A workshop on UBC's brand development, led by Philip Steenkamp, Vice-President of External Relations and Rick Hart, Senior Director Brand and Marketing, The University of British Columbia, during the 2018 UBC conference.

The University of British Columbia, Canada, hosted the 2018 annual conference, attracting university leaders from around the world.

While the higher education sector becomes increasingly competitive, convincing a public university to invest in its profile and reputation can be a difficult task. Further, capturing the diverse views of the internal and external stakeholders that shape the university can create a project of daunting scope. UBC has just concluded a comprehensive, 12-month brand definition process culminating in a new brand proposition and brand positioning campaign that launches on the eve of this year’s W100 Conference. We will share the brand definition process the University of British Columbia (UBC) followed and the resulting creative campaign, how internal buy-in was attained and lessons learned.

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2018 UBC Conference Presentation: Workshop 2 - UBC Brand Development in the Quest for Differentiation - Philip Steenkamp, Rick Hart

Philip Steenkamp was appointed Vice-President, External Relations at UBC effective December 1, 2015. In his role, he is responsible for fostering the university’s reputation as a globally influential university and heads up key areas including government and community relations, communications, marketing, media relations, campus planning, and ceremonies and events. His 17-year career in public service includes a number of posts. In B.C., he was deputy minister of advanced education; regional economic and skills development; tourism, culture and the arts; aboriginal affairs, and social development in the Premier’s Office. In Ontario, he had concurrent responsibilities as deputy minister in the ministry of training, colleges and universities, and the ministry of education. Dr. Steenkamp holds a MA and PhD from Queen’s University, Kingston, and a BA and BA honours from the University of Natal, Durban. His field of research and most of his teaching was in African history.

Rick joined UBC in 2013 and is responsible for brand strategy, brand identity and institutional level advertising, social media and digital communications. The son of two academics, and an alumni of UBC’s Sauder School of Business, it was only natural that Rick would one day apply his marketing experience to helping to grow UBC’s profile and reputation. Prior to joining UBC, Rick spent more than 20 years in integrated marketing communications agencies in Canada and the UK with his latest role being SVP, Client Strategy at McCann Worldgroup, Vancouver. A multiple CASSIE award winner for advertising effectiveness, Rick has helped guide brand and marketing communication strategies for international, national and local brands such as Hyundai, Cathay Pacific and BC Children’s Hospital.

If you want to find out more about attending this year’s conference please visit our conference page or get in touch via email.