Mount Allison University begins national campaign
Mount Allison University of Sackville, NB has begun a national marketing campaign intended to attract new students. The campaign consists of print and poster advertising, interactive materials, promotional activities and public relations. The campaign and media plan were developed in-house, with design and distribution assistance from Tin Design of Sackville and Mangomoose Media of Toronto. The creative uses 1950s-style imagery and communicates the high rankings the school has received from Maclean's magazine and the Globe and Mail. The campaign uses the tagline, "These are the good old days at Mount A." An insert is running in regional newspaper The Coast, while posters are being used in the Greater Toronto Area. The same theme is being used at high school recruitment fairs nationally. Public relations, conducted by The Siren Group of Toronto, include school visits, speaking engagements and a media tour by school personnel. "With this marketing activity we want to encourage future students, and their friends and families, to see what the Mount Allison experience is all about first-hand," said Robert Campbell, president and vice-chancellor of Mount Allison. "The campaign emphasizes our commitment to offering a viable and attractive destination to students in provinces in which the local universities are over-capacity."