University of Lethbridge
Reality Engine's strategy & execution won international awards for its uplifting message to the student body. But the REAL outcome? Being recognized as a top 10 Canadian university with a growing student population that shines.
THEY TOLD US A JOKE:
Q: HOW MANY PROFESSORS DOES IT TAKE TO SCREW IN A LIGHT BULB?
A: THREE. ONE TO HOLD THE LIGHTBULB, AND TWO TO TURN THE LADDER.
50 years of history, a mountain of research, and a spectrum of stakeholders makes for a tricky project. Reality Engine developed a strategy and execution plan that focused on outcomes – and success was the cornerstone for the next 50 years.
Challenge
University of Lethbridge faced two main problems:
(1) A lack of awareness for their brand across national and global university markets; and
(2) a middle market position that placed them at risk for being overlooked and ignored by prospects.
Their original market position became threatened as new competitors emerged into their market category, pushing them upwards into the “mushy middle”. Unable to position themselves on the higher end of the market, their unique advantage over competitors was weakened and they started to become lost in the crowd.
Results
University of Lethbridge internal marketing department to develop and implement their brand strategy and positioning to encompass the unique characteristics and experience University of Lethbridge offers, facilitate deeper relationships with the various target segments (i.e., students, teachers, alumni, etc.) and differentiate University of Lethbridge as the leader in a new university market category.
Reality Engine then translated deep analysis of research and stakeholder engagement (competition, positioning, new students, parents, etc.) to map the integrated website and bricks and mortars user journey with a “super-community” reviewing several internal stakeholder groups (recruitment, alumni, faculty, IT). Within three months, Reality Engine customized and launched a website solution with an open source (Drupal) content management system with control over thousands of dynamically generated web pages, several levels of permission for administrators and integration with the University’s other digital assets.
Outcomes
By pivoting the existing institutional motto “Fiat Lux” (let there be light) to a supportive, inquisitive, and enlightened Liberal Education position, University of Lethbridge claimed new positioning and competitive territory. Through the launch of the new website and content management solution, the University of Lethbridge lowered their bounce rate, attracted traffic from their key audiences and drove that traffic to the right content and calls to action.
The University met its ambitious recruitment targets and increased metrics in the areas of awareness, understanding, and appreciation of the University of Lethbridge.
“We were pleased to offer Reality Engine (REAL) creative vision and digital tools work with the University of Lethbridge. In essence, this work was a pivot for the University and right from the initial proposal to the final work presented, the REAL team respected the work that had been done by the internal team and used that work to guide the process forward. This was something we really valued, as many firms want to reinvent organizations and that was not what we were looking for. REAL provided us the next steps forward and has been an essential complement to our team.”
TANYA JACOBSON-GUNDLOCK
Executive Director, Advancement,
University of Lethbridge
