Since launching the UBC Brand in 2009, we have worked on a series of campaigns to increase awareness of UBC as a place of mind and enhance the university’s reputation.
The goal of this campaign was to introduce the new brand idea to our on-campus communities and home province. The campaign included outdoor, print, search, and online advertising targeting Vancouver, Kelowna, and Victoria, as well as back-to-school launch events including video, SMS campaigns, banners, signage, and ground decals on both campuses.
Using the popular From Here theme, the campaign delivered more than 19.5 million advertising impressions. Post-campaign research revealed a positive effect on those who saw the campaign compared to those who had not, further reinforcing the university’s strong position in BC.
Despite a growing influence nationally and internationally, and a steady increase in our place in international rankings, our market research indicated that many Canadians outside of BC were unaware of UBC’s Tier One status. To begin to tell our story to the rest of Canada, we ran our first national advertising campaign during the 2010 – 2011 academic year.
Using a combination of video, social media, and magazine advertising, we shared UBC’s leadership in sustainability, teaching and learning, and health research in a brand campaign that built on the From Here creative concept used the year before in BC.
How is an initiative started by Nobel Laureate Carl Wieman transforming the teaching of science on a global scale?
How does a medical discovery that solves a problem in the West, become a solution to a much larger health challenge affecting up to 200 million people around the world?
How do you start with pollution and turn it into a useful product, creating an innovative green technology and a thriving new business in the process?
The campaign delivered 26 million paid impressions and post-campaign research indicated statistically significant improvements in perceptions about UBC among our target audience.
We also re-imagined our community website as a social media aggregator, and updated our main Twitter and Facebook channels daily to share UBC’s thought leadership from the site based on topics of interest to our target audience.
From time to time UBC Communications and Marketing, often in collaboration with the Office of the President, creates and runs advertisements related to strategic communications opportunities, in addition to any ongoing brand campaigns. These ads highlight key university accomplishments and / or specific faculty members.