Memorial University’s Distance Education and Learning Technologies (DELT), in collaboration with Dory Advertising, has won two national marketing awards from the Canadian Association for University Continuing Education (CAUCE). The awards were presented to DELT on May 29, 2008, during an awards luncheon at the CAUCE 55th Annual Conference and General Meeting in London, Ontario.
The awards received by DELT were in recognition of their Complete your Degree from Wherever distance education campaign, and include Best in Collateral Materials as well as Best in Show for the campaign’s radio spots.
Ann Marie Vaughan, director of DELT, and Peggy Miller, DELT’s marketing and business development manager, attended the CAUCE conference to accept the awards.
“The CAUCE Marketing Awards competition attracts competitors from leading universities across the county, so these awards are a real boost to the creative energy of those who have contributed to this achievement,” said Ms Vaughan.
The Memorial@Home marketing campaign aimed to increase enrolments and create brand awareness among members of the general public and Memorial University alumni. Targeting mature learners and those who are looking to complete their degree or advance their career through online or distance learning, the campaign disseminated its message through local radio advertising and used a multifaceted approach to reach a wider audience in larger metropolitan markets nationally.
In addition to attracting industry recognition, the Memorial@Home campaign was considered to be a success as enrolment in distance education remained stable during the fall 2007 semester and increased by 3.4 per cent for the winter semester when compared with the same time in the previous year. A unique URL mentioned in each radio spot also drove internet users to the DELT website, doubling their number of website hits and ultimately increasing their exposure.
CAUCE – a professional association comprised of deans, directors, administrative personnel, and practitioners whose careers are in university continuing education – holds a competition each year to recognize innovation and excellence for marketing initiatives in a number of categories. The 2008 conference was the 55th annual meeting of the association, and was hosted by Continuing Studies at the University of Western Ontario.