McGill's School of Continuing Studies

McGill's School of Continuing Studies

April 05, 2016 10:00 ET

Video Highlights new Marketing Campaign -- McGill's School of Continuing Studies Trains Its Lens on Students' Stories

Attention : all marketing editors

MONTREAL, QUEBEC--(Marketwired - April 5, 2016) - Inspired by student and alumni experiences, a promotional video was launched April 3 on Facebook and YouTube by McGill's School of Continuing Studies.

The short video brings to light stories from various students and alumni, including Marina Sonin, who used what she is studying in the Graduate Certificate in Entrepreneurship program to open up her own boutique, B-Lux, in Montreal's Plateau Mont Royal.

After conducting a number of interviews, two stories were developed which intertwine: one about a student with a dream of opening up a clothing shop and the other focusing on a student interested in learning a new language in order to be able to teach children music. The video, shot using staff, students and McGill locations, shows the students' journeys, from registration to classroom, from meeting students who come from all over the world to realizing their dreams.

The video, produced with Quebec-based creative agencies Akufen and Koze and motion designer Benoit Fortier, is part of a wider marketing campaign launched August 2015. The larger campaign, showcasing McGill SCS students and alumni and their journeys, is featured on online and print media, and social media platforms. The campaign's slogan, Learn. Connect. Elevate., continues to build awareness of the School as a place that helps people reach their goals.

"The School offers lifelong learning opportunities, connecting learners with industry players and providing programs that assist individuals in reaching the next level of their professional aspirations," says the Dean of Continuing Studies, Dr. Judith Potter. "Our students are given the power to elevate - their competencies, their careers, and their capital. It's why students come to the School."

Getting learners on board

Since the campaign launched, there has been increased awareness of the School. In Fall 2015, registration increased by 4%, with the last five years showing a strong increase in registrations. The targeted group for the overall campaign is primarily 25-45 year-olds, with an 18-25-year-old cohort internationally.

The Spring marketing campaign will continue to live online and on social media networks, explains Elana Trager, Senior Marketing and Communications Advisor. "The video highlights the student experience, and as part of the campaign, we're asking learners to send in photos and videos, and we are approaching our students on campus to engage with the video and tell us about their journey. The first 50 submissions will receive a special care package from the School."

A student body that reflects Montreal

McGill's School of Continuing Studies, which has been offering courses for more than 150 years, welcomes 14,000 learners on a yearly basis, with its student body being primarily working professionals who are looking to upgrade their skills or change careers. The programs and courses cover a wide range of topics and come in a variety of formats, including online, hybrid and intensive.

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About McGill's School of Continuing Studies

McGill's School of Continuing Studies has an international reputation as a leader in university continuing education. The main goal of the School is to meet the professional and personal development needs of our rapidly changing society, nationally and internationally, by offering a wide range of programs and courses in-person and online. Look to the McGill's School of Continuing Studies for excellence in teaching, innovative programs, entrepreneurial approaches to education and enabling learner services.

Contact Information

  • Source:
    McGill's School of Continuing Studies

    Information and interview requests: Paule Genest, ARP
    PGPR public relations
    514 845-7477, ext. 1
    Cell: 514 703-4317
    paule@pgpr.ca
    Twitter: @ypgpr

    Diane Jeannotte
    Cell: 514 772-8019
    dianej@djcom.ca