Stakeholders
UBC Communications
Timing
March 2023 to February 2024
Summary
World university rankings recognize the University of British Columbia for its excellence in teaching and research as well as its global impact: a place where people shape a better world. Brand and Marketing continues to promote UBC’s results for institutional rankings, highlighting its excellent performance and results.
The Strategy
International rankings and reputation are critical to universities’ ability to attract funding, research partnerships, and top scholars, researchers, and students. UBC is consistently ranked amongst the top 50 universities globally – a position that it can exploit to engage with current and prospective students, staff and faculty, as well as alumni and external audiences, as a point of pride and differentiation. On-going communications around UBC’s ranking performance can help to build and maintain its reputation locally, nationally and internationally.
The Solution
Brand and Marketing continues to promote UBC’s results for institutional rankings across central social media channels, highlighting standout performance/results as appropriate.
In 2023, the following rankings results were promoted:
- QS World University Rankings 2024: Top Global Universities
- THE World University Rankings 2024
- 2023 Academic Ranking of World Universities (Shanghai Ranking)
- THE World Reputation Rankings 2023
- THE World University Rankings by Subject
- QS World University Rankings by Subject 2023
- THE Most International Universities 2023
- Canada’s Best Doctoral Universities: Rankings 2024 (MacLean’s)
- Global Ranking of Academic Subjects 2023 (Shanghai Ranking)
- QS World University Rankings: Sustainability 2024
- THE Top Universities Led by Women 2023
The Results
A total of 45 social posts to promote various rankings was shared throughout 2023-24, generating: 2,134,402 impressions. With 141,936 engagements, and an engagement rate of 6.6% in 2023 (on part with 2022’s 6.4%), rankings related content continues to resonate highly with audiences.
For 2024-25, Brand and Marketing will continue to promote UBC’s results for institutional rankings. Additionally, UBC Communications will consider creating an institutional story for QS Sustainability Rankings, including paid digital promotions/amplification should UBC have a standout result.
Given the increased importance around prospect recruitment, the US News and MacLean’s rankings will be promoted in 2024.
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