Thirty percent off Ontario tuition

A student engagement problem

Auteurs-es

  • Daniel Tisch

DOI :

https://doi.org/10.15173/jpc.v5i2.3751

Résumé

The Argyle Public Relationships team worked with the Ministry
of Training, Colleges, and Universities to develop a campaign
for a government program providing tuition rebates to
post-secondary students. Argyle used research-based communications
and evaluated the student environment, identifying
key issues — including the narrowness of the program scope,
difficulty of completing the application, an unidentified target
audience, and potential controversy — and strategies to address
them. By focusing on “student-to-student” communications,
finding ways to pre-qualify students, and pairing oncampus
interaction with online socialization, the team made
face-to-face contact with 29,000 students on 47 campuses in 21
days, resulting in a 27.5% increase of registrations on average.

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Publié-e

2018-10-12

Numéro

Rubrique

Case Studies