Seneca’s media planning approach, which blends online, broadcast and OOH advertising, has proven effective in promoting its past campaigns. Now that it has developed its latest creative work, the institution is sticking with its strategy while introducing a personal touch, aimed at fostering a deeper connection with its audience.
The campaign highlights the transformative impact of Seneca’s polytechnic education through the success stories of five alumni. With the tagline “This is Seneca Polytechnic,” the concept emphasizes polytechnic education as the core of Seneca’s identity, as well as what differentiates it from other institutions in the sector.
The media plan includes OOH ads in Toronto and GTA, TV spots in multicultural media in Ontario, and digital media (such as social networks) to promote the campaign both domestically and internationally. Media buying was handled by Twenty6two and Major Tom, while Ultralight was behind the creative.
“Our channel mix is comparable to past campaigns and already, we are receiving some amazing feedback from domestic and international audiences who’ve seen the campaign across different kinds of media,” Renata D’Innocenzo, VP of strategy and brand at Seneca Polytechnic, tells MiC.
D’Innocenzo says the campaign builds on the success of previous work such as “Challenge Accepted,” which revolved around a TV, OOH and online ad featuring a speech by Seneca’s founding president about the overall success of the graduates. However, for the new campaign, D’Innocenzo explains that the institution decided to go personal by focusing on the stories of five graduates, along with big visuals to leverage the echo of online, TV and OOH media as a whole.
“That new seeing is believing approach was tailored to capture attention across online, broadcast and OOH,” D’Innocenzo says.
“We operate in a very crowded post-secondary landscape so it’s important that we continue to invest in promoting polytechnic education, telling our story and attracting new students while standing out amongst the noise,” D’Innocenzo adds. “There’s always a steady evolution of employment demands across the industries we serve so we recognize the need to keep both our academic programming and the marketing that supports it current, engaging and purposeful, while continually promoting the value of experiential learning.”
The campaign’s target audience is students looking for an education that meets their needs, as well as professionals looking to upgrade their skills or change industries, and companies looking to attract high-quality employees. It’s a broad audience with different needs, but D’Innocenzo says that the campaign “was designed to share and showcase our polytechnic education story in Canada and overseas.”
