A small university located in Sault Ste. Marie Canada, Algoma was challenged to draw a bigger applicant pool from outside their immediate region. They engaged Zone 5 to develop a new recruitment strategy and communications program.
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.