Publication
“I want a memorable and unexpected college experience.” This was one of the strategic pathways we identified while surveying potential future students of Confederation College. Gathering insight from prospective students was an important step in the preparation for Confederation College’s new annual recruitment campaign.
With this simple, but powerful statement as our guiding principle, we set out to develop an integrated marketing campaign that would cut through the noise and showcase the authentic Confederation College experience.
In 2019, Generator began crafting the creative strategy for the campaign. However, due to the unforeseen challenges posed by the pandemic, the process was extended. Nevertheless, in the fall of 2021, the ‘This is Learning’ campaign was successfully launched. Designed to span 3 to 5 years, with annual content updates to keep it fresh, ‘This is Learning’ was a collaborative effort involving market research with students, creative testing, and close collaboration with the College’s marketing and senior leadership teams.
“I want a memorable and unexpected college experience.” This was one of the strategic pathways we identified while surveying potential future students of Confederation College.
New photography was a key element in capturing the excitement of the campaign. We are continuing to grow the library over the next few years as the campaign continues. The images are playful and engaging, showing elements from either a program or campus life. The focus is a student’s view of what excites them about learning.
The campaign includes many elements that a student sees from day one of their education path, including a domestic or International Viewbook, with Program Guide, through to Offer of Admissions.
Paired with experiential content, crafted with real students, real instructors, inside of real labs and classrooms, ‘This is Learning’ challenges the audience to change their perspective on what post-secondary education looks and feels like.
The visual direction of the campaign not only captured the College’s modern amenities and course offerings but also marked an evolution of their brand.
The campaign rollout encompassed a wide range of touchpoints throughout a student’s educational journey, from the domestic and International Viewbook, Program Guide, through to Offer of Admissions.
The campaign’s reach extended across local and regional platforms, including outdoor advertisements, transit displays, publications, radio spots, TV commercials, web and print ads, social media content, and a large-scale tradeshow display that the recruitment team has been dreaming up for years.
Further local and regional reaches included outdoor, transit, radio, web and print ads, and social media – all which include a variety of imagery exemplifying the diverse cross section of students and programs at Confederation College.
During the research phase, both domestic and international students highlighted that the learning experience at Confederation College was unlike any other. Our concept tapped into this sentiment, speaking directly to those seeking to enrich their lives through new and unexpected endeavours.
Whether you’re getting your hands dirty learning a new trade, forming lasting relationships, or experiencing the natural beauty of Thunder Bay, you will find that education just feels different at Confederation College. This is What Learning Looks Like at Confederation College.
