Make the UBC Alumni Association, an organization largely forgotten by university alumni, into an association that was relevant to the lives of busy young professionals.
90% of alumni had a low or extremely low level of engagement with the university. The least engaged were younger professionals 30-45 whose lives are already very busy. While open to maintaining a connection, it had to be relevant to their lives and on their terms. Unfortunately, the old brand, logo and identity system was inconsistent, tired and ‘old’ looking – an impediment to connecting with a younger alumni population.
The strategy was to re-brand the old UBC Alumni Association as a member-driven organization, more in tune with the needs of all alumni and better positioned to communicate in their language, and on their terms.
We began with a new name. Alumni UBC reflected the insight: it was time to put alumni first.
A full branding system with a new logo and positioning statement was created, including a brand architecture for Alumni UBC’s various programs, properties and partners. The logo was also developed to ensure a strong tie back to the university and its heritage, while establishing a clear, distinct and independent voice for Alumni UBC. All materials were updated to reflect the new brand.
Alumni engagement levels increased 10% over previous levels – with no other outreach activity other than the rebrand.
Web traffic increased 44% immediately following the rebrand.
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