Telling the York U story

Theme: Martian Snowfall part of a Decade of Impact campaign
Martian Snowfall part of a Decade of Impact campaign

One of the best ways we can enhance York University’s reputation is by telling informative and entertaining stories that capture who we are as a university, what makes us different from others and what will appeal to the best and brightest potential students to consider York University. In other words, these are the stories that make us proud to be part of the York community.

Above: One of the featured themes in the new communications approach designed to tell the York U story

At York University, we do this throughout the year in a myriad of ways – from large-scale communication campaigns like Open Your Mind, which includes paid advertising, to feature stories in newspapers, radio, television and social media postings. These institutional activities are complemented by communications done at the “local” level by faculties and divisions to celebrate all they have to offer current and prospective students.

Recently, communicators from across York University worked together to jointly identify common promotional themes. The themes, which are supported by positive proof points and visually engaging content, are designed to break through the communication clutter to tell York University’s story with consistent, frequent messaging, over a specific time frame. While social media channels are critical elements of this initiative, content is also showcased on institutional and faculty websites, publications, and LCD Screens.

This communications approach began as a pilot in November 2016 and enjoyed good initial results. Over the winter, this coordinated approach has been refined and strengthened and is now delivering growing positive impact.

From March 20 through April 7, York’s promotional theme is “Decade of Impact” and it focuses attention on the changes undertaken over the last ten years under the leadership of York President and Vice-Chancellor Mamdouh Shoukri. These changes have provided York University students with innovative, cross-disciplinary programming and teaching and learning environments designed for 21st-century education; with research intensification and community-engaged research.

“Decade of Impact” focuses on five areas of dramatic positive change, these areas are:

  • Excellence: Proven excellence in educating the next generation, creating knowledge and value to society.
  • Transformation: How York University’s campuses and campus life have been transformed and modernized to meet the needs of 21st-century education.
  • Discovery: A decade of world-leading research innovation, ‘firsts’ and new frontiers.
  • Community: Engaging with York University’s communities has shaped who we are today and we, in turn, have helped shape our communities.
  • Green: How York University became a leader in university sustainability through a growth mindset.

For more information on York’s Decade of Impact, visit

Going forward YFile will continue to keep you informed about the upcoming promotional themes and we encourage you to share and spread the good news about York University’s Decade of Impact with family and friends.