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Say Hello to Your Future at St. Lawrence College

2013-09-30
St. Lawrence College has just launched a fresh, new recruitment marketing campaign 

In an increasingly competitive post-secondary market, it is vital to refresh our marketing campaigns to ensure we remain relevant, according to Kelly Wiley, Marketing and Communications Director at St. Lawrence College. “This refresh will be used to recruit students for full-time programs in fall and winter of 2014,” Wiley said. “The new campaign keeps our core target market in mind, with a modern, fresh, and energetic campaign.  It focuses on how the College will benefit prospective students, and illustrates that SLC is the best choice for providing a rewarding education that prepares our students for the careers of their dreams.”

The key messages featured in the campaign were developed through extensive research with current and prospective students. “Our students told us what made St. Lawrence College unique, and prospective students helped us understand what was important to them in choosing a school,” said Wiley. The research showed that the benefits of a world-class education, the advantages of small-city living, and personal attention from industry professionals, are important to our students’ success and experience at SLC. 

“Within the creative we have used tweets from our students and staff. User-generated content was important to incorporate as it allowed us to not just use marketing messages, but elements our core audience actually said about the College,” Wiley said. This content was gathered during a Twitter and Facebook contest this past spring. More of these authentic messages can be found at #MySLC on Twitter. The campaign illustrates that at St. Lawrence College, you won’t be lost in the crowd—you’ll be an integral part of an energetic, close-knit community that is dedicated to learning and is focused on helping students achieve their goals.

The new campaign features photography of St. Lawrence College students from a variety of programs. Using SLC students lends authenticity to the campaign, and they are proud to represent the College to future students. In addition to energetic students and key messages that reinforce the benefits of St. Lawrence, intense and vibrant colours complete the creative. Every aspect of the creative was designed to reinforce our commitment to help students achieve their desire for a rewarding job and the life they dream of.

The campaign has been launched on all of SLC’s marketing platforms and communications channels. This includes: social media; radio; television; outdoor; digital; and print. The recruiting team also has new promotional materials and displays to reach and connect with prospective students during the year. The main print publication for full-time programs is the Viewbook, released in September, to support the overall launch. The Viewbook features the campaign, highlights the many elements of the College, as well as giving readers a brief list and description of our 85+ full-time programs. We have added augmented reality, using the new Layar application within the Viewbook. This app allowed the embedding of SLC videos, which brings static print materials alive for readers using their smartphones.  

The College continues to see strong enrolment and looks forward to attracting even more students with the help of this new creative and interactive marketing campaign. “According to the April 2013 Key Performance Indicators, the College is #1 in the province for Graduate Employment. We want to ensure we attract even more students in the coming years so they can say “hello” to the future too,” said Glenn Vollebregt, President and CEO, St. Lawrence College.

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About St. Lawrence College

With three friendly campuses in Brockville, Cornwall, and Kingston, St. Lawrence College is an integral part of the economic vibrancy of Eastern Ontario. St. Lawrence College is a close-knit community of 6,700 full-time students from Canada and from more than 40 countries worldwide, with more than 70,000 alumni. As part of ongoing sustainability initiatives, the College recently completed the installation of more than 1,600 solar modules on the roofs of our Kingston and Brockville campuses, the largest solar roof-top installation of any post-secondary institution in Canada. In addition to this investment in our campus infrastructure we have recently completed a multi-million dollar revitalization of our Cornwall campus. The college has many exciting Applied Research projects in progress, as well, our Corporate Learning and Performance Improvement group has helped more than 200 organizations grow and prosper. Hundreds enroll in our part-time and distance education courses each year. We work with thousands of clients annually at our Employment Service locations in Kingston, Sharbot Lake, Sydenham, and Ottawa.

 

For more information:

Laura Tulchinsky
St. Lawrence College
613-544-5400, ext. 1291
cell: 613-329-2451
ltulchinsky@sl.on.ca