UNBC Live The North Campaign

Higher Ed Through a Northern Lens

Challenge

In a highly competitive higher education landscape, UNBC needed to:

• Increase student engagement and attract prospective students

• Differentiate itself from other institutions

• Showcase its unique benefits

• Highlight the one-of-a-kind education and setting UNBC offers

As part of an agency team, I was tasked with developing a digital strategy to effectively communicate UNBC's unique value proposition and create compelling content that would resonate with prospective students. This page served successfully captured the unique benefits UNBC has to offer, serving as the the main "Future Students" page for several years.

The Strategy:

Our approach was multifaceted, combining data-driven insights with creative storytelling to create a narrative that resonated with adventure-seeking, academically motivated students.

Data-Driven Insights:

I began with a deep dive into Google Analytics, meticulously analyzing user behaviour, popular content, and frequently searched topics on UNBC's main website. This research provided crucial insights into the information prospective students were seeking, allowing us to tailor our content strategy effectively.

Content Strategy:

Building on our data analysis, I looked to detailed personas to help guide our key messaging. I created a content hierarchy that directly addressed key student concerns while highlighting UNBC's unique selling points. Our strategy focused on reframing UNBC's size and location as assets rather than limitations.

Competitive Analysis and Inspiration:

To ensure our strategy's uniqueness and effectiveness, I conducted a comprehensive competitive analysis, examining the digital presence of universities in similar situations and successful higher education microsites. This analysis provided insights into industry trends, identified market gaps, and showcased the power of visually appealing microsites in communicating a university's unique value proposition.

Integrating Nature and Academics

A crucial element of our narrative was showcasing how UNBC's natural surroundings enhance both the quality of life and the depth of research and learning opportunities. The landing page's strategic storytelling focused on selling both UNBC and Prince George as integral parts of a unique educational experience. We positioned UNBC as offering a one-of-a-kind education deeply rooted in its northern setting, emphasizing "living the north" - where students immerse themselves in a rugged and beautiful landscape while accessing exceptional academic opportunities.

We communicated that at UNBC, the natural world becomes an extension of the classroom, offering unparalleled access to field studies and one-of-a-kind research opportunities, highlighting how UNBC's setting provides students with experiences and opportunities unavailable at larger urban institutions.

Visual Storytelling

Collaborating closely with a designer, we crafted a visually striking layout that brought the "Live the North" concept to life. The page's thoughtful photo curation celebrated the breathtaking beauty of northern British Columbia. These carefully curated images did more than showcase scenic landscapes; they visually articulated what it truly means to "Live the North," offering students a vivid way to imagine themselves at UNBC.

Balancing Academics and Experience:

To reinforce UNBC's academic excellence alongside its unique natural setting, we strategically incorporated key statistics throughout the visual narrative. We highlighted UNBC's strength as a research university, and emphasized UNBC's status as a top-ranking institution. This approach effectively demonstrated that UNBC offers both an immersive natural experience and outstanding academic opportunities.

Sustainability Focus:

We highlighted UNBC's commitment to sustainability, showcasing how it's integrated into academic programs and reinforced by the surrounding environment. This focus appealed to environmentally conscious students and further differentiated UNBC from other institutions.

By weaving this lifestyle content throughout the page, we created a more holistic picture of life at UNBC, appealing to students seeking both academic excellence and a unique living experience.