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Brand-Architecture Project

Algoma University is embarking on a comprehensive brand-architecture exercise intended to support our strategic priorities, build our institutional reputation and support our goal of reaching 3000 students by 2023.

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Who is Trajectory?

The Marketing Agency Selection Committee completed an extensive RFP process to select Trajectory to help lead this effort.

Trajectory represents a special breed of “purpose-driven” firms that integrates the best of brand strategy, design thinking and stakeholder engagement strategies. Trajectory work with leading organizations to fuel their success through the development of brand-driven strategies, compelling stories, meaningful engagement, experience design and powerful community-building tools.

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Working Together
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They will provide a variety of services including market research of selected constituent groups, development and implementation of an effective brandarchitecture strategy which includes sub-strategies for student recruitment and marketing, external relations, as well as alumni and donor engagement.

Year 1: Build the foundation

Initial focus will be building a strong brand positioning foundation by engaging internal and external stakeholders and building support for Algoma’s next phase of growth. Using the brand positioning to engage alumni, influencers and internal audiences is always a powerful strategy with long-term benefits. In terms of recruitment, while building awareness is important, we also need to focus on improving Algoma’s conversion rate. Because COVID will continue to play a big part in the final decision of prospective students, 2021 will be something of an anomaly to longer-term outreach efforts.

Year 2: Invest in high-impact outreach

Plan for high-impact campaigns for Fall 2022 that can be laser-focused on priority audiences and programs.

Year 3: Amplify growth opportunities

Invest heavily in the most successful recruitment strategies and reputation builders.

Timeline in table

We will include a variety of engagement methods, including surveys, online discussion forums, and the sharing of various presentations and project work.

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