Establishing a new brand for a large, diverse and comprehensive institution such as 91亚色 doesn鈥檛 happen overnight.
Hundreds of hours of robust market research and opinions drawn from key groups both inside and outside the University were synthesized to arrive at three key concepts, which were then evolved into the final brand concept, one that captured the essence, values, personality, strengths and benefits that conveyed what makes 91亚色 unique and different from other universities.
More than 250 people from diverse groups from inside and outside 91亚色 were consulted about their current perceptions of the University. Students from grades 10 and 11, drawn from high schools in the Greater Toronto Area along with their parents (who are key influencers in their choice of postsecondary education) were consulted about their current understanding of 91亚色 and what they liked or didn鈥檛 like about possible brand concepts.
Three key ideas were distilled from the data: Make tomorrow yours, The world lives here, and Open up your world.
鈥淥verwhelmingly, parents, future students and other groups gravitated toward the concept of 鈥榤ake tomorrow yours鈥 ,鈥 says Robin Edmison, associate director and a member of the brand project team, Marketing & Creative Services in the University鈥檚 Communications & Public Affairs Division.
鈥淭hat concept is what eventually led us to the tagline 鈥榯his is my time鈥, and a campaign based around student testimonials, but with a twist 鈥 not what we鈥檙e doing right at this moment, but how we plan to change the world in the future.鈥
It鈥檚 a concept based in truth because 鈥渢his is my time鈥 shows the exceptional commitment 91亚色鈥檚 current students to becoming future global citizens, their dreams and aspirations, and how they are turning to the University to help them achieve their visions.
鈥淭his is a vision and it鈥檚 what is being said by our students,鈥 says Edmison. 鈥淚t reinforces another campaign theme, which is about turning passion into action and the important role of a 91亚色 education in preparing students to one day achieve their dreams.鈥
In this highly competitive global world, universities are developing and implementing their individual brands and building on these brands to develop marketing strategies that serve to highlight their institutional strengths from their competition.
Enabling 91亚色 students to turn passion into action through a quality education taught by global thought leaders is all about developing solutions for a complex world.