Robertson College is a career training institution focused on helping Canadians find meaningful work in health, technology, community service and business industries.
The challenge
Canadians want to go back to school in order to find more meaningful work. But that’s a difficult task when it involves giving up their existing source of income. Thankfully Robertson College provides Canadians with flexible learning options. The challenge? Making them aware of it.
The solution
Our friends at Brandish developed the “Don’t Quit Your Day Job, Yet” campaign. This campaign highlighted three workers stuck in unappealing jobs who desired more meaningful work. Thanks to a helpful and somewhat magical expert, the characters (and viewers) discovered Robertson’s flexible learning options.
Our role involved all stages of production. We assisted with creative development including script consultation and storyboarding. Pre-production ran the gamut including casting, locations, crewing, legal, wardrobe, equipment and more. Production was over two action packed days that left us creatively charged and ready for post. In post production we completed editing, colour, sound and ultimately delivered three spots in 30-second, 15-second and 6-second versions.
The results
The campaign achieved its objective in raising awareness of the college and its flexible learning options. The campaign generated over 300,000 media impressions in just the first week. Within the first 30 days the campaign increased Robertson College’s total leads by 34% while dropping the cost to reach a potential student by 36%.
