Project background

In 2014, UVic embarked on a university-wide initiative with a clear objective: to remain a university of choice. In an increasingly competitive environment, remaining a university of choice requires being clear about who we are. So we reached out to our community—with over 10,000 people participating in surveys, workshops, forums, interviews, meetings and commenting opportunities—to ensure we evolved UVic’s positioning in a smart, fact-based manner.

We want to sharpen the focus of our communications for our many diverse audiences and ensure we are telling the best UVic story possible. A story that aligns UVic’s unique values, experiences and offers with those that matter most to you—our UVic community—and the new community members we’d like to welcome in the years to come.

So why UVic? 

We asked. You answered.

• 812 UVic faculty and staff survey respondents
• 821 grade 12 students and their parents survey respondents
• 3255 UVic alumni survey respondents
• 3906 UVic student survey respondents

You told us what really matters, and what you've come to expect from your UVic experience.

• 50 interviews with senior leadership and influencers
• 64 grade 12 students and their parents participated in online focus groups
• 236 business and public sector leaders surveyed
• 261 co-op employers surveyed

Read what you told us in UVic's first institutional-level communications and marketing plan, Communicating the UVic Edge (pdf) or see its successor, Sharpening Our Edge, 2018-21 (pdf)