Bow Valley College’s benefit is that its education allows students to be job-ready on day one. You might say…it allows students to hit the ground running. We took that popular expression and turned it on its head. Our graduates don’t hit the ground running. They hit the ground designing. They hit the ground animating. They hit the ground earning. This approach allowed us to use a verb ending in “ing” to show the breadth of our programs and add some general statements (like “Hit the ground earning”) that drive home job-ready benefits. As for the media buy, we pursued an integrated approach that covered multimedia channels, including out-of-home, broadcast radio, content marketing, online display, paid social media, and paid search. Our geographic target was Calgary, plus a 40-kilometer radius that included the college’s regional campuses: Airdrie, Okotoks, and Cochrane. The campaign duration is from September 1, 2023, to June 30, 2024.
From the Judges
We really enjoyed the "show-don't-tell" approach form Bow Valley College. Clearly defined goals and objectives that are backed with results. Kudos for great supporting assets!
