By Matt Semansky

St. Catharines, Ont.-based Brock University has launched a print and online advertising campaign in support of a major fundraising initiative.

The campaign, developed by St. John's agency Target, debuted with an ad on the back cover of Maclean's 2009 Guide to Canadian Universities. The ad features a split-image of a Brock student, with half of the page featuring a photograph of the biological sciences major and touting his academic credentials and the other half showing a painting of him playing the saxophone. The tagline is "For both sides of the brain." The ad introduces the university's new logo, also designed by Target, in which the "o" in Brock is rendered as an individual fingerprint.

Martha Nelson, associate vice-president, marketing and communications for Brock University, said the campaign is part of the school's effort to position itself as a producer of well-rounded students.

"It's really based on research about what makes Brock unique," said Nelson. "We have always placed a very strong emphasis on experiential learning. Not only are students involved in rigorous academic programs, but they're able to discover another side of themselves through the learning environment here."

The ads also support a fundraising campaign, launched earlier this year, entitled "The Campaign for a Bold New Brock." The university is aiming to raise $75 million to upgrade facilities, fund more research and offer more financial assistance to students.

The Maclean's ad is the first in a broader print and online campaign set to launch later this month.

Target was awarded the Brock rebranding assignment following an RFP process last fall.

Originally published in Marketing Magazine, April 2009