Ryerson University Reputation Campaign
This integrated national advertising campaign, targeting decision-makers in high levels of industry and government, positions Ryerson as a leader in urban-focused research.
Marketing Director: Jim Wentzell
Creative Director: Derek Flack
Art Director & Graphic Designer: Nik Firka
Project Lead: Melissa Dukovcic
Creative executions spanned video, digital, print and outdoor platforms, revolving around the concept of a pivot in which an ominous future is replaced by a more positive outcome that has been advanced by Ryerson research. Focusing on the city impact rather than the act of research made it possible for the campaign to showcase Ryerson in a relevant way and stand out from other post-secondary education advertising. The campaign has successfully driven website traffic and online engagement with significant performance increases over previous campaigns.