BC Business
Rewrite the Rules, Sauder School of Business | BCBusiness
Last week UBC’s Sauder School of Business shared the smallest vertically moving classroom in Vancouver, ambushing five people and a dog with a morning dose of insight into time management before they even got to their desks. The unsuspecting commuters got a taste of what it meant to be lectured in the world’s smallest classroom—an elevator.
Before noon, Sauder had 700 students learning in its impromptu elevator classroom and sharing the school’s uorthodox approach to education with cutting-edge research that can be used to improve anyone’s day-to-day productivity.
A video of the experiment is being widely shared on YouTube and is the product of strong research and an overall branding campaign involving print, outdoor and digital strategies, called “Rewrite The Rules.” The campaign highlights the culture and personality of the school and the focus is to shake up business thinking.
Video and online storytelling are key marketing components that Sauder has increasingly used over the past year. Sauder’s director of marketing and communications Leanna Yip says online brand marketing as well as direct tactical marketing is making an impact. She reports that in 2013 enrollment for the MBA and executive education programs have increased in the double digits when compared to 2012’s numbers.
Yip’s advice for success is to break out of traditional marketing strategies. She says “people have a tendency to accept and approve what they’re used to seeing. In reality, truly successful marketing is unique.”