Collège Militaire Royal
Digital / Strategy
Mandate
In 2015, the Royal Military College of Canada, located in Saint-Jean-sur-Richelieu turned to the Agency for a recruitment campaign. The objective was to reach an audience similar to the recruits already in post. Bob Henry had to work with a significant constraint: that of a very specific and targeted audience.
Achievements
Using a 2.0 approach, the Agency established strategies to identify qualified online users with similar backgrounds and interests as the recruits who had signed on in recent years, and encourage them to visit the website. The campaign was an immediate success, reaching 303,919 people, attracting 1,300 visitors to the Open House weekend, generating 222 requests for information and over 300 applications. The On a parlé à la cible! campaign was deployed exclusively on social media and generated a lot of interest that turned into a success story for the Military College.