Wilfrid Laurier University’s Lazaridis School of Business and Economics is one of Canada’s largest business schools, but it prides itself on feeling small. Specifically, one of its defining strengths is the tight-knit community it’s created for its 6,000 undergraduate, graduate and diploma programs students and extended alumni network.

To drive enrollment in its MBA, Master of Finance and other postgraduate programs, the Lazaridis School undertook a major digital marketing campaign. With its goal of reaching undergraduate students and working professionals through social media and other digital channels, the campaign’s complex media buy presented a unique production challenge: the media agency required more than 300 visual assets in a variety of formats.

To be successful, the creative concept needed to do more than grab attention in a busy digital environment: it had to be adaptable enough to work across multiple sizes and formats.

Since 2019, Method Creative has helped the Lazaridis School stand out with distinct creative that showcases its value proposition. Early in our collaboration, we established brand consistency across the school’s postgraduate program marketing materials, developing a distinct identity for each program while retaining a visual tie to Wilfrid Laurier University

We grounded our creative approach in the school’s tagline – What’s inside sets us apart – and showcased the school’s close-knit community by taking a people-first approach. The creative centres on program graduates and testimonial quotes that reflect the school’s value drivers of innovation, future-readiness and hands-on learning. Quotes from program professors bring an added personal touch and give prospective students a feel for the school’s unique culture.

Not only did this people-centred concept showcase the Lazaridis School’s strengths and positioning in the market; it was spacious and flexible enough to translate into a multitude of static and animated assets.