"The Converge team is amazing to work with. We are constantly surprised and delighted by their level of creativity and insight."
Marianne Simm, Vice Principal, Students
Brescia University College
Founded in 1919 by the Ursuline Sisters, Brescia is Canada’s only women’s university. Brescia University College is committed to advancing the Ursuline Sisters’ mission of social justice, community service and the development of women.
The college was looking for a fresh, innovative campaign concept for their 2016 recruitment creative. The Empower Up campaign bloomed from campus discovery conversations, market research with prospective students and a truly collaborative partnership between the Brescia and Converge teams.
Inbound Marketing, Website Design, Print Design, Viewbook, International Viewbook, Content Creation, Ad Campaigns
Converge has been Brescia’s chosen partner for recruitment collateral and marketing creative for the past four years. The teams have collaborated to produce the Brescia Bold and Empower Up campaigns that have helped Brescia achieve their recruitment goals each year.
Annual recruitment pieces
Responsive home page
Converge visited the Brescia team in Ontario to kickoff the 2016 campaign. Focus groups with prospective and current students, alumni and key internal stakeholders provided insights on goals, challenges and timelines for the project.
With qualitative insights from the visit and data from Brescia Admissions, Converge crafted four distinct user personas as fictional representations of their key markets. The target audiences included Transfer, International, Local and Out-of-Province demographics.
Responsive Home Page
In addition to their annual print marketing and recruitment efforts, Brescia needed a refreshed home page design optimized for mobile searches.
Converge worked with the team to create a custom template, responsive framework and storytelling modules that aligned with the Brescia competencies and complemented the 2016 Empower Up campaign.
View the live home page at brescia.uwo.ca.
Ad Campaign Concepts
The Converge team returned to Ontario to present three campaign concepts to campus stakeholders. We also visited a local high school matching the persona demographics to conduct a focus group assessment of each concept.
Empower Up was chosen as the 2016 campaign theme based on the results from these discussions.
Viewbook & International Viewbook
Once the campaign concept was selected, Converge conducted interviews with students, alumni and faculty members to collect quotes and information for the 2016-17 Brescia Viewbook and International Viewbook.
These pieces are the cornerstones of annual recruitment collateral for Brescia Admissions. The 20+ page handouts were completed in less than four months with a strategic timeline in place to prepare for recruitment travel season.
Recruitment Brochures & Collateral
Other 2016 campaign collateral included billboard and traffic ad placements, an outcomes piece on Brescia Competencies, a yield piece on the Brescia experience and a brochure on their Preliminary Year Program for international students.