Canadian school in Switzerland taps Karo to expand digital recruitment

Neuchâtel Junior College names Karo its social and digital AOR

Karo Group has been named the social and digital AOR for Neuchâtel Junior College – a Canadian prep school located in Neuchâtel, Switzerland.

Brenda Neil

The 58-year-old school, which has a small recruitment office in Toronto, has traditionally relied on print ads and word-of-mouth to market itself. Recruitment staff tap into a network of 5,000 alumni, many of whom are eager to meet with prospective students and their families and talk up the benefits of a year away from home.

While those old-school marketing methods were working, Neuchâtel felt they could use an update.

“The school has had a little foray into social media but not a strategic one,” says Brenda Neil, director of admissions. “We wanted to take the steps into social in a very strategic way. We knew it would be such a great vehicle for us, if done right,” says Neil.

Neuchâtel didn’t issue a formal RFP, but “we did have goals, and a shortlist of agencies.” Neil says what sealed the deal for Karo was its award-winning work with recruitment at Simon Fraser University, in Vancouver.

“The [Simon Fraser] ads profiled students [who talked about] how their educational experience was transformative for them. That resonated with us. We have a similar story to tell about how education is transformative to students – not just at the time they are there, but during the rest of their lives. When our students go to Neuchâtel, they don’t look back.”

Advertising Articles

Is your team equipped for change?

Change is an ongoing process that requires an open-mind and open communication

Abercrombie & Fitch ditches ‘sexualized’ marketing

Retailer tries to distance itself from controversial images started by former CEO

Your customers are mobile. Shouldn’t you be, too?

Mobile is the new normal. Businesses need to go mobile to stay relevant

Marketing Awards 2015: Film, Radio and Press shortlists

First group of shortlisted entries have been revealed in the lead-up to the 2015 gala

Ads You Must See: April 24, 2015

The German Stuttering Association has loading problems. March for the Homeless takes a trip to the hospital

DDB Canada boosts leadership in Toronto and Vancouver

Patty Jones, Michelle Kitchen and Melanie Johnston promoted

On the Move: New hires at Weber Shandwick, GMR, CBC

A weekly recap of who's headed where in Canadian marketing and communications

Career Boosters: The future of social media

Three industry execs on the future of social and how to stay relevant in the field

How the age of Big Data has led to a data scientist shortfall

Many businesses are struggling to find talent, even as more people enter the field