Over the course of the past year, HOWE&WYE’s Cailey Murphy has led an intensively collaborative project for the British Columbia government designed to deliver an innovative brand marketing strategy and campaign to promote growth in college and university education in Northern British Columbia. HOWE&WYE won the bid against some significant competition and immediately built out a strategy for success.
This week, BC Minister of Advanced Education, Skills and Training Melanie Mark unveiled an exceptional new brand in Study North BC. “The Study North BC campaign shows that the four public post-secondary institutions in the North have the world-class education, research and training programs students need to thrive,” said Mark.
“This is an outstanding example of our capability as a team to drive value for clients,” says HOWE&WYE President, Steve Virtue. “Our strength as a team comes from defining clear objectives and developing the successful strategies that deliver growth for organizations.” This project began with extensive stakeholder engagement across BC’s North and included a substantial amount of outreach and consultation from a tremendous breadth of stakeholder groups.
The next phase supported the development of a robust, multi-national cross-branding marketing campaign aimed at raising awareness and registrations at the 4 post-secondary institutes in Northern BC; College of New Caledonia (CNC), Northern Lights College, Northwest Community College and the University of Northern British Columbia (UNBC) under a unified banner. “We are hoping the [intake] numbers are going to go up,” says Henry Reiser, the President of CNC. “With the national and international, and don’t forget provincial impact, this will definitely have an effect on our bottom line with the number of students.”
The result of nearly a year’s work had HOWE&WYE leading stakeholder consultation and engagement as well as the development of the overall strategy and project management with the myriad vendors involved in the project. Aside from generating growth for the institutions, the campaign will promote and dispel myths about living, learning and loving Northern BC. The campaign elements included brand strategy, creative execution, multinational media buy, social media execution, website development and media relations, as well as broad stakeholder communication.