The University of BC’s Regent College is a pioneer in the theological graduate school arena, but its website proved to be a marketing challenge – it was content heavy and failed to deliver a promotional and persuasive message to prospective students.
“There was a definite disconnect about what it was actually like to come to school here and how it was perceived on the website,” said Sarah Clayton, director of marketing and communications. “There was a lot of insider language [on the site] and it really felt that you were the odd person out at the cocktail party trying to join in the conversation.”
The school now has a revamped website from Vancouver-based Domain7 that positions the college as “an innovative graduate school of theology where vibrant evangelical faith meets rigorous academics.”
The college’s typical target market skews 57% male and is aged around 30 with an undergraduate degree, said Clayton.
The goal of the new website, said Tim Booker, account manager at Domain7, is to build the brand, attract new students and facilitate communication between students and alumni.
“We just thought that there was a huge opportunity for Regent to step out and boldly say who they are and where they fit into the marketplace and what their key advantages are,” said Booker. “Their brand positioning is academically rigorous, yet community based and humble.”
