Royal Roads new campaign brings Linkedin-style networking to life

November 13, 2013
By: 
Catherine Riggins

Royal Roads University (RRU) has launched a new campaign which takes LinkedIn-style networking to the next level, creating opportunities for direct connections between inspiring alumni and prospective students over the phone, online and even in person.

Building on the important role that networking tools have taken in shaping our lives and career paths, the Inspiring Connections campaign is rooted in the power of connecting people and the unique things that happen when connections are made.

The resulting new ads redefine alumni endorsement - rather than simply offering a pre-taped quote, RRU is so confident of its alumni’s transformative and life-changing experiences that it puts prospects in direct contact with them to hear it for themselves.

The campaign makes clever use of print, digital and out of home media - including an interactive stunt execution at Pacific Centre Mall in Vancouver in which consumers were invited to connect personally with RRU alumna Morgan Westcott through a LinkedIn inspired interface. Selecting the ‘Connect’ button revealed Morgan herself, allowing prospects to have honest and open conversations in person about the RRU experience.

Other executions invite potential students to reach out to RRU alumni by phone or email, with a series of print advertisements, airport column wraps, transit shelter ads, interior Skytrain cards and elevator wraps, which feature their business cards along with copy encouraging the reader to contact any of them one-on-one.

Catherine Riggins, director, branding, marketing and recruitment at RRU says she’s delighted to unveil the new campaign, developed together with Cossette in Vancouver.  

“Through Inspiring Connections we hope to facilitate deeper engagement with prospective students, showcasing RRU’s unique points of difference through the stories of our alumni, as opposed to telling them ourselves. Our alumni are an incredible asset and allowing them to tell their stories in a transparent way lets us prove that what RRU offers is unique. It’s the ultimate compliment that so many of our alumni are willing to voluntarily connect with others on our behalf – so I’m thrilled we were able to bring this to life in such a creative way.”  

Morgan Westcott, general manager at LinkBC, and the face behind the stunt execution, comments, “They say it’s not what you know but who you know, but Royal Roads gave me both academic rigour and connections that helped cement my career. The experience was truly life changing. I forged relationships that propelled me from support staff into a senior management position. The role of connections is more important than ever in securing a job or choosing a university, and I think this campaign will start conversations with great outcomes.”

The new campaign is now live and will run through to late December. The campaign will include out of home media in Vancouver, Victoria and Calgary, national and local print media, an interactive microsite as well as supporting PR and social media.