BC for High School Program
Positioning British Columbia’s curriculum as a premier choice for international education
The Work
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To support the launch of the new BC for High School digital hub, I authored a complete overhaul of the website's copy. The goal was to consolidate previously unorganized information into a single, cohesive narrative that clearly communicated the value of a BC education, ensuring the site was intuitive and highly accessible for both international parents seeking enrollment and educators looking to establish offshore schools.
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I developed the foundational messaging for the Ministry's B.C. Offshore School Program promotional brochures. This required crafting authoritative yet welcoming copy that clearly articulated key academic milestones and provincial standards. This core English messaging served as the strategic anchor for the entire project, ensuring brand consistency before the text was carefully adapted and translated into 17 different languages for physical distribution worldwide.
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Navigating a complex, multi-language project for a government entity required stringent brand oversight. I provided ongoing content consultation throughout the project lifecycle to ensure that as the campaign scaled globally, the core message—the high quality and integrity of British Columbia's educational system—was never diluted, maintaining strict alignment with the Ministry's established communication and branding standards.
At a Glance
Client: Ministry of Education British Columbia
My Role: Lead Copywriter
Design: Morgan Hueston
Deliverables: Global Content Strategy, Website Copywriting, Multi-Language Brochure Copywriting & Content Consultation.
Project completed while working at KIMBO Design Inc.
The Brief
The Ministry of Education needed to aggressively promote the high standards of BC's secondary education curriculum to a global audience of students, families, and overseas school operators. The challenge was two-fold: completely overhauling the digital hub (the BC for High School website) to centralize fragmented information, while simultaneously developing a culturally sensitive suite of physical brochures for international distribution.
The Strategy
Acting as the lead copywriter and content consultant, I developed a unified messaging strategy to bridge the digital and physical deliverables. For the digital rollout, I completely revamped the website copy, transforming a complex web of academic information into a streamlined, user-friendly hub. For the physical campaign, I authored the core English messaging for the B.C. Offshore School Program brochures, carefully crafting the copy to ensure the Ministry's academic standards and tone translated seamlessly across 17 different languages and cultural contexts.
The Impact
The cohesive digital and physical messaging successfully reinforced the Ministry’s global brand identity. The newly structured website now serves as an accessible, centralized hub for international parents and educators, while the highly durable, multi-language brochures significantly expanded the province's reach into new international markets, firmly positioning the BC curriculum as a leading choice for offshore education.
“The British Columbia (B.C.) Ministry of Education offers a globally recognized, innovative curriculum to students worldwide through the B.C. Offshore School Program. Graduating from one of the many B.C. offshore schools around the world, a student can obtain the B.C. Graduation Certificate – Dogwood Diploma, without leaving their country. Many students and families choose a B.C. offshore school because they would like to study in B.C. or Canada after secondary school, possibly even to work and live in Canada in the future.”
“B.C. offers a globally recognized, innovative curriculum to students at B.C. schools worldwide… Growing demand for English language international education worldwide.”