York University – Markham Campus

Introduction:

York University, located in Toronto, Canada, is one of the country’s largest and most prestigious institutions, renowned for its commitment to academic excellence, innovation, and global diversity. In a strategic move to expand its global footprint, York University launched its new Markham Campus, offering future-ready programs for international students. With a vision to attract students from the UAE, York University engaged us to lead their PR and Influencer Marketing efforts in the region.

Challenge:

As York University prepared to launch its Markham Campus, the primary challenge was creating strong visibility and interest among prospective international students in the UAE. The campaign needed to highlight the new campus’s value proposition, including scholarship offerings, career-oriented programs, and its location in Toronto—Canada’s business and financial hub. The key objective was to generate awareness, build trust, and influence student decisions through local media and influencer-led storytelling.

Solution:

To address these challenges, we executed a two-pronged campaign strategy combining high-impact PR placements with influencer-led content designed to resonate with the UAE audience:

Public Relations Strategy:

• Published feature articles in leading UAE publications: Gulf News and Khaleej Times, reaching millions of potential students and parents.
• Designed and delivered 4 custom visuals that were featured on Khaleej Times’ social media platforms, amplifying visibility and reach.

Influencer Marketing Strategy:

• Collaborated with two prominent influencers in the UAE education and lifestyle space.
• Developed tailored scripts focusing on: Career-ready programs in AI, software development, entrepreneurship, and finance.
  – Scholarship offerings valued at $4.25 million CAD (approx. AED 15.6M).
  – Small class sizes, hands-on learning, and work-integrated opportunities.
  – The benefits of living and studying in Toronto, one of the world’s safest and most dynamic student cities.

Results:

The integrated PR and influencer marketing campaign delivered measurable impact:

• High Visibility: Prime media placements in top-tier publications increased awareness and credibility of York University in the UAE market.
• Audience Engagement: Influencer content generated strong engagement and inquiries from students interested in studying in Canada.
• Brand Trust: Highlighting York’s global rankings and scholarship programs built confidence among prospective students and their families.
• Localized Impact: Campaign messaging was successfully localized, making York’s offering more relatable to the UAE audience.

Conclusion:

Through a strategic mix of media partnerships and influencer storytelling, York University successfully amplified the launch of its Markham Campus in the UAE. The campaign not only boosted awareness but also established York as a preferred destination for higher education among international students seeking quality, career-focused education in Canada. This case stands as a testament to the power of targeted communications in driving international enrollment.