Centennial College

Recruitment Ad Campaign Concept and Writing

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Objectives in the Mirror

This winter 2003-04 student recruitment campaign for Centennial College appeared in print, transit and radio across the Greater Toronto Area. The aspirational campaign featured real Centennial students and won the the gold medal for Total Advertising Program from the Atlanta-based Admissions Marketing Report. It is also credited with giving winter cycle numbers an overall boost (applications were up by 24%, enrolment by 7%). Associates included Symbiosis Design and Avoyo. The campaign played to Centennial's strength of preparing students for real jobs, efficiently.