Campaigns

Zone Learning promotion

Seeking means to engage the current student population, Ryerson's Office of Zone Learning was trying to clarify it's offering and benefits as a co-curriculum experience. We revised our key messages to focus on our campus touch-points and to clarify how students could engage with the office - as entrepreneurs or as contributors to startups and projects. Supporting this messaging was a range of success stories, both written and video, that was promoted year-round.

This campaign concluded with the office's first-ever career fair, in collaboration with multiple university departments and all 10 on-campus incubators, resulting in 30+ jobs for students.

Screen Shot 2019-03-23 at 9.03.47 PM.png

Screen Shot 2019-03-23 at 9.04.10 PM.png

Screen Shot 2019-03-23 at 9.04.32 PM.png

Screen Shot 2019-03-23 at 9.04.55 PM.png

Screen Shot 2019-03-23 at 9.05.19 PM.png

Screen Shot 2019-03-23 at 9.05.47 PM.png

Screen Shot 2019-03-23 at 9.06.08 PM.png

Screen Shot 2019-03-23 at 9.06.31 PM.png

Screen Shot 2019-03-23 at 9.06.56 PM.png

Screen Shot 2019-03-23 at 9.07.17 PM.png

Screen Shot 2019-03-23 at 9.07.37 PM.png

Graduate Studies

This annual campaign builds awareness for all graduate programs offered by Ryerson University. Primarily targeting a province-wide audience, we worked with 2 different media agencies to manage all levels of the recruitment funnel. Creative tactics for this campaign included written and video storytelling, branded prospecting messaging and targeted remarketing messaging. For the first time, we introduced differentiated content for PhD-level programs, including all-new landing page content and a promoted news story on internal channels.

This campaign resulted in a more efficient use of media budgets and provided deeper insights and learnings for future campaigns by introducing view-through conversion analytics.

Screen Shot 2019-03-23 at 8.59.45 PM.png

Screen Shot 2019-03-23 at 9.00.11 PM.png

Screen Shot 2019-03-23 at 9.00.33 PM.png

Screen Shot 2019-03-23 at 9.00.54 PM.png

Screen Shot 2019-03-23 at 9.01.22 PM.png

Screen Shot 2019-03-23 at 9.01.39 PM.png

Fall Reputation

Ryerson's first ever university-wide reputation campaign was launched in the fall of 2016 and timed with the installation of it's newest president.

Targeting government and industry influencers, this multi-channel campaign was centred around four consecutive ads placed in the front page section of the Globe & Mail. Each ad told a new story that demonstrated research expertise in a field that was seen as a priority for internal executives. These stories were selected with the intent to change perceptions about Ryerson's reputation and academic excellence. Driving home the point on each ad were select infographics and a breakdown of Ryerson's achievements in each field. Readers were directed to an all-new microsite with long-form versions of each story, video content on Ryerson and other content relevant to this audience.

Other channels included transit shelter posters, elevator screens in select offices in the downtown Toronto core, programmatic native and LinkedIn ads all targeting the same audience. This campaign surpassed several engagement benchmarks for social and digital channels and received Gold at the CCAE's Prix d'Excellence awards.

In 2018, Ryerson surveyed a sample of this influencer audience to better understand how it was perceived. While this campaign was the first in a series, research findings clearly indicate that the target audience appreciated the stories and that this strategy positively shifted reputation.