Ad campaign goes national in pink, yellow and blue
Right now, somewhere across Canada, a potential student is about to learn something new about Concordia. The university’s latest advertising campaign, brightly-coloured promotional vignettes that pop out from a black background, can be seen in major cities from Vancouver to Halifax.
In Quebec, Concordia ads rolled out in Montreal’s métro system and trains as well as on buses in Sherbrooke, Quebec City, Levis, Hull and Gatineau.
The third year of the “Small Planet - Big Thinking” campaign focuses on the concrete accomplishments of students, faculty and staff. Ads trumpet Concordia excellence such as the Will to Intervene Project, from the Montreal Institute For Genocide and Human Rights Studies, (see Journal, Sept. 13, 2010).
Other highlights include the LED textile creations from Concordia’s Hexagram Institute, leadership in solar research from the Faculty of Engineering and Computer Science and the winning performance of John Molson School of Business students in portfolio management competitions.
Sami Antaki, Executive Director of University Communications Services, is proud of the campaign’s demonstrated impact to date.
“Our goal is to support all work accomplished by our faculty, staff and students. Our campaign is designed to enhance our reputation as an engaged university with exceptional teaching and research,” says Antaki.
“For instance, during the August 20 presentation to the Parliamentary Committee on Culture and Education in Quebec City, members of the National Assembly spoke knowledgeably about Concordia’s accomplishments,” Antaki adds. “This is partly due to the efforts we’ve made in getting our messages out. Our latest campaign allows us to highlight how expertise in our four faculties is continuing to help find solutions to the world’s problems.”
Undergraduate and graduate applications can also experience a rise after ad campaigns. “Colleagues at Toronto universities have mentioned seeing Concordia ads across that city’s transit system. Ads put our institution on the radar of the people outside Quebec,” says Trevor Cuddy, Director of Student Recruitment. Cuddy sees advertising as a terrific way of reaching out to prospective students and their parents and helps make Concordia foremost on their minds.
“A student from somewhere such as British Columbia has more than 90 institutions across Canada to choose from,” Cuddy says. “An ad campaign gives Concordia a profile that can help drive people here. Ads can get prospective students – or their parents who are equally important – to open their minds to see what we have to offer.”
Related links:
• Concordia Marketing Communications
• Report on the anniversary of the Will to Intervene Project
• Will to Intervene Project