Algoma University was looking to update their admissions materials for 2011-2012 recruitment year . A small university located in Sault Ste . Marie Canada, Algoma was challenged to draw a bigger applicant pool from outside their immediate region .
Our discovery process led to a clear strategy – own your truth . With students, faculty and administration all citing the University’s size as its greatest strength, it made sense to lay claim to Algoma’s position as the smallest university in Ontario .
The centerpiece of the “Small university. Big education.” campaign was its viewbook . To help illustrate the contrast in size and education, the design employs two books with a small booklet bound to the outside of a larger book . The small book communicates the benefits of a small school such as: small class size, personal engagement with fellow students and faculty, etc . The larger book focuses on the “big” education you will receive at Algoma without getting lost at a larger university .
In addition to the main viewbook, a number of additional components were created, including: a small book for international markets, a college fair piece that employs a drive-to-web strategy, and a micro-site that encourages prospects to make the trip to campus .
While it is too early to provide quantitative results (other than bus tour attendance doubling!), the feedback couldn’t be clearer . Kevin Hemsworth told us, “This is better than anything the University has ever produced.” And we couldn’t be happier .