Collège Universel, the only private bilingual college in Gatineau, has partnered with Espace M to develop an innovative and targeted media strategy for its local recruitment campaign. With the opening of a new campus in Montreal and a rapid growth in student enrollment, the institution sought to tackle the challenge of attracting more local students while navigating recent visa restrictions for foreign students in Quebec and Canada.
Espace M collaborated with the communication agency Hula Hoop to maximize the impact of the campaign “Bring Your Crew to Collège Universel”, a strategic initiative focused on leveraging group dynamics and peer influence. The goal? To persuade young people to consider Collège Universel by tapping into social connections and influence.
A Custom Multichannel Strategy
To effectively reach its target audience, Espace M developed a tailored multichannel media strategy, focusing on platforms popular among young adults. The campaign runs across digital environments such as YouTube, Netflix, Prime Video, Reddit, TikTok, Instagram, and Facebook. This digital presence is further enhanced with web banners and integrated registration forms.
The campaign also includes an out-of-home phase with bus shelter ads and programmatic display ads targeting high-traffic youth hangouts like cinemas, shopping malls, and gyms.
Influencers Amplify the Impact
To create a genuine connection with young people, Hula Hoop teamed up with Clark Influence to mobilize popular content creators such as Shahin, Mei-Anne, and Juliette Goyette. These influencers adapted viral trends to the campaign theme, including immersive college day experiences and interactive vox pops with students.
With this campaign, Collège Universel aims not only to increase its local visibility but also to inspire more students to enroll in its bilingual programs and dynamic community. This project highlights the powerful collaboration between Espace M and Hula Hoop.
Source: Grenier
