University of British Columbia

UBC needs almost no introduction in British Columbia. Surrounded by beaches, forest and mountains and with a spectacular academic record, it is revered as the province’s leading university. Outside the province, however, UBC is not as well known for its academic excellence, nor for its glorious student life.

Challenge

After three years of working together and achieving significant recruitment goals, UBC Domestic Student Recruitment reselected Kaldor to design materials for its annual recruitment campaign. UBC had undergone significant brand changes, from a new institutional identity to the development of UBC’s Okanagan campus. The materials needed to reflect these changes, while captivating the nation’s top students from around the country.

Thinking

Kaldor began by understanding the strategic goals of the institution and considering how those may be reflected within the undergraduate student brand. We undertook secondary research to examine both existing research and the competitive landscape. Our story sleuthing team uncovered compelling stories to articulate different aspects of the UBC experience, and a systems strategy determined which stories would be told across each communication, ensuring complementarity rather than redundancy. The new campaign of communications effectively differentiated the two UBC campuses, while creating a unified identity as one of the best universities in the country.

Results

Both the Vancouver and Kelowna campuses were armed with distinct local stories, as well as institutional stories that served to further cement the overarching UBC brand. The materials span an online portal and social media through to print and video pieces, connecting many vibrant UBC conversations across multiple media for the first time.