Integrated Marketing Communications (IMC)

Background

The University of Lethbridge, with the assistance of Frank Branding, underwent a strategic approach to building its branding and integrated marketing strategies in 2008. With the purpose of developing a consistent messaging and branding system, the U of L will enhance appreciation for the University's role and value in the province, nation and world.

Approximately 2,500 individuals were engaged in focus groups, surveys and conversations regarding current perceptions about the university. From this data, the U of L has several brand positioning opportunities and challenges that the integrated marketing initiative can address:

Challenges Opportunities
Profile outside Lethbridge limited Tell our story
Need to define a niche that sets the U of L apart Highlight our unique attributes
Building relationships critical to success Enhance relationships with stakeholders

(In perception research, community influencers couldn't articulate what sets the U of L apart. In Calgary, seen as the "close-to-home" alternative -- defined by geography.)

(In parent survey, over 80% said familiarity with U of L was low.)

Current IMC Objectives

  • Ensure internal alignment with the brand
  • Strengthen the U of L's position within the Alberta Post Secondary System
  • Create consistent experiences through communications & interactions