"Our focus is you"...isn't it?

Canada's Southernmost Hottest College
(aka St. Clair College) is a website I find myself on most of the time as a student, although I wouldn't say it is my favourite- or really even close for that matter.  
First lets start with the pros:


The college website is successful in showing its 'artsy' and creative side- which highly appeals to me.  The colour scheme is consistent and the viewer is able to recognize this green as the schools colour.  The website template used works well and is easy to navigate throughout all the various pages.
I noticed recently they created a banner on the right side of the screen that changes every few seconds to show different events and other content that may relate to the student or viewer.  Here they invite viewers to take place in the schools contests to win an iPad (a great idea considering the hype of iPads these days) as well as joining their Facebook group as a way of becoming more viral among the social network.  
Another great idea I see in the site involves its navigation menu.  By stating areas for different individuals such as "For students,"
"For Parents" "Allumni" and "College board and Staff" a viewer can make an easy choice as to decide what pages they will visit, therefore not wasting their time with pages that won't pertain to the viewers interests.


On with the good...in with the bad.


While the site is visually appealing (as I said before) St. Clair does a horrible job in keeping up to date.  The visuals on the homepage is the same as when I first enrolled at the college.  The same people doing the exact same thing every time! They should mix it up a bit and add different graphics- maybe something that actually relates to school, like students at the school or the different campuses- something that will relate more with the target then a bunch of people posing.
I also went on other college websites.  Senaca college has other sections and editorial content such as news.  This creates more interaction with the viewer and holds them onto the site longer.  St. Clair could do something like this.  They could also expand on the advertising of the college to potential students since they are kind of like a "brand."  They have competition...they have strengths...and they have to sell themselves, so why not?
Another faux paus I see with this site is that if you came on to find something in particular...you're in trouble.  There have been a few instances where I couldn't find what I was looking for and ended up having to ask another student for help- and I became really frustrated.  You would think "Opt out Cheques" and grad photos would have a somewhat high importance to be displayed somewhere in the home page.  Not in this case.  But thankfully my friend found it  =)


Visit the St. Clair college website at www.stclaircollege.ca and let me know if you have my back on this.

I Remember When...

Advertising has become a huge part of our lives (and not just because I happen to be in an advertising course).  In-fact, we probably don't realize how much advertising influences our lives.  The one thing we know for certain is what's certain today will not be certain tomorrow.  We also know how important it is to stay on top of the ever-changing trends and technology- for advertisers as well.  Take the newspaper for example- its going to be like a dinosaur to my grandchildren.  On top of the technology changes, the advertising business has undergone several changes.  It goes far beyond making big $$$ (although that is a bonus).  It has become rather part of an experience and relationship with consumers.  I couldn't tell you how many times lately I have been asked to sign up or fill out a survey.  Although many see it as as a nuisance, we have to look at the bigger picture here: they want to hear what we have to say!  It allows for a two-sided conversation, initiating a trust that ultimately builds relationships. And relationships are exactly what advertisers need to be successful.     
I remember back in the 90's when all ad's were full of cliches, corny music and laughable messages.  But the problem is, I can't remember a single one.  Perhaps the reason is because I was so young, but more likely because I didn't relate to them, nor did I find them interesting.  Take a look at the two commercials below and you will probably see what I mean and notice how things have changed.


http://www.youtube.com/watch?v=HAltMXMLEuo&feature=related


http://www.youtube.com/watch?v=-lei9wrQBuo&feature=related


However I can't say the same for today's advertising.  Recall is one of the things that brands and their advertisers thrive on.  Take the Superbowl for example.  The day after, everyone is talking about the amazing commercials they saw.  We could teach the 90's (and before) a thing or two about advertising don't you think?
      
As Social Media continues to grow and people continue to create new interactions and communities online, getting product recommendations from friends is only going to increase. I’d be shocked if in the next few years you asked 100 people where they get most of their recommendations to buy things and they don’t say Facebook, Twitter, Email, etc etc. It’s all coming from their friends because they are real people that they interact with (online or not).  That reminds me about the movie I saw the other night: The Social Network (great movie by the way).  One of the first things the creators did after expanding Facebook to other countries, was pitch to advertising companies.  They knew how much of an advantage it would give to them.  And they were right!


Its kind of scary to think of what advertising will be like in the next 50 years.  Look how far we have come in the last 20.  Feel free to share your "I remember" moment on advertising when you were young.   Cheers!


             

Reitmans One, Haute Couture Zero

Reitmans is a Canadian fashion retailer offering reasonably priced clothing designed for a mainstream target.  In previous years, Reitmans campaigns have targeted a broad audience of woman 18 - 54, however it created a bland perception when even the most mainstream of woman still want to look fashionable.  But what necessarily is "fashion."  Sure haute couture creations seem visually appealing on the pages of magazines and runways, however in daily life; they're almost laughable.   

This idea sparked into a campaign that took a stab at high fashion.  It features 2 fashion experts, used throughout all of the campaign, demonstrating how Reitman's fashions relate to the consumers' life compared to runway trends in various scenarios.  The slogan finally reads "Reitman's: Designed for Real Life."

http://www.youtube.com/watch?v=8L9bKeWrLiE

http://www.youtube.com/watch?v=j8vXotOIQU4

What makes it so successful you wonder?

When used with other media in the communication mix, each highlights each other to the best of their advantage.  TV commercials highlight the contrast between runway and real life, while online banners and out-of-home promote items featured in a specific season.  Furthermore, the campaign has created a unique personality and attitude that  seems to fit Reitmans rather perfectly, in spite of being in a category that is largely undifferentiated. 

In conclusion, the twisted spoof on "high fashion"  has created substantial brand awareness for the company and according to research, substantial growth as well.  The campaign has evolved beyond the idea and embraces a business mantra in all aspects of the Reitmans company.

Credit goes to TAXI advertising in Toronto