Selfies for Success.
Behind the Scenes of the Marine Institute's Recruitment Revolution.
In the competitive world of higher education marketing, standing out is often as challenging as navigating through rough seas. But for the Marine Institute's recruitment campaign, an innovative idea not only set them apart but also led to a significant spike in enrollments. Here’s how a collection of selfies became a game-changer in education recruitment.
The Genesis of the Idea
The heart of this successful recruitment strategy was a book—a recruitment book that became the cornerstone for all other campaign materials. The big idea behind this project was born from extensive interviews with the Marine Institute’s (MI) staff and students. The insights were clear: MI students were practical, hands-on learners who sought to quickly transition from education to employment, minimizing debt and maximizing life experiences.
These insights led the creative team to an unconventional promotional strategy: showcasing life after school through the eyes of its alumni. The concept was to illustrate the potential careers, global opportunities, and personal adventures that awaited MI graduates. This was to be depicted through a book filled with 'selfies'—a novel idea at the time, especially considering this was over a decade ago, predating the Instagram boom.
The Challenges of Innovation
The main challenge was collecting these selfie moments. The recruitment and marketing departments initiated the effort by reaching out to alumni through instructors known for their deep connections with past students. However, not all courses were equally represented in the beginning, requiring more creative solutions.
I spearheaded additional efforts by personally reaching out to former students on Facebook—often at the risk of being blocked due to the high volume of messages. Spoiler alert, I was blocked on Facebook many, many times. This hands-on approach by an art director, typically behind the scenes, underscored the commitment to authenticity and personal touch that the project demanded.
Authenticity Over Perfection
Another significant hurdle was the varying quality of the images received. Many were far from professional; however, I didn’t see this as a drawback but as an advantage, adding authenticity to the stories being told. To enhance these images, I used a ‘secret sauce’ of cross-processing with grain, printed on uncoated stock to maintain the genuine, raw aesthetic that was key to the project’s appeal.
Design Inspiration and Execution
The design of the book drew inspiration from the Marine Institute’s own history, specifically an old captain logbook found among archival images. This influenced the layout of the course information pages, which were crafted to resemble sections of a logbook—concise, direct, and easy to navigate, allowing the compelling visuals to take center stage.
Impact and Legacy
The impact of the recruitment book was immediate and profound. For the first time, the institute could not keep enough copies in stock at recruitment events, leading to several reprints in the first year alone. The book’s authentic portrayal of alumni experiences contributed to a remarkable 35% increase in student enrollments following the campaign’s launch.
Reflections on a Career-Defining Project
Throughout the project, whenever the challenges seemed insurmountable, I remembered the words of my Creative Director, David Keating: "Imagine some kid in a small port in Newfoundland or Labrador picking up this book... and thinking to themselves, 'I can do that.'" This vision was a constant reminder of the profound impact our work could have on individual lives—a reminder that sometimes, the right picture can not only speak a thousand words but also inspire a thousand futures.
In retrospect, the success of the Marine Institute's recruitment book was not just a win for creative marketing but a testament to the power of genuine stories in forging connections and inspiring action. Selfies, indeed, for the win.
