Click the image above to watch the new recruitment campaign video
The new Saint Mary's undergraduate student recruitment ad campaign went live this week with a bold new look that aims to grab the attention of Gen Z students.
As part of the university's updated recruitment strategy, the External Affairs and Recruitment teams partnered with creative agency STC to develop an ambitious campaign to attract prospective students in Nova Scotia and key Canadian markets.
The promotion is mainly digital and highly focused on reaching high school students and their parents or other influencers. The ads drive traffic to the newly updated Future Students webpage for more information.
"This campaign is decidedly different, with a fresh look to cut through the noise and clutter of the digital space where our target audience spends so much time," says Lauren Cullen, Acting Director, Domestic and International Recruitment and Marketing. "It presents Saint Mary’s as a supportive environment that recognizes the potential in each of our students and celebrates their uniqueness, and also highlights our distinctive campus experience, our place in the city and our programs."
The ads' visual treatment puts a fun, distinctive twist on Saint Mary's brand framework to help it stand out in a competitive landscape and appeal to 16 to 18-year-olds. The treatment is temporary and campaign-specific and doesn't replace Saint Mary's institutional brand.
Faculty and staff may have seen a production crew shooting scenes on campus in late June. They were capturing footage of actual Saint Mary's students, each with their own unique pathways that are highlighted in the ads.
"We were thrilled to showcase some of our star students, Cameron Brown (Science), Jayrell Diggs (BComm), Theressa Jabbour (Arts), Kara Maclean (Arts), Lucy Pothier-Bogoslowski (Science) and Adrianna Timmons (BComm)," says Nadine LaRoche, Director, Integrated Communications. "We owe a huge thanks to them and to the many kind faculty and staff who helped in a multitude of ways to help with this important recruitment effort.”
The advertising campaign will continue throughout the Fall term. Look for bus shelter ads in the Halifax area this September and camera crews on campus to capture our students in action again!
