Challenge: In 2008, UBC Domestic Recruitment challenged Kaldor to create communications that complemented the 2007-08 redesigned print collateral with new forms of communication that provided immersive experiences with the UBC brand.
Our Thinking: Kaldor led a strategy process resulting in a single-page diagram that visually mapped UBC’s entire marketing communications landscape. Armed with this brand-planning tool, we determined the focus for the 2008–09 materials. Kaldor led the strategy, content and design of a variety of interactive brand communications: a multimedia recruitment presentation, six videos and Vancouver and Okanagan online tours. We also updated the viewbooks to remain consistent with the brand strategy.
Results: 2007 marked the beginning of the UBC Domestic-Kaldor relationship and resulted in a banner UBC recruitment year that saw out-of-province student registration surge. Although recruitment numbers for the 2008-09 season will not be available until spring, feedback from prospective students, parents and UBC recruiters has been overwhelmingly positive so far.
See the virtual tours here
