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Royal Roads nominated for 2015 Marketer of the Year award
The B.C. Chapter of the American Marketing Association (BCAMA) announced their top three nominees for the 2015 Marketer of the Year award, and Royal Roads University was one of the organizations shortlisted for the distinction.
“We set out to push the boundaries of traditional post-secondary recruitment marketing in 2014,” says Catherine Riggins, director branding, marketing and recruitment at Royal Roads University. “It’s an honour to be recognized by the BCAMA for our efforts.”
The BCAMA selected Royal Roads for its comprehensive marketing strategy, which featured an innovative, technology-based approach to give prospective students a chance to experience Royal Roads firsthand – virtually.
“Our immersive, interactive campaign, Future You, enabled us to demonstrate the unique qualities found only at Royal Roads,” says Riggins.
The campaign employed Google Glass and GoPro video cameras to livestream lectures, hands-on labs, campus tours, and was shared on social media. Interest for the campaign was generated through a series of banner ads and eBlasts, with a countdown to the live event on the main website.
Riggins says the campaign generated over two million impressions in earned media coverage and resulted in feature articles across a variety of media outlets, including Huffington Post, Marketing Magazine, Strategy Magazine, TechVibes, Victoria Times Colonist, and other international publications.
“Tourism Victoria won last year,” says Riggins. “We’d love to see this award stay here in Victoria for at least another year.”
The Marketer of the Year will be announced by BCAMA in the fall of 2015.