Atlantic Canadian post-secondary institution Eastern College revealed a new advertising tagline, “Make it happen,” in a print and online campaign that launched last week.
The campaign creative uses the visual template of an internet search site, with copy such as “A job I can be proud of” and “A better life for my kids” inside the search bar and the cursor poised above an icon that reads ‘Make it happen.”
The ads were designed by Halifax agency Extreme Group, which won the Eastern College account earlier this fall after the school conducted an agency review.
Jeff MacKay, copywriter at Extreme and a creative lead on the campaign, said the new tagline better reflects the aspirations of Eastern College’s existing and prospective students than the previous positioning – “The right school for the job.”
“[Eastern College is] targeting people who are maybe working multiple part-time jobs or working for minimum wage who want an improvement in life,” MacKay said. “We took it a step further beyond getting the right job. It’s about getting the life that you want and enabling (students) to get to that place.”
MacKay said Eastern College’s “Make it happen” campaign would continue in 2012 with the addition of new creative.
Eastern College has seven campuses in Nova Scotia, New Brunswick and Prince Edward Island.
