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SFU's Here To Grow brand advertising campaign

November 05, 2020

All eyes were on SFU this September when the university welcomed our new president. It was an opportunity to express our collective pride and reinforce the university’s brand values and attributes.

Building off this success, SFU launched its Here To Grow advertising campaign this fall. The campaign showcases our brand values and attributes and acknowledges the unique times we’re in, which requires us to show care and reassurance.

The goal of the campaign is to leverage the halo effect of Joy’s arrival an amplify the attention we’re already getting through a paid ad campaign to get a surge of traffic on our key channels.

Here To Grow, which was distributed through a mix that included social channels and paid advertising, uses a strong, confident voice that is honest, down-to-earth and reassuring. The copy pushes our brand attributes ­– compassion, ready and approachable – to the forefront.

Three thematic videos were created that are in-line with SFU’s three pillars – Research, Community Engagement and Student Experience – which have always been important and are more so in these difficult times.