Kaldor was selected to re-establish the University’s position as one of the best universities in Canada through strategically rethinking and redesigning its undergraduate recruitment communications both domestically and internationally. Specifically, we were tasked with identifying how U of T could increase their yield of top students once offers had been extended. Understanding that the offer stage is where universities lose a significant percentage of prospective students, Kaldor provided strategic solutions that addressed this critical decision-making phase in the recruitment cycle. Primary and secondary research gave us insight into U of T’s point of difference and guided our creative approach. An augmented reality experience created with internationally-acclaimed author Malcolm Gladwell, helped shed light on the incredible body of alumni.
Since the initial contract, our partnership with U of T has deepened our understanding of the University and afforded us the chance to impact many areas of the School. We developed the framework for U of T’s new students sites, domestic and international viewbooks, a social media campaign, a virtual tour and a number of videos. We redesigned the U of T admissions package. We designed an online admissions portal (Join U of T), a redesign of the U of T prospective student website and produced a campaign and video to support their “One Programs” initiative for first year students.
We were hired by the Faculty of Nursing at U of T to rebrand their faculty. Inspired by qualitative and quantitative research, our brand strategy lead to a visual identity design for the Faculty, as well as a redesigned website and videos.
Most recently, we were hired by the Faculty of Arts and Science, to help understand perceptions about undergraduate liberal arts study, and declining enrolment in specific programs. Our work was to inform the Faculty’s decision of what changes to make, if any, to accommodate shifting perceptions of the liberal arts and the undergraduate Arts and Science experience (both in the classroom and out). Our research study took us across North America, in one-on-one interviews with leaders and faculty at some of North America’s leading post-secondary institutions, in order to gather the opinions and trends of post-secondary thought leaders.
Our findings were compelling. A presentation to key members of the Faculty of Arts and Science at U of T made clear the trends and opinions of North American Schools. U of T was given clear data, and able to move forward with their decision making with the benefit of clear insight into the perceptions of students, faculty, alumni and parents.
We, at Kaldor, were compelled to investigate the thinking around liberal arts education beyond the scope of our work with U of T. We have developed key strategies for action and significant insight into perceptions of the liberal arts. If you are interested in discussing this fascinating and important topic, we’d love to hear from you.