Breaking into a crowded education market is hard enough, but doing it authentically is even harder. In 2025, Focus College BC faced both challenges at once. Larger universities with bigger budgets were dominating the conversation, and the communities that needed access to education – most Indigenous learners, newcomers, and first-generation students – were largely being overlooked. Focus College set out to change that, not with a louder marketing push, but with a more meaningful one.
Here’s a summary of the award-winning campaign that proved inclusivity is both the right thing to do and a real growth driver.
The Objectives
Focus College needed to grow awareness and enrollment while demonstrating a genuine commitment to reconciliation, equity, and community trust. Tied to the launch of its new Surrey campus, the campaign aimed to build a story that connected institutional growth to core values, reaching the communities that traditional higher-ed marketing consistently left behind.
The Strategy
Rather than leading with polished advertising, the strategy connected inclusivity with real opportunity. Scholarships, Indigenous partnerships, and authentic student stories became the foundation of the campaign positioning Focus College as a place where diverse voices and student success are genuinely front and centre. The goal was for students and communities to see themselves in the story, not just in the margins of it.
The Process
The creative approach was rooted in authenticity from the start. Real student voices were amplified, scholarship opportunities were highlighted, and community partnerships were showcased to demonstrate that inclusivity at Focus College wasn’t a slogan; it was structural. The tone was kept respectful, welcoming, and human, with visuals and language designed to make people feel seen and supported rather than targeted.
The Content
Tactically, the campaign updated Focus College’s website and SEO, ran DOOH and geofenced ads in diverse neighbourhoods across Surrey and Abbotsford, and leaned heavily on student storytelling to keep the campaign community-driven. Every touchpoint worked together to reach the right people in the right places, and connect with them on a personal level.
The Result
In just four months, the numbers told a clear story: website traffic jumped 42.7%, scholarship inquiries grew 38%, and qualified leads rose 27.3% over the previous quarter. The campaign reached 1.2 million impressions across Surrey and Abbotsford, and applications tied to scholarship promotions climbed 22.8%. But perhaps more importantly, two new Indigenous and community organization partnerships were established, laying the groundwork for long-term trust that no metric can fully capture.
Focus College BC received the Inclusive Marketing Award from BCAMA, in recognition of a campaign that proves leading with values and smart strategy can move an institution forward in ways that matter.
