"Discover" is the word that grounds Continuous Professional Development in the Leslie Dan Faculty of Pharmacy. It is demanding, exciting and enticing. It reaches out to the target market and clearly defines the benefit.

Using layers of rich colour and vibrant imagery with solid benefit statements, we convey concepts of teaching, learning, the environment, traditional and natural medicines and pharmacy. The result is clear, concise and streamlined communications that drive the viewer to the website for additional information and registration.

The line "Get a CHRP working for you" works on two platforms. It speaks to the employer market - look for the CHRP designation, hire someone with a CHRP designation, and the HR market - get your CHRP designation, it will help you reach your career goals. The corporate materials speak directly about CCHRA and its role with the CHRP designation - Ensuring Excellence.

The woman chosen to represent the brand speaks of accomplishment. She is proud, has energy, power and friendliness, while still maintaining a look of professionalism. She exudes everything that the CHRP promises it will deliver.

A campaign was developed to target the reasons that may compel someone to continue their education, rather than market the individual programs themselves. People want to leap forward in their careers, not "inch" forward. Motivational lines including "want the corner office?" suggest a promise of advancement.

A series of generic ads were developed around this concept. In instances where a specific program was being targeted to a specific market, ie. nursing, the "Leap Your Career Forward" becomes the headline. All programs are identified by a program number which we brought into the fold of the brand, ie. Career Move #07481 Nursing Management.

The primary objective of the MASS brand was to develop a motivational brand platform that drives potential customers to call for a FREE quote. The imagery (three apples) is bright and playful, and easily supports the statement "See the difference?"

Our goal was to cut through the clutter and challenge our audience to take action by inviting them to call for a quote and compare. We conclude with the message "Take a bite out of your premiums today", which offers an assurance of a benefit.

We present a question to our audience with "missing something", asking them to consider their IT needs and how their business could be improved. We have placed emphasis on the "I" and "T" (in missing something) in a clever, yet subtle way to further emphasize the category their message is aimed at.

C.I.M. Solutions is presented as the company that will get them results and solve their IT problems with "find IT here", using the "ping" as the activator. As a final promise the brand is supported by the tagline "we make IT work".

Using the statement "With a 93% overall job placement rate..." delivers the promise of employment. "Seating is Limited" reflects the popularity of the programs and the limited number of students that will be accepted, urging students to apply now. Imagery of chairs are used to reflect the individual programs in a unique and eye-catching twist from people imagery.

We used the bright yellow colour to represent their happy and spirited personality and went out with a message that screams "make me happy". Taking advantage of the target markets disenchantment with their banks, the Credit Union identifies the one area that they can really shine through on - personalized service.

Real members were shot in a full day photoshoot to maintain the personality of the institution. The headlines are bold and demanding, reflecting the member's attitude of empowerment. The copy offers a clear competitive advantage and a call to action "come in. compare. come out ahead." in a straightforward, everyday language.