CCRFP MK BC22 - Brand Convergence Review - RFP

Centennial College is experiencing steady growth in its role as a post-secondary education provider in the Greater Toronto Area.  While the College is staying true to its community college roots, market changes in the post-secondary education sector demand that approaches continually evolve to meet emerging challenges. In addition, rapidly expanding technologies, shifting consumer behaviors and evolving demographics demand that increasingly sophisticated marketing and communications practices be developed.

Centennial College is launching a new brand campaign in fall 2022 and has collaborated with RAIN43 to research, develop a new brand position, and support the brand roll out. In addition to the primary brand, sub-brands are being developed specifically for online programs, including the College’s suite of micro-credentials.
In its marketing efforts, Centennial employs a cross-platform approach, leaning heavily on both digital and traditional promotional channels and tactics. As such, it is critical that branding and overall messaging be consistent across platforms. It is also imperative that we understand what platforms are providing the best ROI year over year.