• SAIT

  • Education
    Awareness Campaign

  • Education
  • Branding, Out-of-home

BACKGROUND

SAIT polytechnic has been delivering post-secondary educational and technical training since 1916. With more than 100 career programs in trades, technology and business, SAIT goes up against the University of Calgary, Mount Royal University, Devry Institute of Technology and Bow Valley College in an ultra-competitive educational environment.
SAIT - Awareness Campaign - Billboard - Young Professional SAIT - Awareness Campaign - Billboard - Middle-aged Professional SAIT - Awareness Campaign - Billboard - 'Experienced' Professional

CHALLENGE

Regarded by many as the third choice on the local post-secondary spectrum, SAIT’s skill-focused approach to learning lacked the brand appeal that it needed to be considered a legitimate academic destination.
SAIT - Awareness Campaign - Billboard - Young Professional SAIT - Awareness Campaign - Billboard - Middle-aged Professional SAIT - Awareness Campaign - Billboard - 'Experienced' Professional - Get a career you'll never want to leave. SAIT - Awareness Campaign - Get a career you'll never want to leave.

APPROACH & SOLUTION

Research indicated that SAIT students, having made an unequivocal career decision, exhibited a real zeal for their field of study. This insight drove the creation of our “further your passion” positioning as well as the “get a career you’ll never want to leave” campaign. Both approaches allowed us to leverage the positive aspects of SAIT’s story, challenging the category and elevating the brand.
SAIT - Awareness Campaign - Print Ad - Get a career you'll never want to leave.

RESULTS

Would-be students loved our creative. They recalled it more often than other post-secondary campaigns and were more inclined to put SAIT on their consideration list. Most importantly, student applications went way up — 33% in the first year of the campaign and 29% in the second year.
SAIT - Awareness Campaign - Online Ad SAIT - Awareness Campaign - Facebook app - The Seniorizer - Before SAIT - Awareness Campaign - Facebook app - The Seniorizer - After