Students from China, Brazil, Mexico, Spain and other countries get a world-class education and instruction in English as a second language. The global competition to enlist foreign students is formidable and our work, available both online and in print, will give Upper Canada District School Board International Education Program a unique marketing advantage.
Our crucial first steps began when we reviewed competitors’ materials, created individual identities for each of the schools and communities, developed a more powerful collective brand voice through iconography, style, colour palette and mascot development, and developed consistent brand guidelines across all communications.
Our work continues but we have already created a mix of marketing materials that can be used internationally to differentiate the Ontario international education experience from others.
Print design
Z-Map
This “slip-in-your pocket”, hard covered Z-map, folds and unfolds like an accordion. One side shows a custom map of the area with custom illustrations for each high school in the district and a menu that locates places of interest. “Interesting & digestible” kernels of information are sprinkled throughout and direct people to the website for more in-depth information.
Viewbook
Most schools have a “viewbook” and we have created many over the years. Recognizing that these will be viewed in many cases, far away from Canada by people with less than perfect English skills, we created a warm and highly visual book that takes readers inside schools and different communities. We shot dozens of original photographs, in classes, at sports and cultural events and from the air using our high resolution drone.
Custom video
Video is essential
It has the power to take the viewer directly to where they are considering moving for school. We’ve travelled with international students as they attended a Raptors game, different festivals and visits to the Science Centre, CN Tower and Ottawa’s canal skate. We visited with a Canada Homestay Network family and their two guests as they cooked dinner. We are creating individual school visits hosted and narrated by the students themselves. They are immersive, fun and speak the common visual language of students everywhere.
