Globe clicks into university market

A new interactive education site is partnering with MuchMusic to help target the hard-to-reach demo.

The Globe and Mail has announced the launch of its education site, as well as the Canadian Universities Online Fair, which will take place on Nov. 6.

The two new initiatives target high school students planning to pursue post-secondary education. Building on its seven-year-old University Report Card – an annual survey of students’ perceptions of Canadian universities – the Globe saw the two-pronged approach as a logical next step to tap further into the youth market.

To help spread the word, the Globe has launched a fully integrated marketing campaign including a substantive media buy managed by Toronto-based Gaggi Media. To help target the student demo online, Hotmail, MSN, Google and Faze magazine are also being utilized. Online advertising includes voken and leaderboard banners, while a Google word search will target international students and e-mail blasts will target high school students and counsellors.

The Globe is also partnering with MuchMusic for an online ad campaign featuring the ’10 Smartest and Savviest Musicians.’ The new site will feature blogs by some of MuchMusic’s most popular veejays, links to artists’ blogs and info about their education and how they used their book smarts to make it in the music biz.

Current online ad opps on, where the Globe‘s education information and resources will be available year-round, include leaderboards, big box and earlugs. Sponsorship opportunities are also available for site tools like the financial calculator. Booths alongside educational institutions are also available for marketers wanting to reach this demo.

‘Extending our online presence into the Canadian University Online Fair is another way to reach students in a compelling format that is relevant to how they interact with the world,’ Sean Humphrey, director of marketing, The Globe and Mail, tells MiC. ‘Which post-secondary institution to attend is one of the most critical decisions young people make. We wanted to develop one-stop shopping for students and their parents so they could make the best choice together.’

The Canadian Universities Online Fair site was designed and developed by iCongo Live, with ad creative by Naked Creative and public relations by Environics Communications.