In recent years, Langara College’s Latin American Studies (LAMS) program has seen decreased enrolment. In an effort to help the department build awareness and increase LAMS course enrolment, marketing groups were tasked with developing an integrated marketing communications plan.
Our marketing group was tasked with determining the appropriate target market, preparing an overall theme, design the marketing collateral for the advertising campaign, developing a media recommendation, set the timing of campaign activities, and work within a budget of $20,000.
In an effort to attract 18-28 year old, domestic students to enrol in LAMS as a post-secondary elective, we chose to employ a rifle marketing approach. We recognized that there was a broad misconception of Latin America; people know particular food, music, or symbols, but little else. We chose to utilize stereotypes to attract out target audience, but encourage them to delve deeper into the arts, history, politics, economics, and culture of this region of the world. LAMS courses provide an interdisciplinary approach to critical thinking and analysis, so we sought to make that part of our media campaign. Latin America is more than just its oversimplified images and symbols. With our campaign we wanted to encourage our audience to enjoy even more Latin American culture.
The integrated marketing communication plan won the project contest and many of our proposals are being implemented by Langara College Latin American Studies.