How will the brand positioning be conveyed in an engaging way to target audiences?
To be effective, our positioning must be translated into materials and activities – ads, brochures, websites, special events, etc – that tell our brand story in a singular and compelling way. When taking this step, we considered several possible creative concepts, identified the one that best met our needs and tested it with internal stakeholders and key audiences. The creative concept selected uses the graphic element of silhouettes of people filled with various discipline-related images to suggest their individual interests. Juxtaposed with expansive backgrounds, these silhouettes evoke thoughts of individuality, diversity and even multiculturalism. When tested with target audiences in Halifax, Ottawa, Corner Brook and St. John’s, the concept was understood and received positively, especially by prospective students. The first uses of the creative concept are the Guide to First Year 2006 (cover only) and the Research Report 2006.
