Yours Truely

Open Learning kicked off its peak September enrolment period with a new ad campaign in hopes of garnering greater awareness and increasing student enrolments.

It is not by chance that the Thompson Rivers University acronym, TRU, lives in the new campaign’s headline - TRUe Story. The obvious pun, followed by a real student story, aims to resonate with its audience with a simple, focused and emotional appeal: If I can do it, you can too. Credible and compelling stories from real Open Learning students are being used to distil the essence and uniqueness of Open Learning and highlight positive end results. The story-telling approach aims to open up communication with the audience as a dialogue: “Here’s my story. What’s yours?” It is about people sharing with other people. Similar to what Twitter and Facebook do, TRUe Story is simply acting as a conduit for people to get their stories out, essentially making this a campaign written by the people, for the people.

The TRUe Story marketing initiative differs from previous years by reaching out to students on a more emotional level. From an advertising perspective, the campaign intends to inspire and build trust.

The marketing idea, however, is rooted in basic knowledge about purchasing decisions. In general, decisions are based on one of two emotional drivers: a want or a need. Whether these make people feel complete, happy, fulfilled, successful or any other combination of feelings, these emotional drivers become the foundation for buying. In regards to what Open Learning offers, some key emotional drivers that reflect our demographic (primarily 25 years and older) include: increased knowledge; self-confidence; financial gain; advancing employment; promotion; and general self-improvement. Telling TRUe stories aims to make an emotional connection with potential students, highlight the positive outcomes and in turn, urge them to trust in TRU and themselves and ultimately, enrol.

Another important aspect of the campaign is its diligence in dispelling common myths that may deter people from enrolling in online or distance education. Myths such as: “online degrees are less credible;” “online credentials are easier to attain than on-campus equivalents;” or “employers and other institutions don’t value open institutions.”

The promotion of TRUe stories surrounding online and distance education opportunities dispel other common misunderstandings such as the belief that returning to post-secondary studies means an individual will be unable to fulfill other life commitments or will have to begin their education from scratch. One of the new ads features Morgan Evans, an Open Learning alumnus, who completed his Bachelor of Arts, Psychology through Open Learning and moved on to Medical School at the University of British Columbia. Another ad showcases Meghan Pacheco, a single mother who completed her degree while working full time. Both stories drive the positive message of possibility and opportunity, while breaking down misconceptions about Open Learning.

The scope of the campaign enables the message to stretch far beyond student success stories. TRUe stories can be found everywhere and focus on anything from staff and faculty to OL buildings, history, partnerships, programs or any other pertinent piece of information that addresses a need and requires a call to action.

The campaign also goes beyond typical media outlets including newspaper, transit advertising, radio and mailers and promotes Open Learning success stories through social media channels and on the Open Learning website, calendar and viewbook.

To help incorporate the new campaign on the website, Open Learning is running a promotion off the homepage (www.truopen.ca) until December 2010. All current Open Learning students and alumni are being asked to submit their personal success story to be eligible to win $500 off their Open Learning education and be featured in the new TRUe Story book, a compilation of inspiring student stories. The objective of the contest is to build up a bank of student success stories that are motivating to individuals who are unsure about returning to school or starting for the first time.

The overall look of the campaign is clean, simple and honest - the exact vein of the message. The stories represent real OL student stories and the photographs are all original. Each ad offers positive reinforcement, encouragement and a clear idea of what a student’s end result could be. In a time where education is becoming more of a commodity and consequently advertising is becoming more “salesy,” this campaign strives to be different. It provides reprieve in its simplicity and honesty and strengthens the merits of Open Learning as a viable alternative to in-class course-taking.