Brand Strategy Rooted in Research

Thompson Rivers University includes 90 developable acres of endowment lands on which the TRU Community Trust (TRUCT) envisioned the first planned community on a university campus in the Interior of British Columbia. They had a 25-year plan to create a new urban community and they chose Communication Solutions to help them achieve it.

On behalf of TRUCT and its Board of Directors, we drew on extensive sector experience, a commitment to research and an unbiased approach to develop a brand and marketing strategy that maximized marketing opportunities, partners, channels and tools for this ‘community within a university community’ for decades to come.

Our creative strategy emphasized the connection between campus and community in a brave, forward-thinking expression of the potential of the  land.  REACH Kamloops became the way this development expressed collective potential and continues to be at the core of attracting new investment, developers and residents. Our logo was later trademarked to ensure exclusive use by the client for the next 25 years.

We also developed a 5 year marketing communication strategy that included community outreach, integration with the university’s marketing activities and building marketing partnerships with developers, and we created all the marketing assets required to launch and sustain the program.