CCAE silver award for Trent’s dynamic Legacy Campaign ad series featuring founding president Dr. Tom Symons, professor John Wadland, and chancellor Dr. Don Tapscott
Wednesday, June 11, 2014, Peterborough
Trent University has been awarded a top prize from the Canadian Council for the Advancement of Education (CCAE) in the 2014 Prix D’Excellence Awards – a Silver Award for the category Best Print Ad or Poster in the country for its dynamic and engaging series of print ads promoting the University’s Legacy Campaign.
The CCAE Prix D’Excellence awards, which were presented at a conference in Edmonton June 4-6, 2014, recognize outstanding achievements in alumni affairs, public affairs, development, student recruitment and overall institutional Advancement in universities across Canada.
The judges praised the Trent ads for being “entertaining and engaging” and “very appropriate to the target audience.” They also lauded the ad campaign for its clever tagline, “What will your legacy be?” and strong call to action.
The overall goal of the Legacy Campaign ad series was to create a personal, inspirational and provocative donor-centred advertising series that showcased individuals who either have already provided a realized estate gift to the University or already included Trent University in their estate plans. As part of the Legacy Campaign, the ads were used to encourage and entice others to become legacy donors at the University. Overall, the donor-centred advertising series was developed to demonstrate legacy giving on a human level that is personal as well as purposeful.
The key to the campaign was selecting and highlighting strong inspirational leaders for the ads. Each individual chosen is a well-recognized, highly-respected leader within their own communities. All Trent constituencies were covered with the series as it showcased alumni, faculty, retirees, community members and board members, highlighting that legacy giving is relevant and important for all people associated with Trent and our community. Individuals included: Dr. Charles Omole ’64, a small town Ontario surgeon from Nigeria; Erica Cherney, Trent’s first female Board chair; Trent’s founding president Professor Tom Symons; Dr. Deborah Berrill, founder of Trent’s School of Education; and more.
As a result of the campaign, the University has more than doubled its Legacy Society, welcoming more than 100 new members.
The 11-part ad series has been featured in Peterborough’s two local newspapers as well as in the University’s alumni publication, Trent Magazine.
To view the complete award-winning ad series and to learn more about the Legacy Campaign, visit www.trentu.ca/legacy.
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