President's Report 2007

Rant like Rick launches new student recruitment campaign

Memorial University of Newfoundland launched its new student recruitment advertising campaign early last year.

The campaign "Rant like Rick," based on the rant component of the Rick Mercer Report, featured two TV ads with a male and female student each ranting about some of the factors prospective students would consider when choosing a university.

This unorthodox approach to student recruitment was created with the university's new brand in mind. Last year the university launched a brand around the idea of "Become," aiming to highlight the university as a place of freedom, exploration and creativity.

The ads began airing last winter in movie theaters and on television in select markets: St. John's, Halifax, Ottawa and Kingston. The campaign included a contest component, and encouraged students across the country to send in their rant, with a chance to win free tuition. Three winners were selected last May, 2007. Stephanie Peters from Sydney N.S., Brandon Copeland from Wolfville N.S., and Melissa Hopkins of St. John's each won a tuition voucher for two semesters, currently valued at $2,550.