Like most post-secondary institutions, Cambrian College, a Northern Ontario community college based in Sudbury, has long used September as focal point of recruitment. To keep pace with other Ontario colleges, and help meet its 5,000 full time student enrolment target, Cambrian moved to a three intake academic calendar, offering additional intakes for select programs in January and May. These extra intakes were launched by Cambrian to limited local and regional awareness. As subsequent recruiting cycles have come and gone a strategy around promoting Cambrian’s three-intake calendar has become increasingly important to growing applications and acceptances.
To build awareness of the college’s January opportunities and drive action towards finding out more about enrollment, an integrated tactical campaign was devised and implemented. An updated visual identity returned the Cambrian brand to its roots, letting its richly hued colour palette take centre stage. The two-month campaign re-positioned Cambrian College in the regional and provincial post-secondary education market with audience-focused messaging that stood apart from typical sector language to better resonate with target audiences. Cambrian has since met its 5,000 full time studnet enrolment target.