Target goes back to school – As AOR for College of the North Atlantic

Target is officially going back to school – as AOR for the largest college in eastern Canada.

With more than 25,000 students and 17 campuses across Newfoundland and Labrador, College of the North Atlantic offers nearly 100 full-time programs and more than 300 part-time courses. In addition, the College has operated a technical college in the State of Qatar since 2002. This campus is Canada’s largest educational footprint outside the country. The College celebrated its 50th Anniversary in 2014.

“We conducted a wide and rigorous search,” said Stephen Lee, Manager of Marketing and Communications for the College. “And that search led us to Target. We were really impressed by Target’s track record for deep strategic thinking, Tier One award-winning creative, and smart online and digital experience. In addition, Target has ground-breaking brand and advertising experience with several post-secondary institutions across Canada.”

“It’s a little déjà vu all over again,” said Noel O’Dea, Target’s Director of Strategic and Creative Planning, in a tip of the hat to Babe Ruth. (In a previous life, O’Dea spent 10 years as a tenured Professor of Marketing and Advertising.) “I’ve always been a keen believer in the critical importance of learning and education. That’s why we are so excited by this opportunity to reposition and differentiate the College in an advertising landscape best described as a sea of sameness.”

O’Dea went on to say “We’re on a mission here. A mission to make sure that everyone has an opportunity to acquire the knowledge and skills for a rewarding career, and for their own personal and professional development. Wasn’t it Houdini who, when asked to reveal the secret behind his masterful escapes, remarked, ‘It’s my brain that sets me free.’ Exactly!”

Target is now “up to its eyeballs” in research and planning and developing a new Strategic Compass and new Creative Platform for the College. As AOR, it is responsible for strategic planning, creative and design,and media strategy, planning, and execution. The first work is expected to be in market by early summer.

College of the North Atlantic

College of the North Atlantic is a community and technical college that exists to advance the labour force, industry, and training needs of Newfoundland and Labrador, both at home and abroad. The college fulfills its mandate through the development and delivery of introductory and advanced educational programs, through partaking in applied research and technology activities that benefit communities and industry, and through operating as both a student-responsive and labour market results-oriented institution.