Challenge: UBC Domestic wanted to give its Vancouver and Okanagan Viewbooks a complete overhaul in 2007 to create material that would be more strategic in selling UBC through key messages.
Our Thinking: Kaldor's extensive rebranding program confirmed two things: students are looking to attend a university that will guarantee a quality education and a spectacular location has the ability to compel students to move out of province. With these messages at the core of the Viewbooks, we highlighted UBC’s other strengths: research quality, sustainability and a “work hard, play hard" attitude. Original photography, copy and strong information design were used to untangle complex enrolment, program and admissions information. The campaign of materials included posters, stationery and a multimedia presentation.
Results: Preliminary 2007-08 numbers indicate UBC Vancouver applications have increased by six per cent overall and by 25 per cent in the rest of Canada. For UBC Okanagan, applications increased by 19
per cent overall and by 56 per cent in the rest of Canada.
