The story is the star in Fanshawe's new campaign.
Fanshawe has launched its first-ever College reputation campaign, the largest and most ambitious in its near-50-year history. Your Story is a multi-platform, multi-year campaign with the tagline "Your story is our story," aimed at building awareness and attracting prospective students by telling Fanshawe's story through the stories of the 43,000 students, 2,500 employees and 160,000 alumni who have experienced the College first-hand.
"Everyone has an interesting and heroic story to tell, whether it's overcoming challenges, doing something they never thought possible or helping others succeed," says Tony Frost, Fanshawe's executive director of reputation and brand management. "Stories are a powerful medium because they capture our attention, tap into our emotions and ultimately drive our behaviour. We want to harness that power to get students thinking about Fanshawe."
Frost says the Your Story campaign marks a significant departure from Fanshawe's typical approach to marketing. "Until now, our promotional activities focused on a specific program or school. Now, the conversation begins with the College as a whole – sharing compelling stories of how Fanshawe educates, engages, empowers and excites in everything we do."
At the heart of the campaign is a website (www.fanshawec.ca/yourstory) where students, staff and alumni are invited to share their stories, read other submissions and nominate others to encourage them to share their own story. A trio of feature stories, each accompanied by engaging photography and a 30-second movie trailer, serves as the initial creative for the campaign.
Over the coming months, the campaign will appear in key markets through a range of advertising channels including print, cinema, billboards, bus shelters and digital media, in addition to the College's own website, events and campuses.
The next wave of feature stories, to be used in ads beginning in January 2015, will come from three user-submitted stories. The Your Story campaign is scheduled to run until 2017.
For further information, please visit Fanshawe's media contact page.
Tony Frost, Fanshawe's executive director of reputation and brand management, speaks at the launch of the College's Your Story campaign. Photo credit: John Sing, Fanshawe College.