As a Canadian College marketing thought-leader, Centennial College wanted to
develop a new strategy to reach perspective students. The goal of the campaign
was to raise awareness of the college amongst prospective students while
building an SMS opted-in database of interested students.
Centennial College successfully implemented a text message contest obtaining
over 300 SMS opt-ins by the end of the Ontario College Fair. Through-out the duration of the
campaign, Centennial College had over 700 subscribers opt-in to their campaign. Students
entered the contest to win an iPod Touch as well to receive SMS alerts from Centennial College.
Following the Recruitment Fair, Centennial College used the database to send interested students
an invitation to the Centennial College Discovery Day. “The text message solution was a great
choice; it allowed us to reach prospective students in real time
through a medium that they preferred.” – Prafulla Prabhu,
Director Marketing, Digital Communications, Centennial
Students were instructed to text “Centennial” to 123411 to
sign up for Centennial College alerts and for a chance to win
an iPod Touch. The call to action was printed on Centennial
College booth signage, promoted by Centennial College booth
representatives and spread through word of mouth amongst
students during the day of the event.
- Over 700 subscribers opted-in
- 95% of alert subscribers signed up via text
- Over 1100 messages were sent as part of the campaign
About Centennial College
Centennial College is Ontario’s first community college, established in 1966, primarily serving the
eastern portion of the Greater Toronto Area through four campuses and seven satellite locations. It
has a record of exemplary teaching, innovative programming and extensive partnership building.
Centennial is recognized as one of the most culturally diverse post-secondary institutions in
Canada. Almost 100 ethno cultural groups are represented and 80 languages are spoken on
About Higher education Marketing
The Montreal-based Higher Education Marketing has over a decade of experience in providing
Internet marketing solutions for schools, universities and community colleges of all sizes. Higher
Education Marketing specializes in Google Analytics, Education Lead Generation, Search Engine
Optimization and Pay Per Click, among other education marketing tactics and tools.