Appealing to students

Like a thunderbolt it hits you, and with that I'm left to thinking Fanshawe is finally onto something.

I am speaking of course about Fanshawe's latest marketing initiative that is everything past marketing strategies are not. The new campaign is visually dynamic, appeals to the population it aims to recruit and is incredibly consistent across various mediums. What could possibly be wrong?

Unfortunately word has seeped out that some of the resident suits and skirts (read older and wiser) college staffers aren't as warm and fuzzy about the new marketing scheme as I am. I guess there would be some negative reaction to a new campaign that positions Fanshawe as a hip dynamic place with programs that appeals to a broad range of students. Even more appealing is the brochure campaign uses students as their models. I know I've seen some of the kids on campus. How can you miss the guy with the huge afro-type hairdo on the motive power glossy?

I was even more impressed with the campaign after seeing the brochures then seeing the television ads, and seeing the remarkable consistency in the visual appeal. Yes, I couldn't believe that Fanshawe did that!

Even more remarkable I was able to sit through a Fanshawe ad without rolling my eyes and shaking my head and thinking what are they doing. I'm more than pleased to think the TV ad featuring a myriad of students in different areas of the college looking uncomfortable in a poorly staged way doing what they do has been scrapped. Every time I saw that ad I wondered who in the blue hell would want to come here after seeing that? Not to mention that the production values looked like something I put together for a high school project when I was 16… Quentin Tarantino I am not. The new television campaign is slick, appealing and holds your attention, everything you should want in a marketing campaign.

I think what gets lost on many staffers here is they forget who they are serving. There is a tendency to appeal to the geriatric crowd when what is needed is an appeal to young adults. It may seem fine to market yourself with students on grad day throwing in the air those silly cardboard hats (do they still do that or is that nostalgia at work and movies?) but prospective students today aren't drawn in that cheesy way anymore. Today's kids would rather know how to build a half pipe or pimp their ride then dream of grad day.

Ultimately no amount of marketing can mask the quality or lack thereof of the programs being offered. This latest marketing campaign I believe will help attract students to Fanshawe, and once in the door it is Fanshawe's responsibility to deliver a grade A education.

Sometimes it is hard to embrace change, but society is continually evolving and so must everyone, like it or not. These are the first steps to breaking out of Fanshawe's old mould and positioning the college from a marketing prospective to remain competitive against other colleges and universities for future students.

Kudos to those who have seen the light and dare to change how people see Fanshawe College.

Editorial opinions or comments expressed in this online edition of Interrobang newspaper reflect the views of the writer and are not those of the Interrobang or the Fanshawe Student Union. The Interrobang is published weekly by the Fanshawe Student Union at 1001 Fanshawe College Blvd., P.O. Box 7005, London, Ontario, N5Y 5R6 and distributed through the Fanshawe College community. Letters to the editor are welcome. All letters are subject to editing and should be emailed. All letters must be accompanied by contact information. Letters can also be submitted online by clicking here.