Brief

Nicola Valley Institute of Technology is a British Columbia Public Post-Secondary Aboriginal Institution, with campuses in Merritt and Vancouver. Touchpoint has worked with NVIT since 2007 to meet the objectives set out each year from increased enrollment in each campus as well as through outreach programs, to raising the brand awareness and profile of the organization throughout the province.
 

Approach

Many barriers needed to be broken down with the communication efforts. Touchpoint gained an in-depth understanding of the target market to help craft messaging that effectively resonate with prospective students – they need a tangible promise they could believe in. The statement ‘Take Flight at NVIT’ was developed based on this insight and was integrated with individual statements from individual student voices and career programs. For example, “I am talented. I am confident. I am studying Natural Resources. I am a student at NVIT.” Impact-filled portrait photography taken of NVIT students and combined with modern, vector-based illustrations provide youthful appeal and a connection between the ads and readers.
 
As the brand evolves, personal interviews and stories are included to underline the authenticity and provide brand champions and emotional touchpoints for the audience. Innovative media channels are utilized to extend the campaign including outdoor media in key locations with concentrated aboriginal populations and targeted social media vehicles.
 

Results

NVIT has experienced increased enrollment for both campuses, and have also appreciated greater awareness throughout aboriginal populations.