Aligned with the University’s strategic plan, the Telfer School of Management is looking to launch an exiting new Vision and brand positioning for the School. We are currently looking for a media agency, to help us execute a series of highly targeted ads, originally intended in the Globe and Mail, La Presse and Transit Shelter ads (TSAs), and potentially a digital outdoor buy at Toronto’s Billy Bishop Airport. However, given the current COVID situation and its impact on these channels, we are also seeking recommendations on how this strategy may be adjusted to reach our target market.
The communication strategy is to target wealthy, influential and well-connected Canadians to perceive Telfer as having a unique societal outlook that separates it from other management schools in central Canada, and results in a better Canada for all.
The primary objective of the communication strategy is to get support for the new Vision; which intends to enrich funding for research, programs and student experience at the School.
The secondary objective is brand awareness; which intends to elevate the reputation of the School and enhance the stature of the faculty and their research.
Telfer School Key Performance Indicators include, but not limited to:
- Increased awareness, interest and understanding of the Telfer School of Management and its impact (e.g. reach, visibility, familiarity, and brand attribute indicators as measured via campaign-related metrics provided by media agency, Globe and Mail, La Presse and Transit Shelter ads (TSAs) and Toronto Billy’s Bishop Airport – and/or other media channels.
Please note that creative, including ads, to support the Schools Vision and positioning have already been developed by a creative agency in conjunction with the Telfer School of Management and will be provided to the winning proponent.
The scope of this work is primarily for media buying and placement services.
