Issue link: https://www.e-digitaleditions.com/i/56539
Spotlight Right Message, Right Time lucky?" These days, not many people are feeling as if they've hit the jack- pot. But with messages like this one, Cass Business School in London wants people to feel as if they can emerge from the recession as win- ners in their careers. As part of its new brand-building campaign, Cass recently developed five advertisements that combine the character of London's financial cen- ter, the uncertainty of the economy, and the value of business education. The ads are being used in a variety of print publications, including the Financial Times and City A.M., a daily financial publication in London. Two ads encourage people to enhance their credentials, featuring tag lines such as "In a slowdown, get on the fast track" and "In crunch times, do yourself credit." Other messages—such as "In a shrinking economy, stand tall" and "Don't just survive, thrive"—emphasize the potential for personal growth. Designed to resemble London's iconic street signs, ads from Cass Business School are displayed throughout the commuter station at Canary Wharf, an important local financial district. We wanted to convey the message that it's not all gloom and doom. The ads have an element of humor. —Nikki Dumbleton Before releasing the ads, the school tested them with focus groups who enjoyed their positive message, says Nikki Dumbleton, marketing manager of the specialist masters pro- gram at Cass. "We wanted to convey the message that it's not all gloom and doom. The ads have an element of humor," she says. "We want to let people know that this is a time to 'skill up,' whether it's to safeguard their current positions, enhance their chances at finding a new position, or do something completely different." The ads incorporate a simple white, black, and red design and 72 BizEd MARCH/APRIL 2009 straightforward font style intended to resemble London's iconic street signs. Above each message is the school's crest, also reminiscent of the crest of London, says Dumbleton. The promotion is part of a larger "domination campaign," in which the school is disseminating its mes- sages on street displays, in print, and online. As part of the campaign, the school has placed ceiling banners and displays throughout the train station at Canary Wharf, the city's second financial center and one of its busiest commuter hubs. The school viewed the economic times as a chance to promote greater awareness of its brand, its location in the middle of London's "financial mile," and its portfolio of courses to those looking to refresh their skills. But the campaign does more than promote the school; it tells a story, says Dumbleton. "It's a story that illustrates just how institutions and individuals can adapt and react to financial uncertainty." ■ z "It' s recession roulette. Are you feeling