I saw these posters for Algoma University yesterday:
There’s always been an implicit promise of freedom in going away to university, but this is the first time I can recall where it’s been used as an actual selling point.
I don’t think that this campaign is a good idea. Algoma’s got some things going for it – as a techie, I’m aware of their $6 million technology wing and game development courses. I think that any good qualities that Algoma may have are tarnished by these ads’ “Live the dream — No curfews! Dress like a skank!” message. In trying to hit 18 or 19 year-olds yearning to break free from their parents where they live, they’re cheapening the school’s image and the value of an Algoma degree.
What do you think?
{ 6 comments… read them below or add one }
Algoma isn’t on the radar of most kids in Toronto. These posters are just trying to make prospective students aware enough of the school’s existence to seek out the information on which they’ll make the real decision.
Where’s the obligatory Seinfeld clip about the “buffer zone” ?
Agreed. They hit on a selling point of the University to some potential students, but the POOR execution of the campaign results in HUGE collateral damage to their brand. I knew nothing about Algoma college until I started seeing these ads, and thanks to this messaging I know not to take the University seriously or to ever hire their graduates! (that’s maybe a bit dramatic, but consider: they weren’t on my radar to begin with, and now the only thing I know about them is that it’s a school in the middle of nowhere where students go to party)
Seems to me that a marketing campaign for a higher ed institution has to speak to both students and parents (assuming the latter are providing financial support). Would parents value the “buffer” as much as their kids? If not, these ads may not work so well.
These ads are aimed at (potential) students in the GTA. The intent of the ads is to drive traffic to http://experience.algomau.ca which is quite a bit different from the ads if you look at the site. I quite like the ads, and I do not feel it cheapens anything or messes with our brand. Yes I said ‘our’, I am a faculty member here and have a vested interest in it. I find the ads funny actually.
I’ve been a bit stunned by these ads as well. I suppose it’s good that they’re raising awareness of Algoma among prospective students, but “it’s far away” shouldn’t be a university’s main selling point, let alone the foundation of its campaign.