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The media plan was approached from 3 directions: high reach; direct reach; conversion. All directions were clearly delivered with a singular voice, each supporting the brand position (what is the brand position?), and drove tracked, lead traffic to the www.wherecreativitygoestoschool.com site [slide 01].

1: Advertising of the www.wherecreativitygoestoschool.com positioning, and driving lead traffic to the site was done to high reach media using outdoor in high traffic demo-specific locations throughout Toronto [slide 02]. Similar high reach targeting the same demographic was achieved with daily newspaper, and education/career specific print media [slide 03].

2: A secondary site, www.careerfocus.ca was developed [slide 04] to attract career researchers who could take a career interest profiler test, use the salary calculator, and view remuneration stats by job description, and then check out and register for educational open-house events in their area - www.wherecreativitygoestoschool.com was advertised in the open-house events section, and with banner placement throughout the site.

	Print Ad promoting 'Let Your Creativity move You' Vespa giveaway contest. Click on image to see it in detail.

Opt-in email marketing was used for acquisition, using demo-specific list segments from top Canadian online opt-in site memberships, as well as for conversion; promoting open-house educational events to leads previously generated [slide 05, 06].

We developed the ‘Listen to Your Creativity’ contest which allowed the school to align itself with the very popular urban Appile iPod brand [slide 07]. We then moved to the ‘Let your Creativity Move You’ contest which furthered the school’s hip brand alignment in the form of the Vespa ET2 scooter [slide 08].

Execution [continued] >