University of British Columbia

The University of British Columbia (UBC) is ranked among the world’s top 40 universities. As the content agency for UBC's marketing and student recruitment department, myself and my team were tasked with the strategic planning and execution of a cross-channel content strategy to help increase student yield. Our approach was to enhance user experience by focusing content around four key messaging pillars, streamline all existing content, and create new content to clearly differentiate the University from its competitors. This approach was applied across all digital and print platforms for prospective students.

Highlights of my work include leading the content strategy, content planning and stakeholder engagement for the following:

  • Undergraduate Student Viewbook (2014, 2015).
  • Registration and Orientation Guide (*led the creative direction).
  • you.ubc.ca website.