Research is the Groundwork
Lethbridge gave Academica a mandate to conduct background research, including executive interviews, focus groups, town hall meetings, stakeholder surveys and competitive market analysis. We also conducted a detailed audit of existing College marketing efforts, evaluating everything from media buys to tone and message, form factors and press runs.

Strategy Lays the Foundation
The results of this research were distilled into an explicit brand promise, a new student recruitment strategy and a coordinated marketing communications plan. Because it has become such a critical marketing channel, we also produced an extensive best-practices reference document to add value and focus to the College’s ongoing internal redesign and redeployment of its public website.

A New Look for a New College
The creation of a new visual identity was informed by a strategic design brief and analysis of other identities in Lethbridge’s competitive landscape. Because creative was guided and supported by strategic certainties, the process of arriving at a new visual ID sidestepped the subjective, beauty-contest pitfalls that often afflict logo redesign projects. Decision makers were focused and well-informed – choices were swift, decisive and strategic.

Multi-channel Marketing Execution
Now it was time to take this new brand for a test drive -- and fast. Whereas new identities are usually accompanied by a few simple templates for basic marketing materials, this one had to be put to work immediately: new stationery, a new website, viewbook, program cluster brochures, event invitations, media kit, posters and signage as well as print, outdoor and radio ads. Seamless integration between the school's Advancement Marketing Team and Academica Group brought the project together. This sense of purpose and urgent need for all these marketing assets inspired a cold-eyed focus on brand.

Results
Lethbridge College celebrated its 50th anniversary in style -- and fully equipped with all necessary marketing assets -- in August 2007. The College unveiled its new brand identity with a splash -- and free community and alumni celebrations attended by thousands and featuring luminaries, live music, balloons and joie de vivre aplenty.

Reflections

• It is possible for institutions -- particularly small ones -- to demonstrate the kind of turn-on-a-dime marketing agility usually reserved for the private sector.
• Solid research and clear strategy are a powerful marketing accelerator -- they breed a sense of clarity and decisiveness at all levels of an organization.
• There's no substitute for leadership -- the senior leadership team at Lethbridge College was given a sweeping mandate from its Board and they made the most of it. They sought research and expert advice and they heeded both. They took the time to build both internal and other stakeholder support. They supported both their external contributors and their internal teams.
• Sharing responsibility for deliverables between trusted suppliers and internal staff is an effective way to instil an immediate sense of brand ownership and advocacy among marketing staff.
• Grace under pressure should be appreciated wherever you find it -- our sincere thanks to everyone at Lethbridge College.