Branding Project FAQ

Frequently Asked Questions

What are the main goals of the project? 

The project’s main goals are to:

• Develop a University Brand Strategy to clarify, unify and amplify the Saint Mary’s brand and value proposition, creating a clear, memorable and inspiring understanding of Saint Mary’s distinct positioning in a crowded marketplace.
• Create and execute a Marketing Communications Campaign will elevate our reputation among local, national and international audiences and support the strategic goals of the university by speaking with ‘one voice’ and serving as a base for delivering strategic and effective marketing and communications programs. ? 

Why was STC selected? 

There were many excellent submissions and several vendors with excellent credentials, and choosing the successful proponent was not an easy or quick decision. 

After careful consideration and internal consultation,  STC was selected based on the strength and clarity of the submission, their deep experience in the post-secondary sector, the clarity of their methodology and their track record of success in leading other Canadian universities and research organizations in branding processes. 

Learn more about STC.  

What are the deliverables?  

STC will deliver: 

1. A complete Brand Strategy - the entire platform with which the brand is defined and decisions are made regarding how the brand will be represented in the University’s strategic planning, marketing, communications, delivery of services, and the experience of students, alumni, employees, supporters and stakeholders.  
2. Concepts and an implementation plan for an integrated, cross-channel institutional awareness campaign for:  
   • Regional awareness: Halifax, Nova Scotia and New Brunswick 
   • Key national markets: e.g. Toronto, Ottawa, Calgary  
   • Internal roll-out and implementation    

The branding project will form the basis of how Saint Mary’s University is represented and perceived in the Atlantic region and among key national markets. 

It will also positively influence priority outcomes such as: 

• student, faculty and staff recruitment /retention 
• research and other funding 
• academic, government and industry partnerships 
• co-operative education employment opportunities 
• graduate employment success 
• alumni engagement 
• University rankings; and  
• advancement campaign activities. 

Have questions, or suggestions for content? Email Rachelle.boudreau@smu.ca