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BISHOP’S HIRES CREATIVE FIRM Montreal-based BW will lead branding and communications campaign

Sherbrooke QC - 18 December, 2007

Bishop’s University is pleased to announce it has selected BW – An Upperground Agency – to develop its branding and communications campaign for 2008-2009. This is a bold move for Bishop’s as it marks the first time the University has hired an outside communications firm. BW will begin working with the University effective immediately.

“With an increasingly competitive environment for the best post-secondary students, we felt it was time to work with an outside partner,” states Jonathan Rittenhouse, interim Principal. “We need to clarify our message to prospective students and their families to ensure they understand what Bishop’s truly stands for. We proudly boast some of the smallest classes in Canada, diverse and flexible academic programs, dedicated faculty, and, we believe, one of the best undergraduate educational experiences in North America. We can no longer continue to be Canada’s best kept secret.”

The University has spent the last ten months looking at various possibilities and firms to work with. Four companies have made presentations to Bishop’s over that period, including traditional advertising agencies as well as firms specializing in student recruitment.

“This is extremely exciting for Bishop’s University,” said Jocelyn Molyneux, President of the Students’ Representative Council. “Our student leaders have met with BW and we know they can help Bishop’s better target and speak to the 18-24 year old market.” Improvements will include a new University website set to launch in mid-January.

Montreal-based BW started up in 2007 and specializes in word-of-mouth marketing and non-traditional communications campaigns. Affiliated with advertising agency Bleublancrouge, BW has already conducted campaigns for Ubisoft, the Montreal Police, Burger King and Base Energy Concept.

The BW approach, outlining creative ways to use alumni and students as ambassadors, and their understanding of the true Bishop’s brand, helped win the mandate.

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