Sault College gets 'real'

Sault College is taking a new, fresh approach in how it markets itself as it begins to recruit students for the 2017-2018 academic year.

“A lot of big brands like Apple or Nike have one word that really defines them…our single word that we’re going on this year and for the next three or four years, is ‘real,’” said Tony Bitonti, senior marketing planner, speaking to the college’s board of governors Thursday.

That will go along with ‘find the real you.’

That concept of ‘real’ was presented by Bitonti in a promotional video shown to the board featuring real professors (photos of Sault College faculty), real surroundings (photos of the Sault and area’s natural beauty) and real, successful careers (grads of the college’s aviation program at work, for example).

“Our brand is becoming unimaginative in its advertising and it’s really sometimes too focused on the technical side of a career…it’s not just about how much money you’ll make,” Bitonti told the board.

“A lot of millennials are focused on self (what their passions are) rather than stuff (material things to buy).”

After a soft launch, the college is advertising its ‘real’ brand through various forms of media for January 2017 admissions.

Some of the catchy marketing phrases to be used include; 

• ‘Do you love to build things or love things that help build you?,’ offering a choice between programs in construction or fitness studies
• ‘Do you love megabytes, mosquito bites, or love the smiles after taking a bite?,’ a choice between information technology, natural resources or culinary studies
• ‘Are you in love with the outdoors or were you meant to touch the clouds?,’ a plug for the college’s aviation program

Bitonti and Jamie Fata, the college’s chief information officer, began working on the new ‘real’ brand in June.

While courting the younger crowd, college officials said they will also continue to work on attracting 40-somethings who have lost their jobs through options such as Second Career training.