Bishop’s
Marketing
Mandate
Bishop’s University was launching a new French immersion program for non-French-speaking students from outside Quebec and abroad. We were commissioned to develop a strategic communication plan supported by market research to effectively promote the program and attract participants.
Challenges & strategy
To guide the strategic thinking, we collaborated with our research partner, Gabriel Jetté, to conduct two qualitative focus groups: one with about a dozen students and another with faculty members. This process provided valuable insights into the target audience and helped identify key findings. Based on these results, a communication plan was developed to structure the actions to be taken, define the key messages, and determine the most effective channels. The challenge was to create a clear and engaging plan tailored to an international audience while remaining true to Bishop’s University’s unique character and values.
Design
Mandate
Bishop’s University wanted to launch its new French immersion program with a strong, distinctive identity that would resonate with its target audience. The agency was commissioned to develop a comprehensive brand strategy for the program to capture the interest of the international student community.
Challenges & strategy
The project began with market research to assess how non-French-speaking students perceive both Quebec culture and the French language. Building on these strong foundations, we created the brand universe for Oui Expérience, developing its name, positioning, and visual identity, along with an evocative positioning statement: “Live French your way” or “Vis le français, à ta façon.”
The challenge was to design an identity that would appeal to an international audience while remaining rooted in Quebec’s francophone culture. The research led us to a key insight: students associate learning a new language with a sense of freedom. This concept became central to the strategy, shaping an inspiring and meaningful narrative.
To ensure the program’s visibility and consistency, a wide range of tools was deployed, including event signage, social media templates, roll-ups, and promotional materials. Special attention was given to adapting the messaging in both French and English to effectively reach each target audience.
Testimonial from our client
Thank you to the Standish team! We’re thrilled with the project’s visual identity and all the communication materials. You managed to deliver high-quality content within tight deadlines, giving the project real depth and impact.
I sincerely thank you for that!
Julie Desjardins
