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

Sid Lee acquired by Kyu, Hakuhodo DY Holdings

The agency will remain headquartered in Montreal and maintain its leadership

Watch This: A Canadian shade of kink (kinda NSFW)

Durex Canada took a new position (or four) in time for Canada Day

On the Move: Changes at Exchange Lab, Bleublancrouge

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

Bullseye – Remember Equity?

Campaigns used to run for years. But as Mike Tennant observes, marketing has become mostly short-term plays

Vision7 phases out Dare brand, opens Camp Pacific

Shorkey, staff and clients remain, but Dare brand retired from Canadian market

Kids Help Phone reaches out with fundraising campaign

Charity's first mass campaign since 2012 targets female donors

Rob Myers to lead Ipsos in Canada

Gary Bennewies bound for Paris, global chief talent officer role

Minions have overrun General Mills Canada

Expect to see Universal's little, yellow, adorable monsters on everything

BNotions acquired for $3.8 million

The firm will continue to operate under the BNotions name