Best of CASE District VIII Award
 

Institution: Capilano University

Title of entry: Bring It. Recruitment campaign

About this entry: The “Bring It” campaign is a full-funnel multi-channel marketing campaign focused on two key objectives: increasing brand awareness for the University and supporting student recruitment by driving applications. Launching in October 2022, the domestic campaign targeted prospective students across BC. An international version of the campaign launched in November 2022 reaching students in Brazil, Philippines and Vietnam.

This campaign was informed by research findings and celebrated the distinct voices of CapU students. It positioned the University as a place of connection, support and acceptance that embraces students for who they are and empowers them to achieve their potential.

Building on successes from past campaigns, the campaign and associated tactics followed three distinct phases of awareness, consideration and action. With a strong digital focus, we developed a 30-second brand video, two 15-second videos for social media, digital ads for Facebook, Instagram, TikTok, programmatic, Google Display and Google Search, audio ads for Spotify, as well as a dedicated landing page at join.capilanou.ca. Rounding out the campaign was a series of out-of-home placements focused on high-traffic areas and mall stops where our audience shops and works.