Challenge: To maintain its position as the top college in BC, Vancouver Community College (VCC) wanted to increase awareness of its programs, its ties to the community and its graduates’ successes.
Our Thinking: We started with an in-depth research and survey initiative in order to best understand the current state of their brand. We then created an awareness-building print and outdoor campaign that directly addressed VCC's communications needs. The "VCC is here" message illustrated the impact and scope of the college to the general public and showed that VCC's students and graduates position the college as a strong and indelible force in the community.
Results: The campaign boosted community recognition of VCC, while strengthening the shared sense of purpose among VCC employees and students. Its success prompted us to create a follow-up to the campaign — still running today — that highlights new education opportunities.
