Marketing Challenge
Since its opening in 2011, the Collégial international Sainte-Anne has faced three main challenges: low brand awareness among its target audience, a low participation rate in open houses and registrations. As part of the large Sainte-Anne family, which has enjoyed prestigious notoriety in private schools for over 150 years, the Collegial had to find a way to stand out from the crowd and distinguish the high school from Cegep. VIBRANT was mandated to conduct an audit on brand awareness and positioning as well as to ensure the development and deployment of a marketing plan. The plan included a new brand strategy, an acquisition strategy and the deployment of a recruitment campaign within the target audience.
Solution
We have created a bilingual web series on the key skills taught at the Collégial international Sainte-Anne. Inspired by multiple intelligences, designated by the “5Cs”, the web series, featuring students and teachers, allowed us to present future students with a unique educational approach under the following five main themes: Creative intelligence (creativity), Collaborative intelligence (collaboration), Communication intelligence (communication), Critical intelligence (critical thinking) and Emotional intelligence (compassion). Watch the capsules on Collégial international Sainte-Anne website.
Results
The best year for college registrations in 2020. 5 bi-weekly capsules. Creation of promotional videos shared on Instagram and YouTube. Sharing by influencers on social media. Redirection to the open house days at the College.
Creativity can be taught and learned. It’s like going to the gym, the more you train your brain, the more creative it will be.
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