Northern College is proud to announce the launch of its new brand ‘GO NORTH’; a simple message and call to action which the institution is confident will resonate with learners seeking a brighter future in one of the country’s fastest growing economies.
Northern College Executive Director of Director of Marketing, Communications and External Relations Jaret Dicks and Northern College President & CEO Mitch Dumas pose with one of the Institution’s recruitment vehicles, displaying Northern’s new ‘GO NORTH’ ‘STAY NORTH’ branding.
The new brand is part of a five year marketing and recruitment strategy designed to reach potential learners from northern Ontario and across the country. In keeping the message simple and actionable, the brand allows the focus to remain on the quality programs Northern offers along with the high employment and job satisfaction rates enjoyed by Northern grads.
“The post-secondary landscape in the province and the country is incredibly competitive,” stated Jaret Dicks, Executive Director of Marketing, Communications, External Relations and Recruitment at Northern. “This campaign, the brand and message represent a clear opportunity for future students: ‘GO NORTH’ or ‘STAY NORTH’ for a brighter future, for fantastic, career-oriented programs, for smaller class sizes and the kind hands-on learning that gets you hired and allows you to grow into a successful professional.”
This new branding is supported by modern, data-informed marketing practices coupled with tried and true traditional recruitment approaches, allowing Northern to delve into new markets while maintaining the personalized touch the institution is known for.
“Consistency, exposure and familiarity are the main goals of this refreshed marketing approach,” stated Dicks. “Rather than make small changes and improvements to existing branding each year, we’ll be maintaining this core messaging year over year for at least five years or longer.”
“This will be critical to building and maintaining brand familiarity as we extend our advertising and recruitment reach into new domestic and international markets,” added Dicks.
The brand consists of two separate, but interconnected messages: ‘GO NORTH’ is the primary advertising message for areas outside of Northern’s home region and ‘STAY NORTH’ for messaging closer to home.
“Northeastern Ontario is experiencing a productivity boom like nothing we’ve seen in decades; industry expansion, job creation and an uprecedented demand for highly skilled professionals,” stated Mitch Dumas, President & CEO of Northern College. “We are in an incredible position to serve as a talent pipeline to support this growth and in order to do that effectively, our promotional and recruitment efforts must be effective, catchy and representative of what an education at Northern can provide.”
Northern is confident this refreshed identity, combined with proven recruitment techniques will continue to boost domestic enrolment at each of its four campuses, supported by new facilities, and newly refined program offerings.
“Our campus communities are a destination for those looking to build a life for themselves in a region that provides an earning potential and quality of life you won’t find in other parts of the province,” added Dumas. “What we’re offering is some of the best post-secondary programming in the province, located in a place where building a future – on your own terms – is a realistic and attainable prospect.”
If students are looking for a tangible, effective pathway to a well-paying career in one of Canada’s fastest growing economic zones, the message from Northern College is simple: ‘GO NORTH’ and ‘STAY NORTH.’
