For tech whiz kids, tinkering with digital all day doesn’t have to be a hobby – it can be a fulfilling career.
That’s the message behind a marketing blitz, launched on Thursday, by the Ontario College of Art and Design University (OCAD).
The overarching theme of the campaign is about reinforcing the idea that OCAD is Canada’s “university of the imagination.” On a more practical level, it’s about driving prospective students to a snazzy new OCAD website with sleek designs and attractive easy to navigate portals into the myriad of programs on offer.
Developed by Toronto agency BT|A Creates, the brand awareness campaign reaches out to parents and influencers, and also invites prospective students to “turn what you love into a future.”
Running across the city on social and subway networks, it features the iconic Sharp Centre for Design, with the taglines, “here, imagination is the new currency” and “overactive imaginations are a good thing.” OCAD marketing spokesperson Christine Crosbie said the Sharp building is a big part of OCAD’s brand awareness in Toronto.
“The Sharp Centre is known internationally and is depicted in our ads for immediate recognition,” she said. “We’re celebrating its 10th anniversary this year, and it’s still noted as one of the most beautiful campuses in the world, and among the best architecture in Toronto. It represents creativity and boldness and elicits curiosity, the characteristics of our current and future students.”
Crosbie said it made sense for the university to use OOH given that 75% of its student population is from the GTA area and enjoys the Queen West neighbourhood. “We also positioned [the ads] near secondary schools to be top-of-mind to creative students,” she said.
Compared to many post secondary institutions, OCAD has a relatively small budget, said Crosbie, and that’s why it opted for a digital-heavy outreach. Online versions of the ad will live on sites such as Suite 66, Facebook, Google and YouTube, and target websites including Globe and Mail, Pitchfork and Maclean’s University Online Ranking Pages.
“We know that many parents and prospective students begin their research online so there’s great value to this option,” said Crosbie.
The campaign is also to raise awareness about OCAD’s Digital Futures program, launched in the 2012/2013 academic year. There are 125 students currently enrolled in the program. OCAD expects this number to grow to 500 over the next three years. In Ontario, the digital sector is set to be the largest employer within five years, overtaking the auto industry which is currently number one, said Crosbie.
The university is keen to point out what it can offer: App development, video game design, wearable technology and multimedia services.
“These are highly competitive careers; our program combines business, design, art and computing skills which help our graduates stand out in the workplace,” said Crosbie.
