The Continuing Professional Department in the Faculty of Medicine at the University of Toronto had a mandate to align the brand with U of T and help bring greater focus to professional development. We set out to create a full communications plan that achieved impact on all its principal offerings. Our core message centred on highlighting CPD’s key strength—the office attracts over 34,500 professionals to its 330+ accredited courses each year. The rebrand, guided by the newly developed guidelines, included various internal and external communications, advertising and cross-event promotional materials.
The rebrand also extended to communications for CPD's various events. Our efforts for CPD’s Indigenous Health Conference earned our team a 2015 CAUCE Award (Canadian Association for University Continuing Education) for the ‘Marketing on a Shoestring’ category that celebrates cost-effective yet innovative ways to promote CE while achieving impact. Our cost-effective efforts included tactics geared to the media and a substantial social media component.