Colleges Ontario begins campaign for parents
Colleges Ontario has begun a new campaign in that province aimed at the parents of prospective students. The campaign, which includes television, radio, newspaper, transit and Internet advertising, seeks to communicate to parents that college might be the best source of training for their child's chosen career rather than university. The creative uses the tagline, "It's all about M.E." The $2.5-million campaign, developed by Endeavour of Toronto, will run until the end of March, then again in the fall. "For many students, the internationally recognized programs at Ontario's colleges provide the education that will best prepare them for long-term success," said Linda Franklin, president and CEO of Colleges Ontario."Parents and students who are thinking about postsecondary education tend to focus on university. They aren't necessarily aware of the full range of programs available at the colleges. We are encouraging them to talk about the careers available today and to choose the higher education option that makes the most sense. In many cases, that choice should be college."