Case Study
Case Study
We Put Canada’s #1 University on Course to Attract the World’s Top Students.
THE BACKGROUND
The University of Toronto is known as Canada’s leading institution of learning and it ranks among the top 18 in the world as a research-intensive university. We have worked with the U of T student enrolment team for many years focusing on attracting top students from all over the globe. The request was to update the U of T image through its marketing materials to reflect its leading edge and modern qualities while still giving a nod to its rich legacy.
THEY’VE BEEN WORLD-CLASS FOR YEARS.
WE HELPED BRING THE WORLD THEIR CLASSES.
OUR BIG IDEA
Create an inspired “New Yorker” magazine style for our viewbook design. We created viewbooks that featured large beautiful visuals, watercolour imagery, paintbrush font and an illustrative infographic style. This fresh and colourful design was a striking departure for this intended audience. We also reinvented their long-standing video using famous alumni in a storytelling fashion to bring the U of T experience to life.
A FAMOUS ALUMNI SHARES HIS TALENTS
Using our refreshing approach to a recruitment video, our compelling visuals matched the richness of the velvety smooth voice of our voiceover actor, famous Canadian screen star and U of T alumni, Donald Sutherland. The music score was also created by a U of T Faculty of Music graduate.
THE RESULTS
Our University of Toronto viewbooks, featuring all three campuses, tell a compelling story through words and images. They have been instrumental in scores of top students making U of T their number one choice.
Never before explored digital marketing campaigns included search engine marketing (SEM), social media ads and pre-roll videos that garnered market share in the highly competitive field of education.
We developed a unique digital brand voice that was loud enough to be heard by students across the globe.
In its first year of digital marketing, this intercontinental campaign delivered exceptional results, engaging with top students through digital platforms at multiple touchpoints of their journey, including their research process, school fairs, all the way to the decision making phase.
