the client

Humber College

Humber College is a Canadian post-secondary institution offering a polytechnic educational facility, combining theory with hands-on training and work experience. It has approximately 83,000 full and part-time students, 5,300 full and part time employees and has 2 campuses in Toronto, ON.

the Project

Humber Bring It Campaign - Media Planning & Buying
THE CHALLENGES
  • Fragmented media planning
  • Siloed media buying/duplicated spend
  • No ability for in-buy course correct
  • No holistic review/analysis
Media planning and buying was fractured across a dozen entities and departments. An audit was required.

HOW WE GOT THERE

We undertook a media spend audit to identify areas of improvement on existing media buys, and were tasked with the re-allocation of media budgets between November 2022 and March 2023.

The main goal was to select media channels that our key target demographics engage with and drive prospective candidates to the landing page.

the results
Bring It Post Grad Media Wrap Report:
16,845
total site visitors
3.2
average pages visited
41.3%
percentage of visits from paid ads
the results
Recruitment‍ Media Wrap Report:
50,321
total site visitors
2.12
average pages visited
35.87%
Percentage of visits from paid ads
Image of the Humber Bring It campaign landing page.
Example of the Humber 'Bring It' campaign home page featuring a promotional video and hand-drawn graphic elements.
Example of the Humber 'Bring It' campaign home page outlining community elements of the program and how to book a tour.
Example of the Humber 'Bring It' campaign home page featuring hand drawn graphic elements and text outlining how to find programs.
Example of the Humber 'Bring It' campaign home page outlining the instagram feed for the program.
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