Robertson College doesn’t want students to fade into the background.

The private career-training institution, which offers diploma and certificate programs and has campus locations in Winnipeg, Calgary and Edmonton, has launched “Stand Out.” The campaign is a collaboration with the institution’s AOR partner, Brandish.

The campaign features four comedic spots that convey the dread of blending into the pool of job applicants, demonstrated by identical wall and clothing patterns during the interview process, and stating that the college can help grads stand out.

“Education marketing often fails to recognize that students are people first,” says Derek Elliott, who is a partner at Brandish and the account director for Robertson. “Becoming a student or accepting a role in a new job anywhere is a big, deeply personal decision. Our strategists and creative team work hard to help push our clients beyond industry-speak, and in this case that was best done by showing students we understand how it feels to be them.”

Elliott tells strategy the job search has evolved into an overwhelming and discouraging journey for many. Through Robertson’s “Workforce” team at Robertson, it is working hard to support job seekers that are increasingly telling the College they feel invisible.

This campaign, which is meant to connect with mature students looking to advance or change their career, was proposed in early 2024 following research commissioned by Brandish on behalf of Robertson. The research demonstrated that career support and progression was an increasingly unmet need of Robertson’s target audience in key Canadian markets.

The campaign rolled out on social media and television this month, and is being expanded further into connected TV and audio streaming with an emphasis on key Western Canadian markets, informed by a desire to supplement additional integrated campaigns and to be specific with targeting.

“We invest heavily in social channels and the Google Ad platform, [and] we supplement those buys with programmatic display, programmatic video and strategic out-of-home placements,” Elliott says.

All media was planned and purchased by Brandish’s media team.