How higher ed institutions are using convocation as a marcomm tool
By Ruba Hassan | Dec. 7, 2022
When the pandemic first hit in 2019, graduating students from universities and colleges across Canada were disappointed to learn that their in-person convocations would be cancelled or postponed. Amidst unforeseen circumstances, higher ed institutions tried to adapt with virtual and live-streamed convocations to celebrate and engage students stuck in lockdown.
This year, in-person convocations are finally back. However, for many higher ed institutions, they are much different than pre-pandemic celebrations. This is because many post-secondary schools took lessons from the pandemic, and learned to capitalize on the high communications and marketing value of convocations. From student-generated social content and Spotify playlists to digital swag, these Canadian schools maximized the marcomm opportunity of convocation in 2022.
Humber College uses convocation as a branding opportunity with digital swag
To help graduates celebrate convocation, Humber College prepared various Humber-branded virtual tools students could use on social media. Humber Giphy stickers were made available for use on Instagram, Tik Tok and Facebook, and graduates were encouraged to post their photos and stickers with the hashtag #HumberGrad. Augmented reality filters were also available to make graduate photos extra special, such as a Humber blue carpet for Instagram.
On a Humber Instagram story campaign, graduates were also encouraged to share their best memories at Humber, advice for new students and favourite places to study, and tag friends. All these tools allowed the Humber brand to spread across social media platforms with the help of graduating students who were already eager to share their great accomplishments.
Brock University invited grads to explore campus with a photo trail map
Brock University offered a celebration toolkit for graduates containing similar items to Humber’s digital swag with the addition of a photo trail map. The map pointed out the most iconic and scenic spots on the Brock U. campus where grads could take photos and share them on social media with the hashtag #BrockUGrad. Thanks to its savvy convocation-related marcomm efforts, Brock got to showcase its beautiful campus to the world with help of its graduating class and social media.
York University brought the party with a music playlist
In an effort to appeal to a new generation of students, York University included a music playlist to help graduating students enliven their convocations. The playlist was curated on Spotify and included celebratory songs submitted by students. York U. started compiling these convocation playlists during the pandemic for virtual convocations. This year, despite finally being able to hold in-person celebrations for graduates, the university is continuing this new music playlist tradition with a Class of 2022 playlist that is available on Spotify.
Western University celebrated grads with Stories of Convocation
To celebrate the return of in-person convocations, Western University created special convocation coverage titled Stories of Convocation. The communications initiative introduced honorary degree recipients and their accomplishments, as well as standout individuals from the graduating class. It also highlighted what graduates could expect from their convocation ceremonies.
The University of Guelph ensured the whole neighbourhood knows a #GuelphGrad lives here
While large indoor gatherings are now allowed, many graduates and their families may still be uncomfortable with or incapable of celebrating in person. For that reason, the University of Guelph is still live-streaming convocations, and keeping those celebrating from home in mind when preparing convocation marketing materials. Other than engaging graduates online with the #GuelphGrad hashtag, profile picture frames and cover photos, Guelph also created and made available a lawn sign with the university’s logo and signature colours. The sign read “Proud #GuelphGrad Lives Here,” so you can go big and go home.