Case Study: Recruiting the Best and Brightest to UWO
Background & Challenge:
The
UWO’s long-term objective was to attract more high-achieving secondary school students from across the province, and particularly from the Greater Toronto Area, in order to gradually raise incoming entrance averages and academic reputation.
Strategy:
Our creative team, led by Ken Steele, started by analyzing a series of surveys and focus groups with GTA high school students. After a series of interviews with UWO recruitment staff, we developed a strategic approach and executed creative materials for the undergraduate viewbook, international student brochure, acknowledgement package, and other print materials.
Insights:
We believed, based upon the research, that top Toronto students would reject any claims for superior faculty or resources at UWO, when the University of Toronto and other major institutions were located right on their doorstep. UWO’s strength is perceived as its student-focused faculty, and the richness of the learning environment.
In order to sidestep student cynicism, our creative strategy spoke to the interests and needs of A+ students with a thoughtful, academic approach.
We developed a key slogan, “Ignite your intellect,” intended to appeal to these high-achieving students by emphasizing their own potential, not bragging about Western’s facilities, faculty, or programs.
Results:
We art-directed striking photographs of real Western students, and we captured some glances that seemed almost to ignite the words on the page. The creative concept was then applied to the university’s viewbook, website, and dozens of other print materials for student recruitment.
Raves:
While the imminent double cohort doubtless contributed to the results, UWO’s registrar was pleased to see Fall Preview day attendance at the University increase by 77% over the prior year, and first year applications that spring increase by 24%. Western’s increase in first-year applicants (5,096) was second only to the