As a new player in a relatively saturated market, the US-based institution chose Toronto as its first satellite campus due to the city’s growing reputation for Innovation. The most important first step was to help the school find its place amongst its well-established Canadian competitors.

With four post-graduate programs ready for the inaugural school year, the institution needed a strong market position, refined messaging for the Canadian market, and a go-to-market strategy that made the most of a leaner set of impactful marketing channels in its first year.