Sheridan College’s new brand campaign, “Unlock,” focuses on preparing learners for a tech-led future.
Ian Barcarse, director of marketing and brand strategy at Sheridan, tells strategy the campaign signals Sheridan’s intention to be a leading institution for technology and advanced learning, with innovative programs in healthcare, engineering, robotics, skilled trades and the digital arts, some of which are featured in the creative.
“We know that technology is a key driver for a competitive economy, and Sheridan’s programs are continually innovating to meet critical labour market demands in Ontario, Canada and around the world,” Barcarse says, adding the new brand platform reflects Sheridan’s strategic plan, Galvanizing Education 2027: Forging the Future, which launched earlier this year.
The new “Unlock” campaign is “intentionally flexible, modular and adaptable,” and is aimed at a broad target audience, including domestic and international prospects.
For the first time, the institution handled all elements of brand development in-house through its Sheridan’s communications, public affairs and marketing team. The reason is because the community knows Sheridan best, Barcarse says. Media buying is also being handled in-house.
The six-month process included consultation with more than 650 internal and external stakeholders.
“We confirmed a desire for change across the board,” Barcarse says. “Both our internal community and the public were eager for this evolution.”
The campaign is being launched using an integrated, omni-channel approach including OOH placements, digital advertising and a presence on digital streaming services, social media and community forums, as well as education networks.
The launch is the first of a multi-phased approach Sheridan will be rolling out in the months ahead.