Building upon a strong foundation.
The city of Lethbridge is a college town. It is home to both Lethbridge College and the University of Lethbridge. In fact, the whole of southern Alberta is a hotspot for post-secondary education institutions, all competing for recruitment of students and talent.
Our goal was to distinguish Lethbridge College from the fray, elevating its profile and helping the college attract and retain students – and increase pride and affiliation – even within its saturated market.
We knew we could revamp the college’s reputation and help it better compete in a fierce marketplace. So we set off to Lethbridge to facilitate our exclusive and intensive Brandcamp™ workshop with the college’s internal team in several productive strategic sessions. Then following Brandcamp™, Lethbridge College engaged ED to help differentiate itself within its category.
Showcasing the authentic Lethbridge College experience.
The college was eager to launch a recruitment campaign that would excite prospective students, so we collaborated with its team on a creative platform that would set them apart.
With its rolling hills (or “coulees”), Lethbridge is known for its stunning topography. Although this key distinguishing feature is undoubtedly significant and we heard as such during the branding process, it’s not enough to truly differentiate the college. In fact, the University of Lethbridge is literally built into the side of the main coulee that runs through the city.
Like almost any institution, Lethbridge College also promotes its strong school community as a key component of the student experience. It has a well-recognized athletics program that brings the entire college together in support of regular sporting events. And while it does have a tight-knit student community, this is something most colleges and universities also leverage.
As we continued to evaluate the college’s strengths and what makes it distinct, there was a simple truth we repeatedly heard that helped propel our creative platform: Lethbridge College prepares its students for the real world. More specifically, its programming is nimble and responsive to the immediate industry needs of southern Alberta. Students of Lethbridge College don’t just learn about becoming a chef, or a healthcare professional, or a mechanic — they get practical hands-on experience to equip them for life in the region.
The resulting creative platform conveys a college that is proud, bold and unapologetic about being an institution that isn’t afraid of getting its hands dirty. It develops students who are grounded and driven by their passion to do more and to be better.
We demonstrated how the creative platform could be applied across a variety of executions to show versatility and adaptability. The photographic approach shows Lethbridge College grads and students out in the real world, ready to take on whatever happens next. The headline ties to the powerful tagline — BE READY — and serves as a rallying cry and call to action.
Outcomes.
Two years after the introduction of this new institutional brand, Lethbridge College’s student population increased by 13%. This includes an incredible 59% growth in the overall international student population.
Following ED’s lead, Lethbridge College’s internal marketing team was able to flesh out the turn-key concept we developed and execute it across a variety of media, including out-of-home and online ads. It has also been applied to on-campus signage, promotional materials, the design of the website, and its annual viewbook.
In February 2019, Lethbridge College received multiple communications awards from the Council for Advancement in Support of Education (CASE) District VIII.
