Algoma University

Services: Mixed media
Website: www.colossalu.com

Problem:

Algoma who? Algoma what? How do you entice students from southern Ontario to go to a new university in a small northern town?

Solution:

Take a very different approach and showcase the one-on-one attention Algoma U faculty provide. We launched a mock “Colossal U” representing the antithesis of what Algoma U is as the way to illustrate the benefits of attending a university where professors truly care.

All advertising executions drive traffic to a dynamic website that showcases the mock Colossal U until a lively spokesperson kicks the Colossal U website out of the way to reveal the Algoma U microsite. Video testimonials and a forum that is responded to daily create an online community that mirrors Algoma U’s welcoming environment.

Transit, wild postings, magazines, the new Pizza Pizza TV, online ads and a highly unusual booth at the University Campus Fair drove a flood of traffic to the site.

Result:

On September 15, 2008, the campaign began and within just three weeks, Algoma University has already experienced a dramatic 900% increase in the number of inquiries over last year. Even more significant is that Algoma U has booked many campus tours with potential students from the GTA who will be making the 8-hour drive to Sault Ste. Marie just to tour the University.