Recruitment Campaign & Brand Reposition
Problem:
Despite its strengths, King’s University struggled with low awareness outside its core markets, with only 3% of potential university students considering it for post-secondary education. Meanwhile, undergraduate enrolment at King’s had also declined by an average of 3% annually since 2020/21. Typical recruitment messaging campaigns were failing to move the needle. Kings University needed to rise above the sea of sameness in the post-secondary category with a brand repositioning that spoke to both the audience's insights as well as highlighting it's own authentic greatness.
Problem:
Despite its strengths, King’s University struggled with low awareness outside its core markets, with only 3% of potential university students considering it for post-secondary education. Meanwhile, undergraduate enrolment at King’s had also declined by an average of 3% annually since 2020/21. Typical recruitment messaging campaigns were failing to move the needle. Kings University needed to rise above the sea of sameness in the post-secondary category with a brand repositioning that spoke to both the audience's insights as well as highlighting it's own authentic greatness.
Insight:
New university students are stepping into a world of uncertainty, balancing the excitement of newfound independence with the overwhelming sense of responsibility and doubt about their future.
New university students are stepping into a world of uncertainty, balancing the excitement of newfound independence with the overwhelming sense of responsibility and doubt about their future.
Each decision feels weighty, and each step forward explores uncharted territory. They long for a sense of belonging and guidance, where their anxieties are understood, and their potential is nurtured.
They find reassurance within a university that will see them, hear them amidst the uncertainty, and genuinely care about their journey.
Idea:
At King’s, being small is our strength. The intimate atmosphere of our classes, the close relationships within our community, and the personalized attention we provide all magnify the impact of our educational experience.
Idea:
At King’s, being small is our strength. The intimate atmosphere of our classes, the close relationships within our community, and the personalized attention we provide all magnify the impact of our educational experience.
These elements not only foster a unique learning environment but also ensure that each student's journey is distinctly personal and profoundly impactful.
What makes us small makes our student experience big.
Results:
This campaign is currently in-market.
Role: Creative Director
Results:
This campaign is currently in-market.
Role: Creative Director
