Nom du projet
Carrying a historic institution into the twenty-first century
Villa Maria high school is a co-ed private school that delivers personalized support in a motivating bilingual environment.
Going co-ed is a big deal. Especially for a 160-year old educational mainstay in the heart of Montreal. Villa Maria High School was ready to take the plunge in 2015, but with reticent students and the sector’s dated media buying habits, it was shaping up to be a rough process.
Villa Maria had to shed its “girls only” image while also showcasing the educational and technological innovations it had implemented to keep pace with a changing world.
Where to start? Get the word out – and get prospective students (especially boys) to the annual open house.
We knew that first open house would set the tone for years to come, so we worked closely with the school to start strong, with a total rebrand backed by new communication tools, an engaging ad campaign and digital media buys (to minimize waste and get a better picture of campaign results).
The best part? It set off a multi-year partnership that caters to the school’s evolving needs and helps us carry out more focused media buys.
Modernizing an institution’s image while staying true to its roots can be a delicate undertaking. We quickly found out that we had to cast off both nostalgic sentimentality and technological pipe dreams. We had to plant our feet firmly in the present. That's how Camden crafted an engaging, forward-thinking story without falling into the trap of buzzwords and platitudes.