UNIVERSITY OF TORONTO school of continuing studies
The University of Toronto School of Continuing Studies strives to put learners first. Their courses and programming are designed to meet the needs of adult students and to prepare them for success in a constantly-changing career landscape. In an effort to drive higher enrolment, the School approached SOS to help guide their Winter 2016 Digital campaign.
With enrolment as the measure of success, we narrowed messaging to focus on individuals who were already in the mindset of pursuing continuing education as a means to further their career goals. Leveraging the School’s internal research, we tailored our creative to appeal specifically to the unique intrinsic and extrinsic motivations of learners based on areas of study. A minimal design approach complimented the direct, no gimmick nature of the messaging. SOS also managed and executed various pieces of collateral for the campaign including paid search, display banners, email correspondence and design alterations to key pages on the School’s website. The result saw an increase in student enrolment of 4% and a 8:1 ROI on the School’s advertising budget.