UBC BRAND COMMUNICATIONS PLAN

Brand Goal
The overall goal of the brand campaign is to increase the profile and reputation of UBC as a Tier One
international research-intensive university and to create a renewed sense of affinity, pride and connection to
the university amongst the multiple audiences we engage.
Situation Analysis
The development of the UBC brand seeks to carve out a unique and ownable space for UBC in an increasingly
cluttered and competitive university marketplace. UBC is generally late to market, as other universities have
been investing in their branding/ marketing efforts for much longer. Through previous research we found that
our rankings as a Tier One international university do not match perceptions amongst our target audiences. This
is especially true for provincial and national audiences.
We are a local university over 60% of the student body is from the lower mainland or the Okanagan region and
less than 10% are out-of-province students. However, our international student body is comparable to that of
top national and international universities (international student body primarily from Asian markets).
Internal buy-in is one of the most important ingredients to demonstrating success and as we look to the launch
in September 2009, more than two years of planning and consultation have resulted in a considerable amount
of support, excitement and expectation.
As a three-year campaign, there are a few strategic needs for launching primarily in BC (with some national and
online buys, as well as a social media component): 1) the upcoming public phase of the Development and
Alumni engagement campaign; 2) the upcoming 2010 Olympic and Paralympic Winter Games, of which UBC is a
host venue; 3) conducting a public reputation poll in a defined market pre- and post-launch. The brand is also
strategically coordinated to launch with the universitys new strategic plan, A place and a promise.
Target Audiences
As a high-level reputational campaign, the audiences are listed as internal and external rather than prioritized as
primary and secondary. We are working closely with the units responsible for each audience to ensure the
strategies and tactics match each targeted audience.
Internal Audiences
Current staff, faculty and researchers
Current undergrad/ graduate students
Alumni
External Audiences
Current and potential donors and funders
Prospective faculty and staff
Prospective undergrad students/ parents
Prospective graduate students

UBC Brand Communications Plan DRAFT June 19, 2009

Wider academic/research community, peer

institutions and opinion leaders
University Neighbourhood Association and
surrounding communities
News media
Elected officials (regional, prov, fed)
Broader BC community (emphasis on the
Lower Mainland and Okanagan)

Strategic Priorities
The objective of this plan is to present a high-level reputational campaign for year one, not necessarily a
marketing communications plan for the entire university. The development of the UBC brand will support the
efforts of individual units to increase the:
1) Number of top students, faculty and staff nationally and internationally
2)Alumni engagement
3)Community awareness / engagement / support / pride
4)Funding by government and donors
Brand Campaign Objectives
The strategy for a high-level reputational campaign with maximum audience reach will help achieve the goal of
recognition as a Tier One Institution through the following campaign objectives:
A. Advertising Create a three-year reputational advertising plan to launch and maintain the UBC brand and
increase overall awareness provincially (year one), nationally (year two) and internationally (year three);
B. Web Redesign Create an effective, user-centred overhaul of the universitys web presence that
effectively integrates the brand and provides a model for unit adoption;
C. Launch Create an engaging launch plan that garners campus involvement and media attention;
D. Unit Resources Provide internal resources for units that result in increased consistency and delivery of
message, increased cost effectiveness and coordinated communications efforts between campuses
E. Measurement Create a multi-year measure of success through public opinion research and baseline
indicators
Brand Elements
Positioning Statement:
To prospective national and international students, UBC is the Tier One research-intensive university that,
better than any other, offers a fresh, open environment that provides the freedom to learn, discover, and
contribute in ones own way.
Brand Platform:
The new tagline A place of mind is the foundation for our brand and reflects the dual benefit of the UBC
experience. Place refers to our unique location and the openness it both possesses and inspires; and mind
refers to the end result of these elements, the intellectual capacity, imagination, excellence and impact of
UBCs work.
Launch Campaign:
From here is the brand campaign idea that brings A place of mind to life. The brand will be articulated
and launched through a reputational advertising campaign that will use a series of nine advertisements
created for print, online and outdoor advertising channels. While maintaining the integrity of the launch
campaign we will encourage units to tell their From here stories on their websites, linking to the brand
microsite
The campaign will be designed to make audiences feel something about UBC, regardless of their level of
knowledge or familiarity with the brand. Although we must ensure the campaign will work on a regional
level (those familiar with UBC) it must also work with national and international audiences
Brand attributes:
Bold, open, adventurous, fun, globally connected, respected, sustainable
Call to action
What can you do From Here?
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UBC Brand Communications Plan June 18, 2009

Timeline Milestones
Photo shoot and ads finalized
Budget approval
Web RFP and web development
o Unit integration, support
Finalize and conduct baseline reputational poll
Media buy RFP
o Media planning, buying
Build resource sites
Finalize visual identity + brand platform
Finalize/ order promotional items
UBC brand video finished
Build supporting brand microsite, populate
Train internal communications staff
Advertising campaign (print, web, online)
Launch plan implemented (back-to-school)
Second wave of reputational poll
Present results Sr. Administration, budget request
Annual report launch
Communications Tools
Internal Tools
Microsite call to action and social media
platform; nine videos supporting ads
Flags/banners Okanagan, Vancouver
Promo merchandise- recruitment; pep rallies;
orientations (e.g. USB loaded with video; bags;
mugs; pens; water bottles; T-shirts for volunteers
Key message tip sheet (e.g. bookmark?) Deans,
VPs, Board, communications staff
Feature sidebar re-purpose for publications (e.g.
what is the brand, how did we get here?)
90 second video - rallies; new faculty/staff
orientation; recruitment; town halls; roadshow
Broadcast email
Pop-up banners borrow for conferences, events;
orientations; graduation etc.
On-campus presence:
- Pheonix and Ubyssey student newspaper ads
- Campus bus shelters on campus; TV stations;
Classroom Services; etc.
- Building banners (rallies; bookstore; eventually
use for sporting events and 2010 Games)
Town Hall events/ Roadshow back to school
- How did we get here, what can you expect,
new website, microsite, call to action
Template resources and website: one-pagers;
wordpress e-templates; PPT, etc.
3

UBC Brand Communications Plan June 18, 2009

April-May
May
May-June
July-August
June 10June
July-August
June
June
June-July
July 15
June-August
July
Sept. 1 November (TBD)
Sept. 1
November
November
Dec. 2

External Tools
Advertising print, outdoor and online (including
Google Adwords, Search Engine Optimization and
online versions of print publications)
- Year one BC markets supports lead to UBC
Development Campaign and 2010 Olympic
and Paralympic Games
- Year two national rollout, working with coop ad spends with other units
- Year three international rollout, working with
co-op ad spends with other units
Microsite and 90 second brand video
Speeches and speaking notes
- Board of Trade speech (President)
PA publications: annual report (AR); Year in
Headlines; UBC Reports; DMS templates
- Use AR submissions to populate microsite
- UBC Reports special insert; microsite content
Media kit
Pop-up banners for events/ conferences

Brand Strategy
Objective

Related Strategies

A) Advertising Create a threeyear reputational advertising

plan to launch and maintain the
UBC brand and increase overall
awareness provincially (year
one), nationally (year two) and
internationally (year three)

B) Web Redesign Create a usercentred overhaul of the

universitys web presence that
effectively integrates the brand
platform and provides a model
for unit adoption
C) Launch Create an engaging
launch plan that garners campus
involvement and media
attention

D) Unit Resources Provide

internal resources for units that
result in increased consistency
and delivery of message,
increased cost effectiveness and
coordinated communications
efforts between campuses
E)

Measurement Create a multiyear measure of success through

public opinion research and
baseline indicators

Create an ad campaign that engenders affinity,

pride and engagement amongst key UBC audiences
Saturate local BC market in year one and support
lead up to 2010 Games / Development Campaign
Create an effective and innovative online ad
component (inc. SEO and Web 2.0)
Drive traffic to redesigned UBC websites to drive
engagement and repeat visitors
Strategically coordinate UBC unit advertising
efforts for national (year 2), international (year 3)*
Create an innovative and audience-focused
website presence for UBC as a Tier One institution
Create a compelling, user-friendly CLF template
that reinforces the brand, encourages adoption
Prioritize key internal sites for adoption based on
traffic, audience and strategic need
Instigate a larger university-wide web strategy*
Increase awareness of and engagement with the
brand amongst internal/ external audiences
Create a microsite that maximizes unit news feeds
and community engagement for three-year cycle
Integrate brand elements into back-to-school
speeches, events, rallies, orientations, roadshows
Create and launch a compelling UBC brand video
Coordinate media kit and launch efforts (TBD)
Create/ populate brand resources and sites for
internal community, communications staff
Finalize brand platform guidelines for unit adoption
(print, online, e-publications)
Provide communications staff training, Pro-D, tools
Update Supply Mngt policies, protocols, etc.*
Coordinate efforts with UBC Development
Campaign and 2010 Secretariat*
Create an effective baseline poll that provides a
multi-year measure of reputation, awareness
Execute the brand fund/seed money program to
encourage innovative unit brand integration
Create university-wide baseline mrktg measures
(e.g. ad $, # agencies, websites, photography)*
Maintain contact with cmns staff (surveys) re:
satisfaction, awareness and adoption*
With PAIR, create an inventory/ repository of UBC
surveys/ research; add reputational questions to
outstanding surveys; create an advisory group*

*post-launch strategies

UBC Brand Communications Plan June 18, 2009

Key Performance
Indicators (KPIs)
Internal ad buy-in
from students,
Deans, VPS, etc.
Poll recall/
awareness
Ad impressions
Click-through rates
Google adwords
Etc.
# of units using CLF
by launch, at 6 mo.
# unique page
views, hits
Etc.

# events/ speeches
integrating brand
# microsite hits,
posts, threads
# of video views
# media hits/
stories/ Web 2.0
Earned media
# units/ cmns tools
using new brand
platform
# resource/tool
downloads
Etc.

Student focus group

% recall
% awareness
#/quality of brand
fund applications
# brand fund
projects supported/
audiences reached
Ad dollars leveraged
Etc.