The Institut linguistique provincial (ILP) is launching a new campaign developed in collaboration with Prospek, as part of an expansion driven by updated training programs and the growth of its online course offerings. The initiative targets adults looking to improve their English to support their personal or professional development.
Before developing the messages, Prospek held a collaborative workshop with ILP instructors to better understand student journeys, motivations, and challenges. These discussions informed the creation of representative personas and inspired three video messages based on authentic testimonials. The spots were filmed in a clean studio setting aligned with the school’s visual identity, enhanced by minimalist illustrations that highlight key moments in the narrative.
The campaign aims to establish a direct connection with learners seeking to progress through accessible training. It is part of a long-standing relationship between ILP and Prospek, built on an ongoing cycle of adjustments and optimization.
As part of this mandate, Espace M is responsible for media planning, strategy, and media buying, including television and out-of-home placements. The team has been working closely with Prospek and ILP for the past 10 years to translate communication objectives into a cohesive and effective rollout. This work includes selecting relevant television environments, choosing out-of-home locations, adjusting investments, and executing the media plan based on the campaign’s needs.
Benjamin Dumas-Boisvert, Vice-President and Partner at Prospek, notes that the long-standing collaboration with ILP helps guide creative decisions and ensures the work remains aligned with communication objectives and student needs.
Sylvain Collette, President of the Institut linguistique, highlights the institution’s mission, which has supported thousands of learners for more than 60 years. He sees this campaign as a reflection of the school’s evolution, particularly through the integration of online courses.
Overall, the campaign is built on a creative approach focused on the student experience and a structured media strategy designed to strengthen its reach among the target audience. Espace M oversees the implementation and deployment of the media plan to effectively support this new campaign from ILP.
Source: Grenier
