ANDERSON GOES TO WORK FOR SENECA COLLEGE
By Adnews Staff
Anderson Advertising recently broke a student recruitment campaign in the Greater Toronto Area for Seneca College. The fall campaign is designed to increase awareness of the college's career-focused programs and drive enrollment for the 2001 school year. Four 15-second television commercials, two radio spots, a series of magazine and newspaper ads and four transit posters are targeting high school, university and graduate students as well as people in the workplace thinking about a career change. The campaign's creative consists of a number of executions in which a "real life" situation is presented together with a Seneca program that offers relevant career training. In one transit ad, a newspaper headline reads "'I love you' Internet virus sweeps the globe." A course description from the Seneca calendar in the corner reads: "Computer Programming and Analysis. Security Considerations for Data Communications." The tagline is "Seneca College. Careers for the real world." Also included in the campaign are marketing materials and a sponsorship of the weather graphic on CP24 television. Advertising runs until mid-December.