BCcampus - Defining an identity

Situation

BCcampus is a collaborative online learning agency that helps BC’s public post-secondary institutions meet their learning needs. They do this by identifying, developing, implementing and promoting educational technology that benefits the entire public post-secondary system.

One of their key problems was identifying who their primary audience was and communicating the correct message to that audience. Over the past year Acumen Communications has acted as BCcampus’ virtual communications office – completing a communications audit, comprehensive stakeholder consultation and analysis, a macro strategic communications plan and a stakeholder management strategy. We assisted them in re-affirming their key stakeholder group – post-secondary institutions (not students) which in turn helped them to establish their key messages and re-organize their business functions.

Working with a graphic design firm in Vancouver, Acumen re-branded BCcampus and began to implement the macro plan, preparing a suite of collateral materials, project managing the re-design of the website, assisting to hire internal communications staff, creating a promotional “success story” video and setting in motion a provincial tour for the Executive Director.

Objectives

• To communicate BCcampus success in creating a system wide network for greater flexibility and mobility of services around BC.
• To communicate that BCcampus is inclusive and collaborative, working with stakeholders to determine their needs, and provide opportunity for feedback to BCcampus planning.
• To position BCcampus as a leader in providing cutting edge information and system technology to post-secondary institutions.

Work Plan

• Conduct communications audit and stakeholder relations consultation. Prepare analysis and report to Executive
• Prepare macro strategies and workplans for each
• Begin rollout of plans including: re-branding of organization including new tag line (Connect, Collaborate, Innovate), project management of web re-design, creation of collateral suite including fact sheets on program areas, school data sheets to mark accomplishments and presentation materials. Prepare communications plans for further program initiatives such as E-PPRENTICE (online apprenticeship training program). Produce success story video of connector project with Camosun. Launch of provincial tour for Executive Director (September 09)

Outcomes

• Stakeholder consultation and analysis resulted in a renewed focus on primary audience – post-secondary institutions and internal re-organization.
• Re-org and new governance has lead to improved stakeholder relations and better internal coordination of projects and programs.
• New branding, collateral and external rollout has lead to increased profile and emphasis on showing value for service delivered to the institutions.