The University of Winnipeg
When you’re competing against a university almost three times your size, how do you get people to choose you over the other institution? By showcasing your small class sizes and personal approach to education.
Schooling the Competition
Enrolment at The University of Winnipeg (UofW) had been declining, and the reasons had nothing to do with quality of education. In fact, the UofW had been consistently ranked among the top universities in the country by both Maclean's Magazine and the Globe and Mail. Rather, the university's traditional geographic market was shrinking. They needed to find innovative ways to engage a whole new segment of prospective students.
One of the UofW's perceived weaknesses, its smaller class sizes, was in fact a strength that allowed for a more personalized education. After focus testing groups of Grade 11 students, we realized this personalized attention, this ability to respond to the specific needs and talents of each student, was exactly what youth and parents were looking for in a university. It was this proposition that we decided to build on, with the campaign theme: "YouofW: Where you matter most."
We're proud of the work we have done with the UofW, which has resulted in a significant spike of website traffic and a renewed sense of interest in this quality, higher education institution. The campaign, now in its third year, has seen an increase in both enrolments and inquiries for the UofW and has positioned the university as a learning institution that caters to personalized education.