Challenge: UBC Student Recruitment first hired Kaldor in 2007 to strategically reposition its recruitment material. The goal was to increase enrolment of Canadian students, and specifically to attract students from outside BC. Based on our success, we were hired again in 2008 and 2009.
Thinking: Kaldor began with market research to understand the desires, needs and aspirations of prospective students and their parents. With academic excellence at the core of the brand and location providing the visual enrollment incentives, we informed the brand with other strengths: research quality, sustainability and global citizenship. These messages – along with original photography and strong information design that untangled complex information – were applied to all marketing materials.
Results: The new recruitment collateral boosted UBC’s domestic enrollment considerably in 2008 and continued to maintain its position throughout 2009. UBC posted a year-over-year increase of 50% from Ontario, 36% from Alberta and 48% from other Canadian provinces.
