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

Taxi announces new national management team

New senior promotions finalize new leadership structure after Telus loss

H&R Block focuses on expertise in new campaign

The brand replaces its long-running "Tax Pain" platform with new creative

The Hot Plate rebrands as THP

Toronto shop looks to expand beyond its origins as a food-marketing agency

Tennis Canada serves up a new brand and national campaign

Multi-media campaign from Revolution urges Canadians to "Live the Moment"

Has Scot Keith quit advertising to chase his NHL dreams?

123w president hits the ice with the Vancouver Canucks

Lothar Boensch returns to Blast Radius Vancouver

Ad exec appointed managing director to oversee operations, help drive new business

Buick makes a comeback as it courts younger customers

"That's not a Buick" tagline and campaign is changing the way people view the brand

Do you have what it takes to win Marketing Award gold?

Last year's big winners set the bar high. Think your work is up to the challenge?

Ontario’s Ministry of Health leads Canada on Warc 100

Proximity, Lowe Roche, UM ranked highest in Canada on agency top 50 lists