The Engineering department at CPIT required a side campaign to run alongside the generic student recruitment campaign. The target market was tertiary students with the intention of raising awareness that CPIT offered a three-year engineering degree instead of our local competitors who offered a four-year degree. The degree offered is a lot more hands-on/practical than other degrees available hence the messaging ‘Practical-ly Awesome’. The advertisements were placed on billboards, buses and bus shelters outside of the competitor’s campus, advertised in their student magazine and flyers were handed out at the Christchurch careers expo. Although a more casual approach was applied this still adhered to the style of the main recruitment campaign with the underlying theme being ‘Spend your time wisely’. This phrase was the main theme of the 2014 recruitment campaign.
