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Video still from ZGM's "NAIT Domestic Student Recruitment" campaign featuring a dentist smiling and looking directly at the camera.
Three-image collage from ZGM’s "NAIT Domestic Student Recruitment" campaign showing a dental patient during an exam, reacting with a confused expression, and a tool tray branded with the NAIT logo and the text "Where employers want you to go."

winning attention in a crowded market

NAIT called on ZGM to craft a Domestic Student Recruitment Campaign that appeals to a diverse audience: high school students, mature students, and the unique demographic of 25+ students reflecting the average age of current NAIT students. Amidst significant reductions in international student visas in Canada, post-secondary institutions like NAIT have turned to actively recruit and connect with local students, an increasingly valuable and expanding audience. ZGM worked closely with NAIT to devise a focused strategy and produce an ownable campaign with a message that only NAIT could deliver.

Billboard from ZGM’s "NAIT Domestic Student Recruitment" campaign reading "Your future bass wants you to apply now" apply now is emphasized with the NAIT logo.

positioning NAIT as the path to employment

ZGM took on the challenge and conceptualized the “NAIT is Calling” campaign. This initiative was built on the insight that NAIT is the go-to place where employers want students to come from and even where future employers are eager to see applications. The campaign underscored the high employment rates of NAIT graduates, positioning the institution as the premier place to learn, up-skill, and step into in-demand careers. It was an authentic, genuine, fresh approach to showing why NAIT stands out as the best choice for today’s students.

Collage sequence from ZGM’s "NAIT Domestic Student Recruitment" campaign showing a young woman with headphones noticing a construction site, followed by a closing screen with the NAIT logo and the text "Where employers want you to go."

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