International Education Brand Book

Purpose of This Guide

This publication provides a set of guidelines for redesigning and creating new collateral material for Red River College’s international recruitment efforts. The brand will work to firmly establish Red River College International Education as a desirable and diverse institution for global partners including students, agents and institutions.

The International Education brand complements Red River College branding as a sub-brand.

Our Target Audiences

There are four distinct audiences the Red River College International Education brand will aim to target in its recruitment efforts:

1. Students

International recruits who require a study visa or visitor visa to come to Canada for post-secondary education. These students choose to come to Red River College because of the quality of the education, co-op opportunities, work placement focus, referrals for jobs and employability upon graduation. They choose RRC over other Canadian institutions because of the lower price of education, affordable living and, most of all, because Manitoba is a gateway for immigration to Canada through the Manitoba Provincial Nominee Program.

2. Agents

Agents recruit international students for various institutions on a commission basis. At RRC, they are paid 15% of the first-year fees paid by international students in their programs of choice. They work with many other institutions, but send students to the College based on specific requests from students who want to study at RRC.

3. Institutional Partners

An education partner collaborates with RRC in various ways: student recruitment, research, student/instructor exchange programs, joint programs, articulations, etc. They want to share knowledge, provide mobility options for students and cultivate better programs together. Relationships are built and maintained to ensure successful results, establish trust and develop beneficial agreements for all parties.

4. Corporate Partners

Corporations are interested in collaborating with post-secondary institutions to expand and contribute research resources. For example, Aerospace Manufacturing was collaboratively developed by Boeing Canada, Bristol Aerospace, and Red River College.

Brand Personality

We offer a safe, friendly, affordable and trendy place to study and experience life in a different part of the world. Red River College International Education is positive, engaging, caring and memorable.

We experience all four seasons in Manitoba, and students also experience a well-rounded and balanced education and life experience.

The International Education brand is bright and highlights the colours of our four distinct seasons.

Glossary

Brand: the intangible perception of a product or organization’s attributes: its name, packaging and price, its history, its reputation and the way it is advertised.

CMYK: the method of printing commonly referred to as “full colour.” It involves the use of four printing inks (cyan, magenta, yellow and black) combined to reproduce colour photos and a wide variety of colours.

Grayscale: the method of printing using one colour to print a range of greys from white to solid black.

Leading: the spacing between lines of type in a paragraph.

Logomark: a visual mark used by an organization to identify itself usually consisting of a symbol, typographic treatment and tagline.

Pantone®: a brand of numbered printing inks based on pre-mixed colours chosen from swatch books.

Reversed: a graphic element placed on a dark colour background, which must the be formatted in white in order to maximize readability.

RGB: a method of displaying colours on a computer or TV screen. It involves the use of 3 colours (red, green and blue) combined to reproduce a wide variety of colours and colour images.

Tagline: a phrase or slogan used by an organization — usually in conjunction with their logo — to associate themselves with a certain feeling or to induce a certain reaction from the viewer.

Tracking: the spacing between individual letters in a word.

Typeface: a set of one or more fonts, in one or more sizes, designed with a stylistic unity.

Typography: the practice of employing different typefaces of various sizes, formats and colours to create a desired feeling in a design piece.