Algoma 2010 & 2011 "Distance" Campaign: 2011 CASSIE Winner
2010 Campaign: Transit Shelter Ads
2010 Campaign: Radio Ads
Summary
The Problem: Algoma University, located in Sault Ste Marie, Ontario, wanted to attract students from the GTA.
The Insight: For the target they wanted to reach (16- to 18-year-olds), their distance from the city wasn’t a liability, it was their greatest advantage.
The Solution: A campaign that played on the desire of the target market to get as far away from their parents as possible so they could live their own life.
The Results: Bronze at the 2011 CASSIE Awards (Not-for-Profit category)
-81% increase in website traffic
-132% increase in applications, including a dramatic rise in students putting Algoma as their first choice
-Campaign was such a success it was re-run in 2011 with new headlines and achieved strong results again
