Ontario French Universities & Colleges Launch New Recruitment Campaign
Ontario’s French-language post-secondary institutions are launching a coordinated effort to boost enrollment and enhance their collective visibility. Nine institutions – two colleges and seven universities – have unveiled a new branding strategy and marketing campaign designed to attract a wider range of students.
A Unified Approach to Recruitment
The initiative, spearheaded by the Table de concertation postsecondaire francophone de l’Ontario, established in 2023, aims to go beyond simply increasing student numbers. According to Lynn Casimiro, President of the Table and President-CEO of Collège La Cité, the goal is “more registrations.” The campaign will target both traditional-aged students and adults looking to upgrade their skills for the current and future job market.
Highlighting Campus Experience
Institutions are focusing on showcasing the complete student experience, not just academic programs. “We have beautiful programs to offer, beautiful campus lives. We are creative and wanted to let young people know who we are,” Casimiro stated. Serge Miville, Rector and Vice-Chancellor of the Université de Sudbury, added that the campaign will emphasize the “panoply of services” and the “diversity of our campuses” available to students choosing to study in French.
Economic Impact of Francophone Education
The campaign also highlights the economic benefits of pursuing post-secondary education in French. According to Miville, francophones in Ontario generate $80 billion of the province’s GDP and typically earn between 5% and 20% more than their English-speaking counterparts. He emphasized the “value added” of French-language education, particularly in a changing global economy.
Addressing Unique Challenges
The Université de l’Ontario français, a newer institution, sees the campaign as a particularly valuable opportunity to raise its profile. Normand Labrie, Rector and Vice-Chancellor, noted the university’s limited resources for individual marketing efforts and the benefits of a collective approach. The collaborative effort allows all institutions to extend their reach and ensure a broader presence.
A Natural Partnership
Miville described the collaboration as a natural extension of existing partnerships among Ontario’s French-language post-secondary institutions. He believes that working together allows them to offer a comprehensive and appealing campus experience for prospective students. Casimiro echoed this sentiment, stating that the institutions are demonstrating “openness and the ability to put aside their personal interests and look at the collective interests of our network.”
Carl Bouchard, Commissioner of French Language Services for Ontario, praised the initiative, noting its importance in a minority language setting where opportunities to practice French can be limited. The project is supported by over $2 million in funding over two years from the Ontario government and the federal government’s Official Languages in Education Program.
Frequently Asked Questions
What is the primary goal of this new initiative?
The primary goal is to increase enrollment in Ontario’s French-language post-secondary institutions, as stated by Lynn Casimiro: “What we want is more registrations.”
Who is involved in this collaborative effort?
The initiative involves two francophone colleges and seven francophone and bilingual universities in Ontario, working together under the Table de concertation postsecondaire francophone de l’Ontario.
What is the economic argument for studying in French in Ontario?
Francophones in Ontario contribute $80 billion to the province’s GDP and, on average, earn 5% to 20% more than their English-speaking counterparts, according to Serge Miville.
Will this collaborative approach continue beyond this initial marketing campaign? The institutions are already engaged in other joint projects to address the needs of the francophone post-secondary community in Ontario, suggesting a continued commitment to collaboration.