Innovative digital marketing campaign at Royal Roads gets noticed

November 28, 2014

Royal Roads University’s innovative new marketing campaign has caught the attention of local media and several marketing publications. The "Future View" campaign used Google Glass and GoPro cameras to allow viewers to get real-time video feeds of campus tours, lectures, and Q&A sessions with faculty. The video content was streamed on a microsite, and featured on social media sites including Twitter, Facebook, LinkedIn, and Google. The campaign also included “glimpse into your future” events on Facebook, and custom LinkedIn profiles showing students their “future selves.” Catherine Riggins, Director of Branding, Marketing and Recruitment, noted the advantage of the digital marketing approach to engagement tracking. “We’ve never done anything like this before. This is the first campaign I’ve ever done with no traditional media in it … with print and traditional campaigns—it’s great for awareness, but you can’t connect the dots in terms of conversion,” she said. Marketing Magazine | Victoria Times-Colonist | Strategy | Campaign Microsite