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Case Study: Freshening the Lethbridge College brand
Background & Challenge:
Lethbridge College (formerly Lethbridge Community College) is a public college based in Southern Alberta that was looking to enhance student recruitment. With the approach of the College’s 50th anniversary in 2007, the timing was ideal for a new marketing strategy and visual identity. Website redevelopment was also planned.
Strategy:
Informed by background research, executive interviews, focus groups, town hall meetings,stakeholder surveys and market analysis, Academica provided a solid, effective brand promise, student recruitment strategy and coordinated marketing communications plan, while also conducting an audit of current Lethbridge Community College marketing efforts.
The visual identity was informed by a strategic design brief and analysis of other identities in the competitive landscape.
Insights:
12 brand attributes were identified to guide the development of the College’s strategic marketing plan and visual identity:
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Results:
Lethbridge College celebrated its 50th anniversary in August 2007, and unveiled its colourful new brand identity with a splash (and a free community celebration featuring bands, balloons and joie de vivre aplenty.) The Academica Group team developed applications of the brand for pre-event advertising in the form of display ads, posters, outdoor, and radio. Media planning support, a full scale media kit and a public relations strategy to support the brand launch were also contracted to Academica Group.
This will be followed by an audacious student recruitment campaign, to be launched in the fall of 2007. The College was provided with electronic templates and recommendations which were used by campus staff to produce final art for a completely redesigned viewbook and supporting collateral materials. Strategic guidance was provided to the College to assist with the evolution of its website.
Raves:
"When Lethbridge College embarked on our rebranding initiative, we wanted to do much more than just create a visual identity for the College. This was about charting a Brand New Vision. Our new visual identity is grounded in research and in-depth consultation with our community stakeholders. Academica's knowledge of the post-secondary market in Canada is second to none. They provided the expertise necessary for us to truly understand our mandate. Their energy and enthusiasm kept my team motivated through out this journey and we are very pleased with our extreme makeover."
- Steven Dyck, Executive Director, Advancement, Lethbridge College