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Royal Roads University conducts Future View campaign

Royal Roads University of Victoria, BC is conducting a student recruitment campaign called "Future View." Developed by Cossette, the initiative included a virtual tour of the school in late November, during which guides wearing Google Glass devices attended lectures, spoke with faculty members and walked the grounds. The intent was to allow prospective students to sample a day on the campus. Viewers of the live video stream could submit questions to the guides by Twitter as the tour progressed. The recorded video can also be viewed at <http://www.yourfutureview.com>.

The campaign also includes LinkedIn profiles ostensibly depicting the "future selves" of specific potential students. The students then receive invitations to view the profile, which remains in existence for one week. The effort also makes use of Facebook materials intended to provide a "glimpse into your future" for specific candidates. Other elements include online advertising and public relations from Citizen Relations.

"Rather than just speak to the masses, we knew it was more fruitful to speak directly to warm prospects, and what better way to do that than to put them at the centre of it," said Michael Milardo, creative director at Cossette. "Through technology, these potential students can sample the Royal Roads experience first-hand with elements such as the Google Glass stunt, or take a glimpse of what their future would look like if they decided to attend the University. Such a personal approach to the campaign is proving to be highly engaging."

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