Humber Students’ Federation was having trouble getting through to its community. HSF is the official voice of approx. 18,000 students and provides tools and access to a healthy and quality educational experience.

 
It was clear that the student community didn’t have a clear understanding of what HSF did; many didn’t even know what HSF was at all. As a result Humber Students’ Federation came to pressure* looking for a solution.

 
While pouring over all the information gathered on the HSF, pressure* noticed their message was garbled. Corporate and non-corporate info were mixed together and delivered together.

 
The answers to their problems were 2 fold.

1.  A Brand Overhaul and repositioning that would be timeless, professional and have a universal appeal
2. Divide the communication output into two channels, based upon relevancy and in a manner that would reduce waste.

The execution of this new communication strategy was developed and planned to be executed over 2 phases.  Phase 1 (The New Beginning) is to develop the appropriate infrastructure that would allow HSF to create clear communications. 

 
The deliverables for phase 1 are as follows:

1.  New Logo
2. Reconstruction of there services and offerings into 3 verticals (Helping, Giving, and Life Style).
3. Creation of a new Positioning statement that is reflective of their services and offerings “We Help, Give, Humber Life”
4. The production of two websites 1. HSF Corporate Website and 2. HumberLife Website.  The purpose is to separate events, and college life communications form corporate communications.
5. Rebranding and repositioning of their print publication to be relevant too, and focus solely on Campus life opposed to general news and designed as a piece to drive traffic to the Humber Life website.

 
Phase 2 of this program is set to be executed in the 2008-09 school year.  This phase is called “Year of the Competition”.  Where HSF will utilize contests and online viral marketing initiatives developed by working with several faculties through out school as a means to support their positioning and drive traffic to the HumberLife website.