After launching its new brand and marketing strategy for B.C. last year, the University of British Columbia (UBC) has announced plans to roll out its new look and messaging across Canada this year and internationally next year.
The national campaign will include a mix of media channels including a large focus on social media and online video streaming.
The new brand slogan – “a place of mind” – is part of UBC’s efforts to present itself as a more cohesive organization.
“UBC never had a cohesive brand,” Lisa Fisher, UBC’s brand manager told BIV this week. ”We have lots of units engaged in different aspects of marketing, but we really felt we had to come together with a clear brand and have a more consistent message and look and feel across the university’s efforts.”
She said the campaign is more about enhancing the public’s “top-of-mind awareness” of the university and about enhancing its overall reputation.
“It’s not necessarily driven by enrollment targets or alumni engagement targets. But we are looking to lift all those by improving our reputation. Our messaging isn’t about having enough students, it’s about attracting the best students at all levels.”
DDB Canada’s Vancouver office is spearheading UBC’s branding efforts.
The ad agency also recently helped Langara College create a new brand, “Langara. The college of higher learning.”