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Ryerson University’s G. Raymond Chang School of Continuing Education has launched a marketing campaign that includes new, future-oriented messaging and the school’s first radio creative.
The campaign includes an out-of-home campaign consisting of transit ads and digital billboard creative at the busy Toronto intersection of Yonge St. and Dundas St.
Out-of-home creative depicts various adult learners against colourful backgrounds, with descriptions of their educational achievements at the G. Raymond Chang School and their current professions. The ads also feature variations on the campaign’s “Own the future” tagline, such as “Say yes to your future” and “Log on to your future.”
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Dr. Gervan Fearon, dean of the G. Raymond Chang School, said radio was added to the media mix in order to further blanket the Greater Toronto Area, which produces most of the school’s students. He added that the new campaign also differs from previous campaigns in its focus on adult learners’ future goals, rather than the present.
“In the past we often communicated to our learners more from the point of view of how we could assist them in achieving their goals today,” said Fearon. “The more we communicated with our learners, we started to find out that they’re not only concerned with the possibilities of today, but they’re also concerned about their future.
“What we wanted to say is that we can be partners with them in helping them own their future, and that the future is something they don’t need to be afraid of.”
A street marketing component of the campaign will also take place on August 23, with representatives of the G. Raymond Chang school set to hand out the school’s 2011 brochures to transit patrons in the Greater Toronto Area.
Student success stories will also appear on the school’s website throughout the upcoming academic year.
