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Measuring the ROI of recruitment initiatives rooted in a new brand positioning


Atlantic universities face a looming shortage of students. While the number of 18-year-olds is dropping across Canada, the decline is most sharply experienced in Eastern Canada. Given the shrinking youth population, universities need to sharpen their recruitment messages and tactics to appeal to students both locally and from outside the region.


The Strategic Counsel developed ROI metrics to track and assess the impact of advertising aimed at prospective students and other core audiences. The research was designed to measure the ROI of new recruiting initiatives following the introduction of a new brand positioning and visual identity.


The annual tracking research has helped to significantly increase the university’s applicant base. The findings are used to make strategic adjustments to key messages and campaign tactics.

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