University of Victoria

Increasing Lead Gen
During COVID

The University of Victoria’s Gustavson School of Business is renown for its focus on socially minded corporate leadership, community building, innovation, and entrepreneurship.

As it prepared to launch an MBA in Sustainable Innovation, it approached H2 Accelerator for help developing and implementing a relevant, unique, and compelling brand strategy.  Working collaboratively with key stakeholders from the Gustavson School of Business, H2 helped  develop a customer journey map, student personas and a brand strategy that included the brand promise, core brand attributes, key messages, and the brand’s desired tone/manner. The strategic thinking was then applied to a refreshed website, brand video, and social strategy to help cost-effectively build awareness, consideration and ultimately, enrollment in the day and weekend programs.

We continue working with the University of Victoria to help it manage a new social channel focused on the MBA program, as well as applying the key messages across other marketing initiatives.


Of note, the work outlined took place at the beginning of, and throughout, the global pandemic. However, despite this, the results to date are strong, and highlights include:

  • Daytime MBA inquiries from the Canadian market saw a notable increase for 2020 and 2021 intakes.
  • The Weekend MBA program had the first waiting list for the 2020 intake.
  • Demand for Information Sessions experienced a considerable increase.