Sheridan College
A new campaign founded on clarity, hope and optimism that allows new students a future of their own creation.
The Story
Borealis was hired to develop a new brand positioning, strategy and creative platform for Sheridan evolving away from their longstanding “Get Creative” campaign. It was important to the school to move consumer perspective toward the breadth and depth of Sheridan’s offerings in addition to the well-known and highly respected “creative” offerings like animation, musical theatre and design. The objective of the strategy was to reposition Sheridan in the minds of key stakeholders using a number of their highly differentiated areas of focus, such as research and the calibre and quality of their faculty and programs in specific areas.
Deliverables
Primary and Secondary Research
Brand Strategy Development
Creative Platform Development
Communications Guidelines and Messaging Matrix
Sub-Brand Identity Development
Brand and Sub-Brand Organization and Alignment
Advertising for all channels
Video and Photography Production and Development
Podcast Design and Production
Marketing Collateral Design
Annual Marketing Planning and Consultation
Research & Strategy
In-depth secondary research was conducted, analyzing Sheridan’s 5-year Strategic Plan, and the inputs that drove it to fruition, as part of an effort to define market white space. Qualitative research was done with students and faculty to understand what they valued about the school and to delve into their understanding of the market. A positioning was developed that took advantage of the white space, allowing a creative platform, impacted by the pandemic, to be launched. The new platform proceeded from both an understanding of the zeitgeist of the moment plus the vision of how Sheridan wanted to evolve. This ensured that the positioning and the foundation of the brand would live on long past the pandemic. Both quantitative and qualitative research has been done to test and confirm the platform, positioning and messaging. The creative and messaging continues to be evidence-based.
Brand Solutions
The “Better is” creative platform was developed with a more fuller understanding of the target audience’s intentions and mindset. An audience seeking a more thoughtful, honest engagement with post-secondary demanded a different kind of promise, one that acknowledges real needs, one founded on clarity, hope and optimism – simply, one in which they could see a future of their own creation.
Creative Development
“Better is” became a rallying cry and cohesive unifying voice and aesthetic for all school marketing activities. Digital and OOH advertising presented a series of bold, clear messages correlating real student need with Sheridan’s promise to deliver better. Striking photography and testimonial video, using real students and faculty, enforced Sheridan’s commitment to authentic engagement. Corresponding highly stylized brand videos were produced for all social channels as well as Cineplex theatres.
With this strategic and well-positioned brand foundation in place, and with brand recall, recognition and other metrics showing positive growth, Sheridan continues to powerfully evolve and deliver meaningful difference.
