From the Nominator

"Ivey’s Women in Asset Management (WAM) program launched in spring 2022 and was designed to help overcome the important issue of under-representation of individuals who self-identify as women in asset management. Believed to be the first of its kind in Canada, WAM provides second-year undergraduate students with a four-week intensive classroom experience followed by a 10-week paid internship at a Canadian asset management firm. Thanks to funding from Ivey and corporate sponsors, all program materials were provided to participants at no charge.    

The launch of this new program had significant importance to the school as well as its corporate sponsors. A comprehensive integrated marketing communications plan was used to launch the program, recruit students, attract and promote corporate sponsors, and celebrate the program’s success. This includes a website, email campaign, organic and paid social media, Ivey and Western News stories, press releases and media coverage, a 'Globe and Mail' donor ad, speeches, student blogs, a story in Ivey’s alumni 'Intouch' magazine, and coverage of the inaugural class ringing the opening bell at the Toronto Stock Exchange (TSX).    

The results of the strategy show that the first year of the program was an overwhelming success. 122 students applied and 33 were accepted into the first cohort. In 2023, the program grew by two sponsors and nine student spaces.   

In addition to learning about an industry they may not have considered before, many spoke of the confidence they gained and learning about the value of mentorship and empowering other women."

From the Judges

This campaign managed to achieved impressive results despite a tight budget and limited time. The jury also appreciates the campaign's consistent visual style. Overall, the panel views the campaign as successful and impressive.