Thirty percent off Ontario tuition

Abstract

The Argyle Public Relationships team worked with the Ministryof Training, Colleges, and Universities to develop a campaignfor a government program providing tuition rebates topost-secondary students. Argyle used research-based communicationsand evaluated the student environment, identifyingkey issues — including the narrowness of the program scope,difficulty of completing the application, an unidentified targetaudience, and potential controversy — and strategies to addressthem. By focusing on “student-to-student” communications,finding ways to pre-qualify students, and pairing oncampusinteraction with online socialization, the team madeface-to-face contact with 29,000 students on 47 campuses in 21days, resulting in a 27.5% increase of registrations on average.