Problem/Need: Homecoming is a longstanding tradition of celebrating the university experience. At the University of Manitoba, Homecoming is a weeklong celebration with over 40 events for alumni, students and the community. Alumni are invited back to our campuses to reconnect and reminisce.
Strategy/Methodology: The new Homecoming identity was introduced in 2014 and was designed to invoke a sense of tradition, nostalgia and pride.
The identity was built through communications and marketing pieces such as UM Today News stories, web and social media presence, print and online ads, postcards, brochures and posters, banners, flags and signage on campus, and event collateral.
Results/Impact: Strong attendance numbers throughout Homecoming week; online engagement with alumni who weren't able to attend; increased awareness of Homecoming among the student body.
Stories and speeches:
Marketing Communications Office (MCO) writers
Copywriting/editing (event information):
Alumni Relations staff
Design and production:
MCO design team
Video and social media:
MCO web and new media team